Scribd
Upload
11 views23 pages

CH 1

The document introduces consumer behavior, defining it as the actions consumers take in relation to products and services. It outlines various marketing concepts, including production, product, selling, marketing, and societal marketing concepts, emphasizing the importance of understanding consumer needs. Additionally, it discusses the impact of the digital revolution on marketing strategies and the necessity of studying consumer behavior for effective marketing and public service initiatives.

Uploaded by

Irshad Hussain Sarki
Copyright
© © All Rights Reserved
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
11 views23 pages

CH 1

The document introduces consumer behavior, defining it as the actions consumers take in relation to products and services. It outlines various marketing concepts, including production, product, selling, marketing, and societal marketing concepts, emphasizing the importance of understanding consumer needs. Additionally, it discusses the impact of the digital revolution on marketing strategies and the necessity of studying consumer behavior for effective marketing and public service initiatives.

Uploaded by

Irshad Hussain Sarki
Copyright
© © All Rights Reserved
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
You are on page 1/ 23

Chapter 1

Introduction to Consumer
Behaviour

Schiffman/Kanuk
Introduction

 Customer Behavior or Consumer


Behavior

 Behavior or Attitude

1-2
Consumer Behaviour

The behaviour that consumers


display in searching for,
purchasing, using, evaluating,
and disposing of products and
services that they expect will
satisfy their needs.
1-3
Personal Consumer

The individual who buys goods


and services for his or her own
use, for household use, for the
use of a family member, or for a
friend.

1-4
Development of the Marketing
Concept
Production
Concept

Product Concept

Selling Concept

Marketing
Concept

Societal, Green/Sustainable Marketing

1-5
The Production Concept
 Assumes that consumers are interested
primarily in product availability at low
prices
 Marketing objectives:
– Cheap, efficient production
– Intensive distribution
– Market expansion

1-6
The Product Concept

 Assumes that consumers will buy the


product that offers them the highest
quality, the best performance, and the
most features
 Marketing objectives:
– Quality improvement
– Addition of features
 Tendency toward Marketing Myopia
1-7
The Selling Concept

 Assumes that consumers are unlikely


to buy a product unless they are
aggressively persuaded to do so
 Marketing objectives:
– Sell, sell, sell
 Lackof concern for customer needs
and satisfaction
1-8
The Marketing Concept

 Assumes that to be successful, a


company must determine the needs and
wants of specific target markets and
deliver the desired satisfactions better
than the competition
 Marketing objectives:
– Profits through customer satisfaction
1-9
The Societal Marketing Concept
 All companies prosper when society
prospers.
 Companies, as well as individuals,
would be better off if social
responsibility was an integral
component of every marketing decision.
 Requires all marketers adhere to
principles of social responsibility.
1-10
Implementing the Marketing
Concept
 Consumer Research
 Segmentation
 Targeting
 Positioning

1-11
Segmentation, Targeting, and
Positioning
 Segmentation: process of dividing the
market into subsets of consumers with
common needs or characteristics
 Targeting: selecting one ore more of
the segments to pursue
 Positioning: developing a distinct
image for the product in the mind of
the consumer
1-12
Successful Positioning

 Communicating the benefits of


the product, rather than its
features
 Communicating a Unique Selling
Proposition for the product

1-13
The Marketing Mix

 Product
 Price
 Place
 Promotion

1-14
Digital Revolution in the
Marketplace
 Allows customization of products,
services, and promotional messages
like never before
 Enhances relationships with customers
more effectively and efficiently
 Has increased the power of customers
and given them access to more
information
1-15
Digital Revolution in the
Marketplace - Continued
 The exchange between consumers
and marketers has become more
interactive
 May affect the way marketing is
done

1-16
Changes brought on by the
digital revolution
 Changes in segmentation strategies
 Re-evaluation of promotional budgets
– reduced impact of television?
– More internet-based promotion?
 Integrated marketing becomes critical
– Using off-line promotions to drive
consumers to company’s website (and vice-
a-versa)
» Continued
1-17
Changes brought on by the digital
revolution - continued
 Revamping distribution systems
– Direct distribution becomes more of an option
 Pricingmethods may need to be re-
evaluated
– Comparison shopping made easier
 Consumer research methods may
change
– How do you measure web-based promotions?
1-18
Why study consumer behaviour?

 Understanding consumer behaviour


will help you become better marketers
as it is the foundation for
 Segmenting markets
 Positioning products
 Developing an appropriate marketing
 continued

1-19
Why study consumer behaviour?

 Knowledge of consumer behaviour is


essential for non-profit organizations
– Non profits have different customers to
please
– Donors, users, volunteers, general public,
government
» continued

1-20
Why study consumer behaviour?
 Publicservice initiatives have to be
based on an understanding of
consumer behaviour
– Canada’s largest advertiser is the federal
government
– Most government initiatives (e.g.,
antismoking campaigns) need a
knowledge of consumer behaviour to
succeed
» continued
1-21
Why study consumer behaviour?

 Better
understanding of our own
consumption behaviour

1-22
1-23

You might also like