Samenvatting
Samenvatting Consumer Behavior, Consument & Marketing, Chapter 1-4
Summary chapter 1-4 of consumer behavior by Solomon
[Meer zien]Voorbeeld 2 van de 12 pagina's
Voorbeeld 2 van de 12 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Verkoper
Volgen
Voorbeeld van de inhoud
Consumer behaviorBuying, having, and being
Chapter 1
Demographics = age, gender, income, occupation category for marketers
Consumption communities = online platforms where members share opinions and
recommendations
Market segmentation strategies = targeting of a product, service or idea only to a specific
group of consumers
Evaluations are influenced by appearance, taste, texture or smell of the item
Consumer behavior = the study of the processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas or experiences to satisfy needs and
desires
Consumer’s perspective: best sources of information, stressful or pleasant? Environmental
consequences
Marketer’s perspective: cues that are superior, time pressure/ store displays, will they buy it
again
Some companies define market segments as 80/20 rule: 20 percent of users account for 80%
of the sales
Database marketing = tracks specific consumers’ buying habits closely and tailors products
and messages precisely to people’s wants and needs based on this information
User-generated content = users voice their opinions about products, brands and companies
defines web 2.0: producers to consumers in an interactive medium
Popular culture (music, movies, sports) = product and inspiration for marketers
Role theory = sociological perspective takes the view that much of consumer behavior
resembles actions in a play seek lines and products to put on a good performance
Relationships a person might have with a product
Self-concept attachment = product helps to establish user’s identity
Nostalgic attachment = serves a link with past self
Interdependence = part of user’s daily routine
Love = elicits emotional bonds of warmth, passion or strong emotion
People whose needs were satisfied were happier but more findings
Happiness: taker rather than a giver. Meaningfulness: being a giver rather than a
taker
Happy people think in present and not past or future
Higher levels of worry, stress and anxiety indicate less happiness but more
meaningfulness
, Happiness without meaning characterizes a shallow selfish life
Distinction between happy and meaningful is between needing and wanting it
Need = something a person must have to live or achieve a goal
Want = specific manifestation of a need that personal and cultural factors determines
Internet of Things = growing network of interconnected devices embedded in objects that
speak to one another autonomous vehicles, smart home
Revolution in M2M = machine to machine communication
Paradigm = a set of beliefs that guide our understanding in the world
Positivism = underlying paradigm at this point human reason is supreme and objective
truth science can discover
Interpretivism = newer paradigm our society emphasizes science and technology too
much, ignores complex social and cultural world
Pastiche = mixture of images and ideas consumption as offering a set of diverse
experiences
Consumer Culture Theory = refers to research that regards consumption from a social and
cultural point of view rather than more narrowly as an economic exchange
Important consumer trends that will impact marketing strategies:
Sharing economy = devalue of owning products but more of rent
Authenticity and personalization = individualized experiences rather than buying
mass-market products
Blurring of gender roles
Diversity and multiculturalism = racial and ethnic division will blur
Social shopping = product reviews more important
Income inequality
Healthy and ethical living = wellness, physical fitness and environmental sustainability
Simplification = more priority on experiences
Interconnection and Internet of Things
Anonymity = data hacking, cyberbullying
Chapter 2
Business ethics = rules of conduct that guide actions in the marketplace, standards of what is
right or wrong
Universal values: honesty, trustworthiness, fairness, respect, justice, integrity, concern for
others, accountability and loyalty
Consumerspace = the environment in which individuals dictate to companies the types of
products they want and how, when, where they want to learn about these products
The economics of information = perspective regards advertising as an important source of
consumer learning emphasizes economic cost of the time we spend to search for
products
Not happy about a product, three ways of action
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper xmanouknielen. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €3,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 79223 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen