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Comportement des consommateurs

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Comportement des consommateurs[1] is a complex field that revolves around how individuals or groups select, purchase, use, and dispose of goods or services. This term encapsulates the emotional, mental, and behavioural responses of consumers throughout the decision-making process. It’s a dynamic interaction between feelings, thought processes, actions, and the surrounding environment. The field considers various influences on consommateur[2] decisions, from personal emotions and preferences to societal factors and opinion leaders. It delves into the stages of purchase decisions from problem recognition to post-purchase evaluation. It also considers various internal and external factors that impact these decisions. The study of consumer behaviour is crucial for understanding consumer awareness, predicting consumer trends, and forming effective marketing strategies.

Définitions des termes
1. Comportement des consommateurs ( Consumer behaviour )
1 Consumer behaviour is a complex field that revolves around how individuals or groups select, purchase, use, and dispose of goods or services. This term encapsulates the emotional, mental, and behavioural responses of consumers throughout the decision-making process. It's a dynamic interaction between feelings, thought processes, actions, and the surrounding environment. The field considers various influences on consumer decisions, from personal emotions and preferences to societal factors and opinion leaders. It delves into the stages of purchase decisions from problem recognition to post-purchase evaluation. It also considers various internal and external factors that impact these decisions. The study of consumer behaviour is crucial for understanding consumer awareness, predicting consumer trends, and forming effective marketing strategies.
2 Consumer behaviour is a key concept in marketing that originated in the mid-20th century. It incorporates an interdisciplinary approach, focusing primarily on the behaviourist perspective. As defined by the American Marketing Association, consumer behaviour encompasses the study of how individuals make purchase decisions, their experiences during consumption, and the various factors that influence their behaviour. Predicting consumer behaviour can be challenging due to its complex nature, which involves decision-making roles and various purchasing models. The behaviour is shaped by a myriad of factors including emotions, attitudes, social groups, and personal preferences. The process of purchasing involves recognizing a problem, searching for information, evaluating alternatives, and post-purchase evaluation. Internal influences, such as personal and social identities, psychological factors, and demographic characteristics, also play a crucial role in shaping consumer behaviour. Additionally, cultural and symbolic elements significantly affect purchasing decisions. The understanding of consumer behaviour is crucial for marketers to segment their markets and tailor their strategies accordingly.
3 Consumer behaviour is a complex field that revolves around how individuals or groups select, purchase, use, and dispose of goods or services. This term encapsulates the emotional, mental, and behavioural responses of consumers throughout the decision-making process. It's a dynamic interaction between feelings, thought processes, actions, and the surrounding environment. The field considers various influences on consumer decisions, from personal emotions and preferences to societal factors and opinion leaders. It delves into the stages of purchase decisions from problem recognition to post-purchase evaluation. It also considers various internal and external factors that impact these decisions. The study of consumer behaviour is crucial for understanding consumer awareness, predicting consumer trends, and forming effective marketing strategies.
2. consommateur. Un consommateur, en termes simples, est un individu qui achète des biens ou des services pour son usage personnel et non pour la revente ou à des fins commerciales. Il joue un rôle important dans l'économie, car sa demande de produits incite les fabricants à produire. Cette dynamique influence les processus de production, de distribution et de consommation. Les consommateurs ont également certains droits, établis par le président John F. Kennedy, qui comprennent la sécurité, l'information, le choix, le recours et la représentation. Ces droits les protègent des produits dangereux et des pratiques déloyales. À l'ère du numérique, les consommateurs se transforment en "prosommateurs", participant activement à la création des produits. Le comportement des consommateurs a donc un impact profond sur les stratégies de marketing, conduisant à un marketing personnalisé et à une personnalisation de masse.

Comportement des consommateurs is the study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consommateur's emotions, attitudes, and preferences affect buying behaviour. Consumer behaviour emerged in the 1940–1950s as a distinct sub-discipline of marketing, but has become an interdisciplinary social science that blends elements from psychologie, sociology, social anthropology, anthropology, ethnography, ethnology, marketing, and économie (especially behavioural economics).

Les Royal Saint-Hubert Galleries shopping arcade in Brussels, Belgium. Consumer behaviour, in its broadest sense, is concerned with how consumers select, decide and use goods and services.

The study of consumer behaviour formally investigates individual qualities such as demographics, personality lifestyles, and behavioural variables (such as usage rates, usage occasion, loyauté, brand advocacy, and willingness to provide referrals), in an attempt to understand people's veut et consumption patterns. Consumer behaviour also investigates on the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers, opinion leaders).

Research has shown that consumer behaviour is difficult to predict, even for experts in the field; however, new research methods, such as ethnography, consumer neuroscienceet machine learning are shedding new light on how consumers make decisions. In addition, customer relationship management (CRM) databases have become an asset for the analysis of customer behaviour. The extensive data produced by these databases enables detailed examination of behavioural factors that contribute to customer re-purchase intentions, consumer retention, loyalty, and other behavioural intentions such as the willingness to provide positive referrals, become brand advocates, or engage in customer citizenship activities. Databases also assist in market segmentation, especially behavioural segmentation such as developing loyalty segments, which can be used to develop tightly targeted customised marketing strategies on a one-to-one basis. (Also see relationship marketing).

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