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Introduction To Consumer Behavior

Consumer behavior reflects all decisions people make about acquiring, consuming, and disposing of offerings over time. It includes not just purchasing behaviors but also using, and disposing. Offerings can include products, services, ideas, or activities. Consumer behavior involves multiple people in decision making and changes over time. Studying consumer behavior benefits marketing managers in segmenting markets, targeting consumers, positioning offerings, and making product, pricing, distribution, and promotion decisions. It also benefits consumers, regulators, policymakers, and ethicists.

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Priya Gangwar
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35 views

Introduction To Consumer Behavior

Consumer behavior reflects all decisions people make about acquiring, consuming, and disposing of offerings over time. It includes not just purchasing behaviors but also using, and disposing. Offerings can include products, services, ideas, or activities. Consumer behavior involves multiple people in decision making and changes over time. Studying consumer behavior benefits marketing managers in segmenting markets, targeting consumers, positioning offerings, and making product, pricing, distribution, and promotion decisions. It also benefits consumers, regulators, policymakers, and ethicists.

Uploaded by

Priya Gangwar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

Definition
Consumer behavior reflects all decisions about the acquisition, consumption and disposal of an offering by people over time.

Implications of our Definition

Totality of Decisions (all decisions)


Whether? What? Why? How? When? Where? How much? How often?
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Implications of Our Definition, cont.

In addition to buying, CB includes:


a using d

An offering can be
product service idea activity

Implications of Our Definition, cont.

Consumer behavior
may involve several people (decision making units) is dynamic (changes over time)

Definition
Consumer behavior reflects all decisions about the acquisition, consumption and disposal of an offering by people over time.

Small Group Exercise

In groups of 3-4, address one of the following questions:


what factors affect CB? (Hint: what are the four domains of CB? see pages 12-18) why should we study CB? (Hint: who benefits from the study of CB? See pages 19-21)

Discuss and be prepared to share your ideas with the class!


Write ideas down on paper, record group member names
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Influences on Consumer Behavior


Psychological core Culture: External Influences Process of Making Decisions CB Outcomes Exhibit 1-9 (pg. 14) CONSUMER BEHAVIOR MAN!!

Groups Interested in Consumer Behavior Issues

Marketing Managers Consumers Regulators and public policy makers Ethicists


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Why Study Consumer Behavior?

Marketing applications of consumer behavior:


Market segmentation Target market selection Positioning Product or service decisions Pricing decisions Distribution decisions Promotion decisions
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Chapter 1 Review

Definition of CB
Exhibit 1-2 (pg. 4)

Factors that affect CB


Exhibit 1-9 (pg. 14)

Why should we study CB?


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