Consumer Behavior is a

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					    Chapter 1
Consumers Rule
What is Consumer Behavior?
Consumer behavior: the
 study of the processes
      involved when
  individuals or groups
  select, purchase, use,
 or dispose of products,
    services, ideas, or
  experiences to satisfy
   needs and desires.




                             1- 2
Consumer Behavior is a “Process”




                                   1- 3
Actors in Consumer Behavior

Consumer: a person who
  identifies a need or
  desire, makes a
  purchase, and then
  disposes of the product.
• Purchaser versus user
  versus influencer
• Organization/group as
  consumer




                              1- 4
Consumers’ Impact on Marketing
Why understand consumer behavior?


• Knowledge and data about customers:
   • Help to define market opportunities
   • Identify threats/opportunities to a brand
   • Creates customer satisfaction and brand loyalty




                                                       1- 5
Segmenting Consumers: Demographics
Demographics: statistics
  that measure observable
  aspects of a population,
  such as:
•   Age
•   Gender
•   Family structure
•   Social class and income
•   Race and ethnicity
•   Geography

                                     1- 6
Segmenting Consumers: Lifestyles

Psychographics
• The way we feel
  about ourselves
• The things we value
• The things we do in
  our spare time
• Our personalities
• AIO


                                   1- 7
The Meaning of Consumption
• People often buy products not for what they do, but
  for what they mean
• Consumers can develop relationships with brands:

   Self-Attachment Concept    Nostalgic Attachment



      Interdependence                Love




                                                     1- 8
Virtual Consumption

• Impact of the Web on
  consumer behavior
   • 24/7 shopping
     without leaving home
   • Instantaneous access
     to news
   • Handheld devices &
     wireless
     communications



                            1- 9
Virtual Consumption (cont.)

• C2C Consumer Behavior
   • Social Networking Sites (Facebook, MySpace, etc.)
   • Virtual brand communities
   • Consumer chat rooms

• “Wired” Americans spend…
   • Less time with friends/family
   • Less time shopping in stores
   • More time working at home after hours

• But, e-mail can strengthen family ties


                                                         1- 10
The Consumer “Dark Side”

  Consumer
   terrorism
                                     Addictive
                                    consumption




 Compulsive
 consumption                         Consumed
                                     consumers



               Illegal activities

                                                  1- 11
Wheel of Consumer Behavior




                             1- 12

				
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posted:1/23/2013
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