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Consumer Behaviour and Marketing ActionCM2072
Lecturer: Niels Vink
Exam- weight 100
Required preparation: Book by Solomon, Michael, R. & Russell, Cristel A.
Week 1
What is consumer behavior?
Marketing professionals want to find out what consumers buy and why.
But... this information is hidden in consumers’ minds.
Therefore they will investigate how consumers respond to various marketing actions such as adver
Consumer behavior is the study of how and why individuals, or groups acquire,
consume and dispose выбрасывать products.
Consumer behavior process
1) Identify need or desire
2) Make a purchase
3) Dispose the product (get rid of it )
Why is consumer behavior important?
● Consumers have a huge impact on marketing strategies!
● “Firms exist to satisfy consumers’ needs”.
● Consumers have a huge impact on consumer behavior since manufacturers want to know ho
are motivated to buy their products.
● Imagine when you walk in a supermarket. How are we influenced by it?
Some relevant questions for business
● Who are our consumers?
● How do we reach them?
● What should we sell them?
● What will motivate them to buy?
● What makes them satisfied? (so that they come back)
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