Intro to consumer behavior
1 / 17

- PowerPoint PPT Presentation

  • Updated On :

Intro to Consumer Behavior. Consumer behavior--what is it? Applications Consumer Behavior and Strategy Elements of strategy Consumer Analysis Consumer behavior outcomes. One Definition.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about '' - vladimir

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Intro to consumer behavior l.jpg
Intro to Consumer Behavior

  • Consumer behavior--what is it?

  • Applications

  • Consumer Behavior and Strategy

    • Elements of strategy

    • Consumer Analysis

  • Consumer behavior outcomes

One definition l.jpg
One Definition

  • Consumer behavior: the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Applications of consumer behavior l.jpg
Applications of Consumer Behavior

  • Marketing Strategy

  • Regulatory (Public) Policy

  • Social Marketing

  • Personal Consumer Skills

Orientations in the study of consumer behavior l.jpg
Orientations in the Study of Consumer Behavior

  • Anthropology

  • Economics

  • History and geography

  • Psychology

  • Sociology

Anthropology l.jpg

  • The study of people within and across cultures

  • Emphasis on cross-cultural differences

  • Questioning of assumptions within own culture

Economics l.jpg

  • Basic economic issues

    • Supply and demand

    • Rational decision making

    • Perfect information

  • Emphasis on predicting behavior

  • Complications in real life

  • Behavioral economics—e.g., “mental accounting”

History and geography l.jpg
History and Geography

  • Origins of behavior, perspectives, and traditions

  • Impact of geography on individuals

    • Isolation

    • Language development

    • Climate

  • Geographic determinism

Psychology l.jpg

  • Study of human thinking and behavior

  • Some issues

    • Personality

    • Personal development

    • Cognition (thinking), perception

    • Attention and its limitations

    • “Learning”—e.g., acquired tastes

Sociology l.jpg

  • Cultural and interpersonal influences on consumption—e.g.,

    • Fads, fashions

    • Diffusion of innovation

    • Popular culture

Marketing strategy and consumer behavior l.jpg
Marketing Strategy and Consumer Behavior











Market analysis components l.jpg
Market Analysis Components

  • Consumers

  • Firms

  • Competitors

  • Conditions (environment)

Market segmentation covered in more detail later l.jpg
Market Segmentation(covered in more detail later)

  • Product-related need sets

  • Segments: customers with similar needs and responses

  • Segment description

  • Segment selection

Elements in marketing strategy l.jpg
Elements in Marketing Strategy

  • Product

  • Communications

  • Price

  • Distribution

  • Service

Outcomes l.jpg


Product position/perception


Customer satisfaction


Need satisfaction

Injurious consumption



Physical environment

Social welfare


The nature of consumer behavior l.jpg
The Nature of Consumer Behavior

  • External Influences

  • Internal Influences

  • Self-Concept

  • Situations

  • Experiences and acquisitions

Why we buy some issues l.jpg
Why We Buy: Some Issues

  • Questions academics relatively well: Whether, how, why?

  • Questions academics answer less well:

    • How much?

    • Which effect is stronger?

    • What if…?

Why we buy issues l.jpg
Why We Buy Issues

  • “Conversion” and “interception” rates

  • The “Transition Zone”

  • Thinking like a consumer who is in the shopping setting!

  • A note on exam questions from the text: You need to have read the book to be able to answer! (The answers are not obvious.)