Solution Manual For Consumer Behaviour, Canadian Edition, 9th edition Michael R. Solomon, Kelley Main, Katherine White, Darren W. Dahl, Bonnie Simpson Chapter 1-6
CHAPTER 1 An Introduction to Consumer Behaviour SUMMARY OF CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1.1 Consumer behaviour is a process. • Consumer behaviour is the study of the processes involved when individuals or groups select, purchase, and use or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer behaviour doesn‘t necessarily involve a purchase. 1.2 Marketers must understand the wants and needs of different consumer segments. • Consumers can be segmented along many dimensions, including product usage, demographics (the objective aspects of a population, such as age), and psychographics (psychological and lifestyle characteristics) to help understand their needs and wants. The importance of relationship marketing means that marketers are much more attuned to the wants and needs of different consumer groups over the long term. 1.3 Our choices as consumers relate in powerful ways to the rest of our lives. • Marketing activities exert an enormous impact on individuals. Popular culture shapes our lives just as we shape popular culture. This is particularly the case as the use of consumer-generated content expands. • Individuals often consume not for what that action does for them, but because of what it means. Consumption is shaped by meanings that help define our place in the world. • Consumers and the world of marketing are increasingly global. The benefits are accompanied by potential problems, including the loss of privacy and the deterioration of traditional social interactions as people spend more time online 1.4 Marketers must be aware of consumer trends. • As society changes, so too does consumption. In the near future we can expect consumers to explore the sharing economy, care about authenticity and expressing their values through consumption, and show preferences for simplification, social experiences, and anonymity. Brands are anticipated to trend toward greater inclusivity and technological integration. Copyright © 2024 Pearson Canada Inc. 1