Lecture 2
Consumer behaviour
What is consumer behaviour
- Understanding why individuals act in certain ways
- Identify what individuals want
o Products/services ect
o How they want to be spoken to
- Influence behaviour in certain situations
- (risky relationship)
“Fascism. Communism. Democracy. Religion. But only one has achieved total supremacy. Its
compulsive attractions rob its followers of reason and good sense. It has created
unsustainable inequalities and threatened to tear apart the very fabric of our society. More
powerful than any cause or even religion, it has reached into every corner of the globe. It is
consumerism.”
- Jonathon Porritt, environmental campaigner
A continuum of decision behaviour
, The consumer decision making process model
Maslow’s Hierarchy of Needs
Consumer behaviour
What is consumer behaviour
- Understanding why individuals act in certain ways
- Identify what individuals want
o Products/services ect
o How they want to be spoken to
- Influence behaviour in certain situations
- (risky relationship)
“Fascism. Communism. Democracy. Religion. But only one has achieved total supremacy. Its
compulsive attractions rob its followers of reason and good sense. It has created
unsustainable inequalities and threatened to tear apart the very fabric of our society. More
powerful than any cause or even religion, it has reached into every corner of the globe. It is
consumerism.”
- Jonathon Porritt, environmental campaigner
A continuum of decision behaviour
, The consumer decision making process model
Maslow’s Hierarchy of Needs
