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    Consumer Behavior Notes PDF

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    Maye Mejino
    The document discusses various topics related to consumer behavior: 1) It defines consumer behavior as the totality of decisions involving how, when, where, why and how much consumers purchase, use, and dispose of products and services. 2) Consumer behavior is influenced by internal factors like motivation and external cultural and social factors. 3) Studying consumer behavior benefits marketers, policymakers, academics and society by helping create better consumer environments and protections. 4) Issues discussed include data privacy, market access, sustainability, deviant behaviors like addiction and terrorism, and debates around child advertising and marketing's role in obesity.

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    Consumer Behavior Notes PDF

    Uploaded by

    Maye Mejino
    78 views4 pages
    The document discusses various topics related to consumer behavior: 1) It defines consumer behavior as the totality of decisions involving how, when, where, why and how much consumers purchase, use, and dispose of products and services. 2) Consumer behavior is influenced by internal factors like motivation and external cultural and social factors. 3) Studying consumer behavior benefits marketers, policymakers, academics and society by helping create better consumer environments and protections. 4) Issues discussed include data privacy, market access, sustainability, deviant behaviors like addiction and terrorism, and debates around child advertising and marketing's role in obesity.

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    The document discusses various topics related to consumer behavior: 1) It defines consumer behavior as the totality of decisions involving how, when, where, why and how much consumers purchase, use, and dispose of products and services. 2) Consumer behavior is influenced by internal factors like motivation and external cultural and social factors. 3) Studying consumer behavior benefits marketers, policymakers, academics and society by helping create better consumer environments and protections. 4) Issues discussed include data privacy, market access, sustainability, deviant behaviors like addiction and terrorism, and debates around child advertising and marketing's role in obesity.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    78 views4 pages

    Consumer Behavior Notes PDF

    Uploaded by

    Maye Mejino
    The document discusses various topics related to consumer behavior: 1) It defines consumer behavior as the totality of decisions involving how, when, where, why and how much consumers purchase, use, and dispose of products and services. 2) Consumer behavior is influenced by internal factors like motivation and external cultural and social factors. 3) Studying consumer behavior benefits marketers, policymakers, academics and society by helping create better consumer environments and protections. 4) Issues discussed include data privacy, market access, sustainability, deviant behaviors like addiction and terrorism, and debates around child advertising and marketing's role in obesity.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    CONSUMER BEHAVIOR NOTES

    September 14, 2022

    Consumer Behavior Emperative

    What is Consumer Behavior?

    Totality of Decisions

    - involves understanding whether or why when, where, how, how much, how long, consumers
    will buy, produce etc.
    - to satisfy ourselves

    About the Consumption

    - involves more than just values, involves process


    - acquisition (act of owning something)
    - consumption is usage after you acquire. Gamitin yung offers na iyon. Whether and why you use
    a certain product reflects who we are. (ex. how you gift someone, the music you listen to etc.)
    - disposition : how do we get rid of something after we acquire and consume (ex. biodegradable,
    thrifted etc.)

    > re-purpose, temporarily (pinapahiram), permanently (thru selling, junking etc)

    > offerings: products, services etc.

    By Decision Making Units

    - requires choices, decisions (like sa family, may nagsesearch kung ano specs, features ng isang
    certain item while one actually purchases due to recommendations while the rest are users)
    - Kahit sino sa family members pwede mag-dispose

    Over Time

    - Consumer behavior reflects more than a product is acquired.

    What Affects Consumer Behavior?

    - To make decisions about buying a new product, the consumer will go through many processes
    such as internal influences.
    - Before you buy, there must be a motivation.
    - You will also consider the outcomes and issues and cultural environment like friends, age and
    others that influences yourself as a consumer.
    Who Benefits from the Study of Consumer Behavior?

    - Marketing Managers: Only then they can build communities and prospects
    - Public Policy Makers and Regulators: These govt. officials and officers develop rules to protect
    the consumers from unfair practices to protect the interests and welfare of the consumers. (Ex.
    cigarettes: there’s a tobacco control act to prevent and discourage people especially underpaid
    consumers)
    - Academics: to generate knowledge about consumer decisions
    - Consumer and Society: it helps create a better environment for consumers because it will help us
    to make better decisions

    Major Policies, Issues Relevant to Consumer Behavior

    This involves many field issues we have today.

    - Data Privacy Identity Theft: One of the biggest ethical issues relates to how much they can or
    should know about their prospects. This may involve personal info leading to phishing scams,
    data breach. This also includes sensitive data and protection that have dark sides which makes it
    easier for someone to apply your facial relevance.

    Identity theft happens when someone uses your personal information without your permission.
    You should report it asap to the authorities because it is negligence on your part.

    - Market Access: There are Physical, Social, Economic and Mental barriers. For example, if the aisle
    is too crowded or if it can only be bought online. Thankfully, technology is being used to improve
    market access like the ones in MCDO which uses kiosks to let people order without speaking.

    Sustainability and Environmental Stewardship

    Green Marketing: involves strategies that help the environment

    There’s a downside which is greenwashing which erases the essence of sustainability like misleading info
    and projects that are not helpful.

    Deviant Consumer(the dark side)

    - Consumer Terrorism: use of violence to create a general climate of fear

    Cyber Terrorism - using your personal data and using it for dangerous stuff

    Tylenol murders - upon investigation, the capsules include synoid which when inhaled, makes a
    person loses the ability to breathe. No one found the culprit.
    Pepsi Syringe - A customer put syringe inside the pepsi then complains why there’s a syringe
    inside probably to inflict pain to the company

    Addictive Consumption

    - a psychological or physiological dependency on products or services


    - Substance Abuse, Caffeine, Internet, cyberbullying

    Compulsive Consumption (e.g. shopee)

    Men consumers want products that will give them sense of power (e.g. alcohol, gun)

    September 21, 2022

    Consumed Consumer

    - used or exploited people for commercial gain

    e.g. Prostitution- legal and regulated in Germany, Switzerland, Greece, Austria, and many other
    countries in Europe. If illegal, it is called consumed consumer.

    Organ Donors- Blood, hair, cornea. Red Market - where you can trade. Black Market - illegal
    goods like guns and drugs.

    Babies for Sale

    Illegal Acquisition and Product Use

    e.g. Theft and Fraud (previous lesson)

    - higher prices result of employee’s shoplifting

    Anti - consumption - intentional (virus)

    Do Marketing activities encourage such behaviors (Deviant)?

    -Yes

    Impulsive Consumption- Unplanned; Sudden Urge

    e.g. products on cashier stall


    Other Consumer Behavior Issue

    Should Marketers advertise to children?

    -No.

    They are not able to distinguish the ad compared to the program. They don;t understand that the goal of
    the ad is to sell.

    Do Marketing efforts promote obesity?

    -depends on the person; but most probably.

    Does advertising affect self image?

    Social Comparison Theory- Social comparison theory is the idea that individuals determine their own
    social and personal worth based on how they stack up against others. The theory was developed in 1954
    by psychologist Leon Festinger

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