3. Consumer Behaviour – WHAT DOES IT MEAN ?
Consumer behaviour is:
the study of individuals, groups, or organizations
the study of all the activities associated with the purchase, use and disposal of goods
and services,
and how the consumer's emotions, attitudes and preferences affect buying behaviour.
The study of consumer behaviour formally investigates:
individual qualities such as demographics, personality, lifestyles, and behavioural
variables (such as usage rates, usage occasion, loyalty, brand advocacy
understands people's wants and consumption. Also investigated are the influences
on the consumer, from groups such as family, friends, sports, and reference groups, to
society in general,
propagated through brand-influencers and opinion leaders.
Consumer Behaviour – HOW IS IT RELEVANT ?
22. The Concept of Consumer Perception
The Business Dictionary defines :
Consumer perception as a “marketing concept that encompasses a customer's
impression, awareness or consciousness about a company or its offerings.
Customer perception is important to any brand because it affects everything.
Customer perception plays an important role, from understanding the customers to
communications and advertising, their buying decisions, their loyalty, the extent to
which they recommend a brand and, even more, their advocacy efforts
The Definition of Consumer Perception:
In psychology and the cognitive
sciences, perception is the process of getting,
interpreting, selecting, and organizing sensory
information. It includes the collection of data
from sense organs through to the
interpretation made by the brain
