Scribd
Upload
186 views22 pages

Chapter 3 Consumer Behavior

Uploaded by

Kristine Gianne Vista
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
186 views22 pages

Chapter 3 Consumer Behavior

Uploaded by

Kristine Gianne Vista
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 22

Chapter 3

Understanding
Consumer Behavior

Copyright © Cengage Learning. All rights reserved. 1|1


Consumer Behavior

Reflects totality of consumer’s decisions with


respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas
by (human) decision-making units (over time).

Copyright © Cengage Learning. All rights reserved. 1|2


Copyright © Cengage Learning. All rights reserved. 1|3
Copyright © Cengage Learning. All rights reserved. 1|4
Consumer Behavior Involves
Attitudes Towards

• Products
• Services
• Activities
• People
• Ideas

Copyright © Cengage Learning. All rights reserved. 1|5


What Is Consumer Behavior? (Exhibit 1.1)

Copyright © Cengage Learning. All rights reserved. 1|6


Consumer Behavior & Consumption

• Acquisition
• Usage
• Disposition

Copyright © Cengage Learning. All rights reserved. 1|7


Consumer Behavior

• Dynamic process
• Can involve many people
• Involves many decisions
• Involves consumers’ feelings and
coping

Copyright © Cengage Learning. All rights reserved. 1|8


Consumer Decisions
• Whether? • When?
• What? • Where?
• Why? • How much?
• Why Not? • How often?
• How? • How long?
• Ways?

Copyright © Cengage Learning. All rights reserved. 1|9


Model of
Consumer
Behavior

Copyright © Cengage Learning. All rights reserved. 1 | 10


What Affects Consumer Behavior?

• Psychological Core
• Process of Making Decisions
• Consumer’s Culture
• Consumer Behavior Outcomes

Copyright © Cengage Learning. All rights reserved. 1 | 11


Psychological Core

• Motivation, Ability, and Opportunity


• Exposure, Attention, and Perception
• Categorizing and Comprehending
Information
• Forming and Changing Attitudes
• Forming and Retrieving Memories

Copyright © Cengage Learning. All rights reserved. 1 | 12


Decision-making Process

• Problem Recognition & Search for


Information
• Judgments & Decisions
• Post-Decision Evaluations

Copyright © Cengage Learning. All rights reserved. 1 | 13


Consumer’s Culture:
External Processes/Influences

• Consumer Diversity
• Social Class & Household
• Values, Personality, & Lifestyles
• Reference Groups and Other Social
Influences

Copyright © Cengage Learning. All rights reserved. 1 | 14


Consumer Behavior Outcomes

• Symbolize who we are—external signs


used to express our identity
• Diffuse through a market—influence
others’ decision making
• Ethics and social responsibility

Copyright © Cengage Learning. All rights reserved. 1 | 15


Who Benefits from the Study of
Consumer Behavior?

• Marketing Managers
• Ethicists/Advocacy Groups
• Public Policy Makers/Regulators
• Academics
• Consumers

Copyright © Cengage Learning. All rights reserved. 1 | 16


Marketing Implications
of Consumer Behavior

• Developing/implementing customer-
orientation
– Segmenting the market?
– Profitability of each segment?
– Characteristics of each segment?
– Customer satisfaction of each segment?
• Selecting the target market

Copyright © Cengage Learning. All rights reserved. 1 | 17


Marketing Implications
of Consumer Behavior

• Product positioning decisions


– Positioning of competition?
– How should our offerings be positioned?
– Should we reposition offerings?

Copyright © Cengage Learning. All rights reserved. 1 | 18


Marketing Implications
of Consumer Behavior

• Products/services development
decisions
– Consumers’ ideas for new products?
– Additional or different attributes?
– Brand naming?
– Packaging and logo design?

Copyright © Cengage Learning. All rights reserved. 1 | 19


Marketing Implications
of Consumer Behavior

• IMC decisions
– Advertising objectives?
– Words and visuals of ads?
– Where should ads be placed?
– When should ads be placed?
– Have ads been effective?

Copyright © Cengage Learning. All rights reserved. 1 | 20


Marketing Implications
of Consumer Behavior

• IMC decisions (cont)


– Sales promotion objectives?
– When should sales promotions occur?
– Have sales promotions been effective?
– How large a sales force?
– How can salespeople best serve
customers?

Copyright © Cengage Learning. All rights reserved. 1 | 21


Marketing Implications
of Consumer Behavior

• Pricing decisions
– What should the price be?
– How sensitive are consumers to price and
price changes?
– When should pricing tactics be used?
• Distribution decisions
– Where does target market shop?
– How should stores be designed?

Copyright © Cengage Learning. All rights reserved. 1 | 22

You might also like