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Intro to Consumer

Behavior
Consumer
behavior--what is it?
Applications
Consumer Behavior
and Strategy
Elements of strategy
Consumer Analysis

Consumer behavior
outcomes
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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.
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Applications of Consumer
Behavior
Marketing Strategy
Regulatory (Public)
Policy
Social Marketing
Personal Consumer
Skills

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Orientations in the Study of


Consumer Behavior
Anthropology
Economics
History and
geography
Psychology
Sociology

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Anthropology
The study of
people within and
across cultures
Emphasis on crosscultural differences
Questioning of
assumptions within
own culture
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Economics
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
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

History and Geography


Origins of behavior,
perspectives, and
traditions
Impact of geography
on individuals
Isolation
Language development
Climate

Geographic
determinism
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Psychology
Study of human
thinking and behavior
Some issues
Personality
Personal development
Cognition (thinking),
perception
Attention and its
limitations
Learninge.g.,
acquired tastes
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Sociology
Cultural and
interpersonal
influences on
consumptione.g.,
Fads, fashions
Diffusion of
innovation
Popular culture

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Marketing Strategy and


Consumer Behavior

MARKET
ANALYSIS

MARKETING
STRATEGY
MKTG 371

MARKET
SEGMENTATION

CONSUMER
DECISION
PROCESSES
INTRO TO ONSUMER BEHAVIOR

OUTCOMES

Lars Perner, Instructor

10

Market Analysis
Components

MKTG 371

Consumers
Firms
Competitors
Conditions
(environment)

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

11

Market Segmentation
(covered in more detail later)

Product-related
need sets
Segments:
customers with
similar needs and
responses
Segment
description
Segment selection
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

12

Elements in Marketing
Strategy

Product
Communications
Price
Distribution
Service

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

13

Outcomes
Firm

Society

Product
position/perception
Sales
Customer
satisfaction

Economic
Physical
environment
Social welfare

Individual
Need satisfaction
Injurious
consumption
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

14

The Nature of Consumer


Behavior

External Influences
Internal Influences
Self-Concept
Situations
Experiences and
acquisitions

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

15

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?
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

16

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.)
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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