1. Consumers and Customers
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2. Consumerism
The effects of matching personal happiness with the purchase of material possessions and consumption.
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3. 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.
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4. 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.
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5. Methods of Identifying Consumer Needs
Interviews
Surveys
Conversations
Other methods of collecting information.
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6. 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.
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7. 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.
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8. How Consumers Buy
Need recognition  Search for product Evaluate options Purchase Post purchase behaviour
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