- "Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services."
The study of how individuals or groups make decisions about what they buy, need, or want and how they interact with various forms of media.
Psychographics: Understanding consumer personality traits, values, attitudes, interests, and lifestyles that shape their behavior towards advertising and public relations messages.
Motivation and needs: Understanding what drives consumers to purchase or consume certain products or services.
Perception: How consumers interpret advertising and public relations messages based on their personal experiences, expectations, and biases.
Learning and memory: How consumers acquire and retain information about products and services through advertising and public relations messages.
Attitudes and beliefs: How consumers form opinions and preferences about brands and products through advertising and public relations messages.
Culture and social influences: How consumers are influenced by their cultural and social environment in their purchasing decisions.
Decision-making processes: Understanding how consumers make decisions based on cognitive and emotional factors, including product identification, information search, evaluation, and post-purchase evaluation.
Product positioning and branding: How companies differentiate their products and services through branding, packaging, and other marketing strategies.
Marketing research: Tools and techniques to gather and analyze data on consumer behavior, including surveys, focus groups, and experiments.
Ethics and regulation: Understanding ethical and legal considerations in advertising and public relations, including issues related to truth in advertising, product safety, and consumer privacy.
Segmentation and targeting: How companies identify and target specific consumer groups based on demographic, geographic, psychographic, or behavioral criteria.
Marketing communication: Understanding the role of different marketing communication channels, including advertising, public relations, social media, and influencer marketing.
Consumer behavior in the digital age: How technology and online platforms are changing consumer behavior and marketing strategies.
Customer loyalty and retention: How companies build and maintain long-term relationships with their customers through customer service, loyalty programs, and other retention strategies.
Global consumer behavior: Understanding how cultural and economic factors influence consumer behavior in different regions of the world.
Impulsive buying behaviour: Buying behaviour that is driven by emotions and lack of rational thinking.
Habitual buying behaviour: Buying behaviour that is driven by habit and routine rather than rational thinking.
Limited decision making: Buying behaviour that occurs when a consumer needs to make a decision about a product but does not engage in extensive research or consider multiple options.
Extensive decision making: Buying behaviour that occurs when a consumer requires significant research or evaluation before a purchase is made.
Brand loyalty: Buying behaviour that occurs when a consumer is loyal to a particular brand and will consistently choose that brand over competitors.
Brand switching: Buying behaviour that occurs when a consumer switches from one brand to another, often due to factors such as price or quality.
Cognitive dissonance: Buying behaviour that occurs when a consumer experiences discomfort or anxiety after a purchase, often due to conflicting beliefs or expectations.
Social influence: Buying behaviour that is influenced by peers, family, or other social factors.
Informational influence: Buying behaviour that is influenced by a consumer's perception of the quality or value of a product.
Emotional influence: Buying behaviour that is influenced by a consumer's emotions or feelings about a product or brand.
- "Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing."
- "Consumer behaviour has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics)."
- "The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables."
- "Behavioural variables (such as usage rates, usage occasion, loyalty, brand advocacy, and willingness to provide referrals)"
- "Consumer behaviour also investigates the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion leaders)."
- "New research methods, such as ethnography, consumer neuroscience, and machine learning are shedding new light on how consumers make decisions."
- "Research has shown that consumer behaviour is difficult to predict, even for experts in the field."
- "Customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour."
- "The extensive data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty, and other behavioural intentions."
- "Behavioural segmentation such as developing loyalty segments can be used to develop tightly targeted customised marketing strategies on a one-to-one basis."
- "Consumer behaviour is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services."
- "Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing."
- "Consumer behaviour has become an interdisciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and economics (especially behavioural economics)."
- "The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables."
- "Consumer behaviour also investigates the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general."
- "New research methods, such as ethnography, consumer neuroscience, and machine learning are shedding new light on how consumers make decisions."
- "Research has shown that consumer behaviour is difficult to predict, even for experts in the field."
- "Customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour."
- "Behavioural segmentation such as developing loyalty segments can be used to develop tightly targeted customised marketing strategies on a one-to-one basis."