Consumer Behaviour And Consumer Behavior

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According to our text, consumer behavior is defined as “the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society”. This means that companies are using this knowledge to influence consumer’s decisions not only about which product to purchase but also about which college to attend, which charities to support, how much recycling to do, whether to seek help for an addiction and much more. Since the beginning of this course I have been able to see that what I buy is not just a random occurrence, everything I purchase from gasoline for my car to the makeup I wear can be tracked using consumer behavior.
Since the the emergence of mass media and the internet, the global youth subculture has grown both immensely and uniformly. Global youth is defined as teens and young adults aged 14-29 and according to the text “similarities and convergence of lifestyles, values, and purchases make this global youth market compelling for companies, particularly given its large size.” In a recent survey, 86 percent of the global youth culture believe that products help to define and communicate their personality. I agree with the 86 percent because I too believe that what I purchase can say a lot about who I am. For example, when I buy new makeup I try to buy the best brand or the brand that’s most popular because
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