Consumer behavior : building marketing strategy
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Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology , sociology , social anthropology , anthropology , ethnography , marketing and economics , especially behavioural economics. It examines how emotions, attitudes and preferences affect buying behaviour. Characteristics of individual consumers such as demographics , personality lifestyles and behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand people's wants and consumption are all investigated in formal studies of consumer behaviour. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in general. The study of consumer behaviour is concerned with all aspects of purchasing behaviour — from pre-purchase activities through to post-purchase consumption, evaluation and disposal activities.
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It is important for a marketers to understand consumer behavior in order to analyze the market opportunity, target the right customers segmentation and more definite in decision making in order to achieve company objectives. This paper illustrates the roles of marketing communication impact on consumer behavior and segmentation consumer. Marketing communication has played an important role to communicate with consumers by using online or offline marketing communication tools to deliver the messages. It could be more effective when marketers could categories their customers as generational segmentation because marketer could use the most effective and appropriate marketing communication channel to communicate with different generations of consumers. Influence of Beer Brand identification on Taste Perception. Journal of Marketing Research, 1, Media preferences of action sports consumers: differences between generation X and Y.