...people to define their group membership. • Consumer behavior is a process involved when individuals or groups select, purchase, use, or dispose of products, services 1-3 Chapter Objectives • Marketers need to understand the wants and needs of different consumer segments (product usage, demographics, and psychographics- redneck bank) • The Web is changing consumer behavior: a problem is the loss of privacy and the deterioration of traditional social interactions • Consumer behavior relates to other issues in our lives-public policy issues (e.g., ethical marketing practices) and the dynamics of popular culture • Consumer activities can be harmful to individuals and to society (terrorism-poisoning, drug and gambling addiction, and compulsive consumption-excessive shopping) • Many different types of specialists study consumer behavior (micro vs. macro). • There are two major perspectives that seek to understand and study consumer behavior (positivist vs. interpretivist perspective) 1-4 Aspects of Consumer Behavior • Segmented by marketers by demographics •...
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