Consumers and Customers © Criddle, Hinton, Nizam

Consumerism The effects of matching personal happiness with the purchase of material possessions and consumption. © Criddle, Hinton, Nizam

A Consumer A person, group of people or other organisation which uses or consumes the products and services of a particular business enterprise. A Customer Someone who makes use of the products or services of a business, and is a frequent client habitually satisfying their needs through purchasing that business’s products or services. © Criddle, Hinton, Nizam

Types of Consumers Internal: Work for the same organisation as the supplier of the goods or services, possibly in another department or another branch. External: Do not work for the same organisation, they may be another organisation or a member of the public. © Criddle, Hinton, Nizam

Methods of Identifying Consumer Needs Interviews Surveys Conversations Other methods of collecting information. © Criddle, Hinton, Nizam

Impulse An Impulse Purchase is an unplanned or otherwise spontaneous purchase. An Impulse Buyer is a consumer who tends to engage in spontaneous purchase behaviour or impulse buying habits. © Criddle, Hinton, Nizam

Effects of Impulse Buying Disrupts normal decision making patterns Irrational moment of self-gratification Appeal to the emotional side of consumers Items bought are not considered functional or necessary in the consumers’ life. © Criddle, Hinton, Nizam

How Consumers Buy Need recognition  Search for product Evaluate options Purchase Post purchase behaviour © Criddle, Hinton, Nizam