Consumer Behaviour at Fachhochschule Wiener Neustadt | Flashcards & Summaries

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Lernmaterialien für Consumer Behaviour an der Fachhochschule Wiener Neustadt

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What is consumer behaviour from an economic perspective?

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  • Serves as an input to an expanded understanding of human behaviour and decision making: this understanding can be translated into useful policies
    • Policies are used to develop regulatory frameworks that help people make better decisions in the interests of themselves
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What is nudging?

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process of communicating marketing messages that encourage desired behaviour, by appealing to the psychology of the individual 

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Explain the evolution of the marketing concept

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went from production concept to product concept to selling concept to marketing concept

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What needs to be done for a marketing concept to work?

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consumer research

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How do we obtain valid insights into consumer behaviour?


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empirical observation of human behaviour

- qualitative

- quantitative 

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Where can we apply consumer behaviour?

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marketing strategy

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What is the societal marketing concept?

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requires marketers to adhere to social & environmental standards, a practice that is often neglected in day-to-day business making

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Describe the relationship between consumer behaviour and the marketing concept:

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Important to understand how & to what the consumer will respond

Marketing concepts are used to promote & sell their products or services

Consumer behaviour is how consumers act & respond to the retail environment

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What are customer value, satisfaction and retention needed for?

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they are three interrelated concepts, which are needed to build successful relationships with consumers

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What is customer value?

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ratio between the customer’s perceived benefits & the resources used to obtain those benefits

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What is customer satisfaction?

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individual’s perception of the performance of product/service in relation to expectations

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What is consumer behaviour from a marketing perspective?

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  • Consumer behaviour studies consumers’ actions during the search for, during purchasing, the usage, evaluating or disposing of products and services that they will expect to satisfy their needs

  • It seeks to explain how individuals and groups make decisions to spend their available resources, such as time, money and effort

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  • 760 Studierende
  • 12 Lernmaterialien

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Q:

What is consumer behaviour from an economic perspective?

A:
  • Serves as an input to an expanded understanding of human behaviour and decision making: this understanding can be translated into useful policies
    • Policies are used to develop regulatory frameworks that help people make better decisions in the interests of themselves
Q:

What is nudging?

A:

process of communicating marketing messages that encourage desired behaviour, by appealing to the psychology of the individual 

Q:

Explain the evolution of the marketing concept

A:

went from production concept to product concept to selling concept to marketing concept

Q:

What needs to be done for a marketing concept to work?

A:

consumer research

Q:

How do we obtain valid insights into consumer behaviour?


A:

empirical observation of human behaviour

- qualitative

- quantitative 

Mehr Karteikarten anzeigen
Q:

Where can we apply consumer behaviour?

A:

marketing strategy

Q:

What is the societal marketing concept?

A:

requires marketers to adhere to social & environmental standards, a practice that is often neglected in day-to-day business making

Q:

Describe the relationship between consumer behaviour and the marketing concept:

A:

Important to understand how & to what the consumer will respond

Marketing concepts are used to promote & sell their products or services

Consumer behaviour is how consumers act & respond to the retail environment

Q:

What are customer value, satisfaction and retention needed for?

A:

they are three interrelated concepts, which are needed to build successful relationships with consumers

Q:

What is customer value?

A:

ratio between the customer’s perceived benefits & the resources used to obtain those benefits

Q:

What is customer satisfaction?

A:

individual’s perception of the performance of product/service in relation to expectations

Q:

What is consumer behaviour from a marketing perspective?

A:
  • Consumer behaviour studies consumers’ actions during the search for, during purchasing, the usage, evaluating or disposing of products and services that they will expect to satisfy their needs

  • It seeks to explain how individuals and groups make decisions to spend their available resources, such as time, money and effort

Consumer Behaviour

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