Consumer Behaviour
Understanding consumer behaviour has significant bearing on marketing and public relations decisions. The concept reviews a number of issues related to consumer behaviour and organisational responses and will help you to enhance your marketing campaigns to successfully connect with consumers.
Technique Overview
Consumer Behaviour Definition
Consumer behaviour is the study of how individuals, groups and organisations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants (Kotler and Keller, 2006). Studying consumers provides clues for improving or introducing products or services, setting prices, devising channels, crafting messages, and developing other marketing activities (Kotler, et al., 2008).
Consumer Behaviour Description *
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Business Evidence
Strengths, weaknesses and examples of Consumer Behaviour *
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Business Application
Implementation, success factors and measures of Consumer Behaviour *
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Professional Tools
Consumer Behaviour videos and downloads *
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Further Reading
Consumer Behaviour web and print resources *
Consumer Behaviour references (4 of up to 20) *
- Berfield, S. (2009) How to Win Frugal Consumers and Influence Them to Buy. Business Week, January 29 [online]. Available at: http://www.businessweek.com/magazine/content/09_06/b4118045670299.htm
- Blackwell, D.R., Engel, J.F., and Miniard, W.P. (2005) Consumer Behaviour. South-Western, International Edition, USA.
- Brassington, F., and Pettitt, S. (2003) Principles of Marketing. (3rd Ed.) Prentice Hall, UK.
- BusinessWeek, (2009) Growing Customers in a World of Declining Consumer Demand, Business-Week. [online] 17 July, available at: http://www.businessweek.com/managing/content/jul2009/ca20090717_888271.htm
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