{"id":2988,"date":"2020-06-08T01:55:37","date_gmt":"2020-06-08T01:55:37","guid":{"rendered":"https:\/\/course.oeru.org\/pmkt102\/?page_id=2988"},"modified":"2020-06-08T01:55:37","modified_gmt":"2020-06-08T01:55:37","slug":"consumer-behaviour","status":"publish","type":"page","link":"https:\/\/course.oeru.org\/pmkt102\/learning-pathways\/assessing-customer-behaviour-and-motivation\/consumer-behaviour\/","title":{"rendered":"Consumer behaviour"},"content":{"rendered":"<div id=\"content\" class=\"mw-body container\" role=\"main\">\n<div class=\"row\">\n<div class=\"col-md-12\">\n<div class=\"panel\">\n<div class=\"panel-body\">\n<div id=\"bodyContent\">\n<div id=\"mw-content-text\" lang=\"en\" dir=\"ltr\" class=\"mw-content-ltr\">\n<div class=\"thumb tright\">\n<div class=\"thumbinner thumbnail\" style=\"width:302px;\"><a href=\"https:\/\/wikieducator.org\/File:Haymarket_Boston_vendor_and_customer.JPG\" class=\"image\"><img loading=\"lazy\" decoding=\"async\" alt=\"\" src=\"\/\/wikieducator.org\/images\/thumb\/9\/9f\/Haymarket_Boston_vendor_and_customer.JPG\/300px-Haymarket_Boston_vendor_and_customer.JPG\" width=\"300\" height=\"225\" class=\"thumbimage img-responsive\"><\/a>  <\/p>\n<div class=\"thumbcaption\">Customer at the market<\/div>\n<\/div>\n<\/div>\n<p><b>A note on terminology<\/b>: While you are reading the various texts about buyer behaviour, you may be puzzled about the difference between the terms &#8220;customer\u201d and &#8220;consumer\u201d. This is because they are sometimes used interchangeably and are sometimes used to mean different things.\n<\/p>\n<p>Here are three different examples of how these words are used:\n<\/p>\n<ul>\n<li> The most frequent distinction made is that a <i>customer<\/i> is the person who <i>buys<\/i> a product or service, while the <i>consumer<\/i> is the one who <i>uses<\/i> it. (Of course, in many cases the customer is also the consumer, but not necessarily.)\n<\/li>\n<li> Another definition says that a consumer is a <i>potential customer<\/i> to a firm and the <i>customer<\/i> is someone that already consumes the goods a specific firm produces. For example, if you regularly purchase shoes from Nike, you are a Nike customer. But if your friend does not shop at Nike, then Nike would consider him a consumer (i.e., a potential customer). Businesses often target consumers and existing customers differently.\n<\/li>\n<li> In the reading below, the word <i>consumer<\/i> is used differently &#8211; to distinguish an individual (or group) buyer from an organizational buyer.\n<\/li>\n<\/ul>\n<p>So, just be aware that it is best to judge from the context as to what the words <i>consumer<\/i> and <i>customer<\/i> are intended to mean in a particular case &#8211; and if you are using these words, make sure you define them carefully.<br \/>\n<br style=\"clear:both;\">\n<\/p>\n<div class=\"panel iDevice\">\n\t<div class=\"panel-heading idevice-heading\">\n\t\t<div>\n\t\t\t<img decoding=\"async\" class=\"pedagogicalicon\" alt=\"reading\" src=\"https:\/\/course.oeru.org\/pmkt102\/wp-content\/themes\/oeru_course\/idevices\/Icon_reading.png\">\n\t\t<\/div>\n\t\t<div>\n\t\t\t<h2>Consumer behaviour<\/h2>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"panel-body\">\n\t\t<div class=\"col-md-12\">\n\t\t\t<\/p>\n<ol>\n<li> Read this <a href=\"https:\/\/wikieducator.org\/images\/3\/3f\/Buyer_%28consumer%29_behaviour.pdf\" class=\"internal\" title=\"Buyer (consumer) behaviour.pdf\">extract on consumer behaviour<\/a>, taken from Chapter 4 of <i>Core Concepts of Marketing<\/i> by John Burnett.\n<\/li>\n<li> Make a WEnote on your thoughts about why understanding consumer behaviour is essential for marketing success.\n<ul>\n<li> <i>Understanding consumer behaviour is essential because &#8230;<\/i>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p><\/p>\n<p><div><p>You must be logged in to post to WEnotes.<\/p><\/div><\/p>\n<p><i>Note: Your comment will be displayed in the <a href=\"\/pmkt102\/interactions\/course-feed\" title=\"Principles of marketing\/PMKT102\/Feed\">course feed<\/a>.<\/i>\n<\/p>\n<p>\n<\/p>\n<p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<p><!-- \nNewPP limit report\nCPU time usage: 0.137 seconds\nReal time usage: 1.341 seconds\nPreprocessor visited node count: 120\/1000000\nPreprocessor generated node count: 826\/1000000\nPost\u2010expand include size: 2708\/2097152 bytes\nTemplate argument size: 1057\/2097152 bytes\nHighest expansion depth: 7\/40\nExpensive parser function count: 0\/100\n--><\/p>\n<p><!-- Saved in parser cache with key we_en-mw_:pcache:idhash:175738-0!*!0!*!*!2!* and timestamp 20200608015533 and revision id 1078689\n -->\n<\/div>\n<div class=\"visualClear\"><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-md-12\">\n<ul class=\"pager\">\n<li class=\"previous\">\n            <a href=\"\/pmkt102\/learning-pathways\/assessing-customer-behaviour-and-motivation\/video-signpost-customer-needs-and-motivation\">\u2190 Previous<\/a>\n          <\/li>\n<li class=\"next\">\n            <a href=\"\/pmkt102\/learning-pathways\/assessing-customer-behaviour-and-motivation\/customer-psychology\">Next \u2192<\/a>\n          <\/li>\n<\/ul><\/div>\n<\/p><\/div>\n<\/div>\n<footer>\n<br \/>\n<\/footer>\n","protected":false},"excerpt":{"rendered":"<p>Customer at the market A note on terminology: While you are reading the various texts about buyer behaviour, you may be puzzled about the difference between the terms &#8220;customer\u201d and &#8220;consumer\u201d. This is because they are sometimes used interchangeably and are sometimes used to mean different things. Here are three different examples of how these [&hellip;]<\/p>\n","protected":false},"author":790,"featured_media":0,"parent":2982,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-2988","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/pages\/2988","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/users\/790"}],"replies":[{"embeddable":true,"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/comments?post=2988"}],"version-history":[{"count":1,"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/pages\/2988\/revisions"}],"predecessor-version":[{"id":2989,"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/pages\/2988\/revisions\/2989"}],"up":[{"embeddable":true,"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/pages\/2982"}],"wp:attachment":[{"href":"https:\/\/course.oeru.org\/pmkt102\/wp-json\/wp\/v2\/media?parent=2988"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}