Consumer Behaviour Notes

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