What is consumer behaviour? Definition of Consumer behaviour and insights from psychology and sociology in understanding buyer behaviour

What is consumer behaviour all about ? What’s the role of psychology, sociology and sociology-psychology in understanding human behaviour around consumption?
The benefit of understanding consumer behaviour and how marketers use consumer behaviour knowledge in developing marketing offers and strategies.
Consumer behaviour understanding is key to effective marketing decisions.
The key focus in understanding consumer behaviour is to be able to add value to consumer's life by providing products and services that meet or exceed customer expectations.
Understanding consumer behaviour helps marketers anticipate consumer needs.
It focuses on how consumers make decisions on consumption and the time, effort, energy they use in consumption related behaviour.
It concerns how consumers search for, plan and choose products and services that satisfy their needs and desires.
Psychology, sociology and social psychology help understand consumer behaviour.
Psychology helps marketers to understand individuals' behaviour and specifically how motivation, perception, personality, attitudes, and learning influence consumer behaviour.
Sociology helps marketers understand how consumers behave in their social setting including group dynamics, family, reference groups, family consumption roles, family lifecycle and husband wife dynamics.
Culture and subculture are also key to understanding consumers.

Thank you for watching
Dr Catherine Ngahu
Elevatus!
Consumer Behaviour
00:00 Introduction - Consumer behaviour definition
00:52 Changes in consumer behaviour
02:03 Why how what of consumer buying
02:46 Competitive advantage - understanding behaviour
04:30 Psychology and consumer behaviour
05:08 Sociology and consumer behavior
06:24 Sociology psychology and consumer behaviour