Chapter 1 introduction to consumer behavior
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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?

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Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

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Chapter 1 introduction to consumer behavior

Chapter 1INTRODUCTION TO CONSUMER BEHAVIOR


Definition

Definition

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


Implications of our definition

Implications of our Definition

  • Totality of Decisions (all decisions)

    • Whether?

    • What?

    • Why?

    • How?

    • When?

    • Where?

    • How much?

    • How often?


Implications of our definition cont

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 cont1

Implications of Our Definition, cont.

  • Consumer behavior

    • may involve several people (decision making units)

    • is dynamic (changes over time)


Definition1

Definition

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


Small group exercise

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


Influences on consumer behavior

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

Groups Interested in Consumer Behavior Issues

  • Marketing Managers

  • Consumers

  • Regulators and public policy makers

  • Ethicists


Why study consumer behavior

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


Chapter 1 review

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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