Consumer behaviour lecture 1 by ncc

Rocco incorporates strategies such as optimum nutrition, strategic nutritional supplementation, allergy elimination and the use of certain functional pathology tests in the elucidation and treatment of a number of complex, chronic conditions. Rocco has a particular interest in individually tailored, patient-centred nutrition intervention programs and the justifiable, evidence-based, strategic use of pharmaceutical grade natural nutritional supplements as a treatment adjunct in treating the cause of disease and alleviation of patient symptomatology.

Consumer behaviour lecture 1 by ncc

Many marketers consider the youth market to be glamorous and exciting, whereas older consumers are thought to be dowdy and uninspiring. Although this situation may be understandable psychologically, it may make poor economic sense, because middle-aged consumers hold considerably more promise for a wide range of consumer goods and services than do the young.

Demographic characteristics This section summarized several important demographic characteristics of older consumers, concentrating on those over age This is actually only one segment of the so-called mature market.

Size In32 million people in 20 million households in the United States were 65 years of age or older or almost 13 percent of our total population. Each census during this century has found the elderly to make up an increasingly larger share of the total population generally and if present trends continue, those 65 and over are expected to account for 22 percent of the population by Location The largest group of elderly consumer lives in the central cities of metropolitan areas.

This characteristic differs from the population as a whole, in which suburbanites outnumber residents of central cities. States with the largest population also have the largest numbers of senior citizens. For example, New York, California, Pennsylvania and Illinois account for nearly one-third of the elderly.

Marital and family status A large majority of the elderly are women most of whom are widowed and many of whom live by themselves. However, most elderly men are married and live with their wives.

Household size of older prospects is much smaller than for other groups in the population because their children have grown up and moved away and because many of them are widowed. An economic profile of the mature market is presented in Psychographic Characteristics The segment aged 55 and over has in many cases a different set of activities, interests and opinions from those of younger groups.

However, older consumers do not all share the same attributes or patterns. These positions may be achieved rather than ascribed, with some opportunity existing for upward or downward movement to other classes. The following are six characteristics of social class.

These differences provide a basis on which to segment markets and obtain an enhanced understanding of the behaviour of consumers. Upper Americans The lifestyles of this group have changed more over the last twenty years than have those of people I the classes below them.

This group is an interesting mix of many lifestyles: They account for 14 percent of the market and are the segment of our society who most value quality merchandise, pay special attention to prestige brands, and believe it is important to spend with good taste.

Middle Americans This group accounts for seven out ten Americans and represents a large segment of the American mainstream. Here, the middle class and working class are worth separate attention by marketers because there are significant differences in values and lifestyles between these groups even though there is considerable overlap in income levels.

It is composed of mostly unskilled workers, unassimilated ethnics and those who are sporadically employed. They may be subdivided into two groups: Product and services consumed Product choice and usage differ among the social classes.

There are items that bought mainly by the upper classes, such as roller derby tickets and cheap wine.

Consumer behaviour lecture 1 by ncc

Not only are there between-class purchasing differences but also within-class variations. Shopping Behaviour Shopping behaviour also varies by social class. For example, a very close relation between store choice and social-class membership has been found, indicating that it is wrong to assume that all consumer want to shop at glamorous, high-status stores.

Promotional Response Patterns Important class differences exist with regard to promotional response. The social classes have differing media choice and usage patterns. The social classes also have different perceptions and responses to advertising and other promotional messages, responses which are significant in the development of proper marketing strategies.

The basis of advertising differences directed at the various classes should be founded on the differing communications skills and interests of these groups.

Consumer behaviour lecture 1 by ncc

Price related behaviour Lower-class consumers are more poorly informed about price and product alternatives. They are also more likely to buy products on sale or priced lower.

Although the better-educated homemakers in both classes had stronger beliefs that price and quality are related, they preferred lower-priced product alternatives. Not every collections o individuals is a group, as the term is used by sociologists.

Actually, we can distinguish three different collections of people:Definition of consumer behavior: Consumer behavior may be defined as the decision process and some physical activity individuals engage in when evaluating acquiring, using or .

Canadian negotiators work around the clock to clinch NAFTA deal before deadline. The foreign affairs minister is focused on getting Canada into a trilateral trade deal with the U.S. and Mexico. The adoption of sales promotion in the marketing of telecommunication services in Nigeria is common among the front line GSM service providers.

This however does not yield the much assured increasing return on investment, hence is unprofitable and the required fund for the expansion of infrastructure base of operation is not earned, and serve rendition is as a result poor.

This Course consists of two blocks: Marketing Research and Consumer Behavior. First, learners will see the tools and methods to be able to effectively conduct (or hire) and interpret marketing research. Unit: Understanding Consumer Behaviour Assignment title: Luxury Goods – Real or Fake December Important notes Please refer to the Assignment Presentation Requirements for advice on how to set out your assignment.

Purpose – This paper aims to examine the extent to which telecommunications consumers decide to switch and rutadeltambor.com – Results from surveys of consumer switching behaviour in a number of countries are examined to ascertain reasons for actual consumer decision making regarding rutadeltambor.comgs – Implications for telecommunications regulation are considered.

Definition of Consumer Behavior - Assignment Point