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  • Chapter 2 Consumer Behaviour

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    prashantBhople
    186 vues10 pages
    The document defines consumer behavior as reflecting all decisions made by people over time regarding the acquisition, consumption, and disposal of offerings. It notes that consumer behavior involves total decisions, including what, why, how, when, where, how much, and how often to purchase or use offerings, which can include products, services, ideas, or activities. Consumer behavior also includes using and disposing of offerings and may involve several decision makers. It changes over time. Studying consumer behavior benefits marketing managers, consumers, regulators, and ethicists by informing decisions around market segmentation, targeting, positioning, and the marketing mix.

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    The document defines consumer behavior as reflecting all decisions made by people over time regarding the acquisition, consumption, and disposal of offerings. It notes that consumer behavior involves total decisions, including what, why, how, when, where, how much, and how often to purchase or use offerings, which can include products, services, ideas, or activities. Consumer behavior also includes using and disposing of offerings and may involve several decision makers. It changes over time. Studying consumer behavior benefits marketing managers, consumers, regulators, and ethicists by informing decisions around market segmentation, targeting, positioning, and the marketing mix.

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    186 vues10 pages

    Chapter 2 Consumer Behaviour

    Transféré par

    prashantBhople
    The document defines consumer behavior as reflecting all decisions made by people over time regarding the acquisition, consumption, and disposal of offerings. It notes that consumer behavior involves total decisions, including what, why, how, when, where, how much, and how often to purchase or use offerings, which can include products, services, ideas, or activities. Consumer behavior also includes using and disposing of offerings and may involve several decision makers. It changes over time. Studying consumer behavior benefits marketing managers, consumers, regulators, and ethicists by informing decisions around market segmentation, targeting, positioning, and the marketing mix.

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    © All Rights Reserved
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    Signaler comme contenu inapproprié
    sur 10

    Chapter 2

    INTRODUCTION TO
    CONSUMER BEHAVIOR

    Prof. Sandeep Rathod

    1
    Definition

    Consumer behavior reflects


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

    2
    Implications of our Definition

    • Totality of Decisions (all


    decisions)
    » Whether?
    » What?
    » Why?
    » How?
    » When?
    » Where?
    » How much?
    » How often?

    3
    Implications of Our Definition,
    cont.

    • In addition to buying, “CB” includes:


    » a
    » using
    » d
    • An “offering” can be
    » product
    » service
    » idea
    » activity

    4
    Implications of Our Definition,
    cont.

    • Consumer behavior
    » may involve several people (decision making
    units)
    » is dynamic (changes over time)

    5
    Definition

    Consumer behavior reflects


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

    6
    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

    7
    Influences on Consumer
    Behavior

    • Psychological core
    • Culture: External Influences
    • Process of Making Decisions
    • CB Outcomes

    • Exhibit 1-9 (pg. 14)


    • CONSUMER BEHAVIOR MAN!!

    8
    Groups Interested in
    Consumer Behavior Issues

    • Marketing Managers

    • Consumers

    • Regulators and
    public policy makers

    • Ethicists

    9
    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

    10

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