CONSUMER BEHAVIOUR
Lecture 1
Consumer Behaviour DEF: 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.
Importance and Meaning of Consumption
Consumption plays an important role in our social, psychological, economic, political and cultural lives
People often buy products not for what they do, but for what they mean
Role Theory and Consumer Behaviour
Consumer behaviour resembles actions/roles in plays
Choosers Victims
Communicators Rebels
Identity seekers Activists
Pleasure seekers
Consumer behaviour as a process
Lecture 1
Consumer Behaviour DEF: 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.
Importance and Meaning of Consumption
Consumption plays an important role in our social, psychological, economic, political and cultural lives
People often buy products not for what they do, but for what they mean
Role Theory and Consumer Behaviour
Consumer behaviour resembles actions/roles in plays
Choosers Victims
Communicators Rebels
Identity seekers Activists
Pleasure seekers
Consumer behaviour as a process
