This is a curated beginner’s route through Customers, not the full archive. It moves from what a customer is, through why people buy, to how buying behaviour varies by person, situation and generation. For everything on the topic, see the full Customers archive.
1. Understanding the Customer
Who a customer actually is, and the different kinds a business deals with.
2. Why People Buy
The starting point for consumer behaviour: what drives a purchase.
3. What Shapes Buying Behaviour
The internal factors that influence how a person decides.
- Internal Influences – Personality
- Internal Influences – Motivation
- Internal Influences – Emotion and Perception
- Internal Influences – Learning
- Internal Influences – Lifestyle and Attitude
- Internal Influences – Memory
4. Situational Influences on Buying
How the moment itself — time, place and mood — changes a buying decision.
- Consumer Behavior: Situational Influences
- Consumer Behavior: Atmospherics
- Consumer Behavior: Online Shopping
- Consumer Behavior: Eating Habits
- Consumer Behaviour and Time
5. Segments and Generations
Grouping customers by demographics and generational experience.
- Segmentation, Demographics and Behavior
- Segmenting Publics in America
- The Six Living Generations in America
- Baby Boomers in America
- Generation X in America
- Generation Alpha
6. Building Customer Relationships
Moving from a single sale to an ongoing relationship.
What’s next? A certified course on customer and consumer behaviour is in development, building on these lessons in more depth. Check back soon.
