Page 91 - DMGT554_RETAIL_BUYING

Retail Buying Anand Thakur, Lovely Professional University

Notes Unit 7: Consumer Analysis

CONTENTS
Objectives
Introduction

7.1 Consumer Affect and Cognition
7.2 Consumer Behaviour
7.2.1 Consumer Behaviour – A Key to Retail Management

7.2.2 Factors Influencing Consumer Behaviour
7.2.3 Consumer Environment
7.3 Relationships among Affect and Cognition, Behaviour, and the Environment
7.4 Marketing Strategy
7.4.1 Societies

7.4.2 Industries
7.4.3 Market Segments
7.5 Individual Consumers

7.5.1 Customer Service
7.5.2 Role of the Consumer in Marketing
7.6 Summary
7.7 Keywords
7.8 Review Questions

7.9 Further Readings

Objectives

After studying this unit, you will be able to:

 Define Consumer Affect and Cognition
 Discuss the Consumer Behaviour
 Describe the Relationships Among Affect and Cognition, Behaviour, and the Environment
 Explain the Marketing Strategy
 Describe the Individual Consumers

Introduction

Consumer analysis is the sum total of initial steps in the marketing research that identify and
collect information on the target market’s needs, profiles, and consumer behaviors in order to
establish market segmentation.

86 LOVELY PROFESSIONAL UNIVERSITY