CONSUMER BEHAVIOR – the totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, time and ideas by the human decision-making units
(over time)
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Area of research in the field of Marketing that focuses on how consumer acquired, use and
dispose of goods, services, time and ideas.
CONSUMER – can be individual, families, groups or teams, company
OFFERING – a product, service, activity, experience, or idea offered by a marketing organization to
consumer.
ACQUISITION – the process by which a consumer comes to own an offering.
USAGE – the process by which a consumer uses an offering
DISPOSITION – the process by which a consumer discards an offering.
*Consumer Behavior is a dynamic process
*Consumer Behavior can involve many people
*Consumer Behavior Involves many decisions
- Whether to acquire /Use/Dispose of an offering
- What offering to acquire/Use/Dispose
- Why acquire /use /Dispose of an offering
- Why an offering is not acquired / used / disposed
- How to acquire /use / dispose of an offering
Acquisition Method
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Buying
Trading
Renting or Leasing
Bartering
Gifting
Finding
Stealing
Sharing