Chapter 1

Consumer behavior: 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.

Consumer-Brand relationship

• Self-concept attachment
• Nostalgic attachement
• Interdependence
• Love

Consumer Needs

• Need for affiliation
• Need for power
• Need for uniqueness

Maslow’s Hierarchy of Needs

Notes

• Technology and culture creates a new “always on” consumer
• Demographic segmentation is dividing a market into different groups based on their age, gender, income, occupation, education, religion, ethnicity, and family size.