MKTG 4204 Consumer Behavior Final Exam notes
What is Consumer Behavior
Why is CB part of Marketing?
How is Consumer Behavior studied
Who uses knowledge about CB?
Wheel of Consumer Analysis
Affect
Cognotion
Behavior
Environment
Consumer Analysis Implications
Market Segmentation
5 Tasks i...
Ans: The dynamic interaction of affect and cognition, behavior, and the environment by
which human beings conduct the exchange aspects of their lives.
- Consumers' decisions w.r.t the acquisition,
consumption, and disposition of goods, services, time,
and ideas by human decision making units over time.
- The processes involved when individuals or groups
select, acquire, consume, or dispose of products,
services, ideas, or experiences to satisfy needs and
desires.
2). Why is cb part of marketing?
Ans: As per the marketing concept
Make profits by satisfying consumers
Consumers will be satisfied if
They purchase and use products and services appropriately
They will purchase and use appropriately if
Marketers understand them
3). How is consumer behavior studied
Ans: Studied via interpretive, traditional, and marketing science approaches
4). Who uses knowledge about cb?
Ans: Useful for consumers, governments, and organizations (both for-profit and not-for-
profit)
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