Buying, Having and Being

  • consumer behavior concerns the products and services we buy and use, and the ways these fit into our lives
  • categorize people in terms of  age, gender and income, or occupation
    • these are called demographics
  • psychographics - refers to aspects of a person's lifestyle and personality
  • knowledge of consumer characteristics plays an extremely important role in many marketing applications, such as defining the market for a product or deciding on the appropriate techniques to employ when a company targets a certain group of consumers
  • consumption communities are where members share opinions and recommendations about anything

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