MKTG 504 - CONSUMER BEHAVIOR. WHO, WHEN, HOW, WHERE. Dr. Dennis Pitta University of Baltimore. CONSUMER BEHAVIOR. The subject of human behavior that is concerned with the decisions and acts of individuals in purchasing and using products. . BUYING BEHAVIOR.
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WHO, WHEN, HOW, WHERE.........
Dr. Dennis Pitta
University of Baltimore
The subject of human behavior that is concerned with the decisions and acts of individuals in purchasing and using products.
The decision processes and actions of individuals involved in buying and using products.
Income is spent on goods providing
MARGINAL UTILITY CONCEPT
PROBLEMS WITH THE MODEL:
MAN NOT ALWAYS RATIONAL
NO PERFECT INFORMATON
(E.G., ELASTICITY - at what price will utility decrease?)
MANY: BRAND LOYALTY
Uses PROJECTIVE TECHNIQUES
PROBLEMS WITH THE MODEL:
Study the picture on the right until your imagination begins to form a story about it. There are no rules except that your story should have a beginning
(what has happened in the story so far), middle (what is happening now), and an end (how things turn out).
MANY FACTORS AFFECT BEHAVIOR:
Personality = The collection of relatively permanent tendencies to behavior in consistent ways in certain situations.
Attitudes = Enduring feelings, evaluations, and responses - tendencies directed toward an object or idea.
May be positive or negative.
Attitudes does not equal buying intentions.
Resistant to changes.
Perception = The process through which an individual selects relevant stimuli from the environment, organizes them and assigns meaning to them.
Motivation = The driving force that causes a person to take action to satisfy specific needs or wants.
Example: Maslow’s hierarchy.
Love and belonging
Learning = The process through which a relatively permanent change in behavior results from the consequences of past behavior.
Direct Experience = actual use
Indirect Experience = information obtained from others or observation of the behavior of others.
Brand Loyalty -> learned through positive reinforcement.
Extinction -> weakening of well-established habit by unsatisfactory experiences.
CONCERNED WITH THE ADOPTION OF NEW PRODUCTS
population over time?
“THE BUYING CENTER”
BASED ON ROLES
NAIS( old SIC) CODE - STANDARD INDUSTRIAL CLASSIFICATION