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Chapter 2 Consumer Behaviour

The document defines consumer behavior as reflecting all decisions made by people over time regarding the acquisition, consumption, and disposal of offerings. It notes that consumer behavior involves total decisions, including what, why, how, when, where, how much, and how often to purchase or use offerings, which can include products, services, ideas, or activities. Consumer behavior also includes using and disposing of offerings and may involve several decision makers. It changes over time. Studying consumer behavior benefits marketing managers, consumers, regulators, and ethicists by informing decisions around market segmentation, targeting, positioning, and the marketing mix.

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361 views10 pages

Chapter 2 Consumer Behaviour

The document defines consumer behavior as reflecting all decisions made by people over time regarding the acquisition, consumption, and disposal of offerings. It notes that consumer behavior involves total decisions, including what, why, how, when, where, how much, and how often to purchase or use offerings, which can include products, services, ideas, or activities. Consumer behavior also includes using and disposing of offerings and may involve several decision makers. It changes over time. Studying consumer behavior benefits marketing managers, consumers, regulators, and ethicists by informing decisions around market segmentation, targeting, positioning, and the marketing mix.

Uploaded by

prashantBhople
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Chapter 2

INTRODUCTION TO
CONSUMER BEHAVIOR

Prof. Sandeep Rathod

1
Definition

Consumer behavior reflects


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

2
Implications of our Definition

• Totality of Decisions (all


decisions)
» Whether?
» What?
» Why?
» How?
» When?
» Where?
» How much?
» How often?

3
Implications of Our Definition,
cont.

• In addition to buying, “CB” includes:


» a
» using
» d
• An “offering” can be
» product
» service
» idea
» activity

4
Implications of Our Definition,
cont.

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

5
Definition

Consumer behavior reflects


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

6
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

7
Influences on Consumer
Behavior

• Psychological core
• Culture: External Influences
• Process of Making Decisions
• CB Outcomes

• Exhibit 1-9 (pg. 14)


• CONSUMER BEHAVIOR MAN!!

8
Groups Interested in
Consumer Behavior Issues

• Marketing Managers

• Consumers

• Regulators and
public policy makers

• Ethicists

9
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

10

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