Consumer behaviour — definition?
Study of processes when individuals/groups select, purchase, use, dispose.
Scope of consumer behaviour?
All activities satisfying needs/desires through consumption.
Global consumer culture — role?
Shapes preferences via shared values and norms across countries.
Need recognition — trigger?
Awareness of a gap between current and desired state.
Online consumer behaviour tactics?
Digital tracking, virtual aisles, SEO, pop-ups, digital cues.
Market disaggregation — purpose?
Analyzing individual customer characteristics.
Segmentation bases?
Socio-economic, geographic, psychographic, gendered.
Target marketing strategies?
Undifferentiated, differentiated, focused, customized.
4-Cs framework — purpose?
Guides product positioning and consumer alignment.
Positioning tools?
Perceptual maps, spidergrams, competitor analysis.
Repositioning — example?
Old Spice's brand refresh to appeal anew.
Consumer decision process — stage?
Need recognition, search, evaluation, purchase, post-purchase.
Emotion in buying?
Crucial in evaluating alternatives and impulse decisions.
Digital marketing tactic?
Search engine optimization, pop-ups, digital product placement.
Market targeting — evaluation?
Assess segment potential for focused marketing.
Product positioning tools?
Perceptual mapping, competitor spidergrams.
Brand repositioning — example?
Apple's innovative image, Nike's athlete focus.
Psychographics — segmentation?
Personality, lifestyle, attitudes, beliefs.
Gendered marketing — purpose?
Target consumers via gender-specific messaging.
Impulsive purchase — trigger?
Emotional response, pop-up suggestions, urgency.
Testez vos connaissances avec un QCM de 10 questions sur Understanding Consumer Behavior and Market Positioning.
1. What is the primary role of consumer behaviour in the context of consumption?
2. What is a direct effect of increased exposure to global corporations' marketing efforts on consumers?
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