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Consumer Behavior and Marketing Staetgy

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					    Chapter 1

Consumer Behavior and
  Marketing Strategy
The Nature of Consumer Behavior
• Consumer behavior is 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 impact that these processes have on
  consumer and society.
• Consumer behavior is defined as the
  behavior that consumers display in
  searching for, purchasing, using,
  evaluating and disposing of products and
  services that expect will satisfy their
  needs.
• The acts , processes and social
  relationships exhibited by individuals,
  groups and organizations in the
  obtainment, use of and consequent
  experience with products, services, and
  other resources.
    Application of consumer Behavior
•   Marketing Strategy
•   Regulatory Policy
•   Social Marketing
•   Informed Individuals
Marketing Strategy and Consumer
            Behavior
      Outcomes
      Individual
      Firm
      Society



     Consumer decision process
     Problem recognition
     Information search
     Alternative evaluation
     Purchase
     Use
     Evaluation


      Marketing Strategy
      Product, Price, Place, Promotion
Market segmentation
Identify product related need sets
Group customers with similar need sets
Describe each group
Select alternative segment(s) to select



Market analysis
Company,
Competitors
Conditions
Consumers
    Market Analysis components
•   The consumers
•   The Company
•   The Competitors
•   The Condition
           The Competitors
• If we are successful. Which firms will be
  hurt?
• Of those firm that are injured, which have
  the capability to respond?
• How are they likely to respond?
• Is our strategy robust enough to withstand
  the likely action of our competitors, or do
  we need additional contingency plans
         Market segmentation
•   Product related need sets
•   Consumer with similar need sets
•   Description of Each group
•   Attractive segment (s) to serve
          Marketing Strategy
•   The products
•   Promotion/ Communication
•   Price
•   Place/ Distribution
           Communications
• With whom, exactly, do we want to
  communicate?
• What effects do we want our communication to
  have on the target audience?
• What message will achieve the desired effects
  on our audience?
• What means and media should we use to reach
  the target audience?
• When should we communicate with the target
  audience?
           Consumer decision
•   Problem recognition
•   Information search
•   Alternative evaluation
•   Purchase
•   Use
•   Evaluatoin
              Outcomes
• Firms outcomes
• Individual outcomes
• Society outcomes
           Firm outcomes
• Product position
• Sales
• Customer satisfaction
        Individual outcomes
• Need satisfaction
• Injurious consumption
         Society outcomes
• Economic outcomes
• Physical environment outcomes
• Social walfare
The Nature of Consumer Behavior

External Influence
Culture
Subculture
Demographics
Social status                       Decision process
Reference group                     Situations
Family                              Problem recognition
                     Self Concept
Marketing activity
                     & Lifestyle
                                    Information search
Internal Influence                  Alternative evaluatio
Perception                          Purchase
Learning                            Post purchase beha
Memory
Motives
Personality
Emotions
Attitude

				
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posted:8/24/2012
language:English
pages:18