Transcript Consumer Behaviour 2 - CIRCLE International

Introduction to
Consumer Behaviour
By Tahir Rashid
Consumer
Research
Methodology used to study
consumer behavior.
Market
Segmentation
The process of dividing a
potential market into distinct
subsets of consumers and
selecting one or more
segments as a target market
to be reached with a distinct
marketing mix.
Personal
Consumer
The individual who buys
goods and services for his or
her own use, for household
use, for the use of a family
member, or for a friend.
(Also referred to as the
Ultimate Consumer or End
User.)
Organizational
Consumer
A business, government
agency, or other institution
(profit or nonprofit) that
buys the goods, services,
and/or equipment necessary
for the organization to
function.
Consumer Behavior as an
Academic Discipline and an
Applied Science
• Factors that contributed to the growing interest in
consumer behavior:
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accelerated rate of new product development
consumer movement
public policy concerns
environmental concerns
the opening of national markets throughout the
world
Consumer
Behavior
The behavior that consumers
display in searching for,
purchasing, using,
evaluating, and disposing of
products, services, and ideas.
The Marketing Concept
• To be successful, a company must
determine the needs and wants of specific
target markets and deliver the desired
satisfactions better than the competition.
Marketing
Concept
A consumer-oriented
philosophy that suggests that
satisfaction of consumer
needs provides the focus for
product development and
marketing strategy to enable
the firm to meet its own
organizational goals.
The Scope of
Consumer
Behavior
• How do individuals make decisions to spend their
resources (time, money, effort).
– Includes: what they buy, why they buy it, when they
buy it, where they buy it, how often they buy it, and
how often they use it.
• How do individuals dispose of their once-new
purchases.
– Includes: do they store it, throw it or give it away, sell
it, rent it, or lend it out?
Consumer Behavior’s
Interdisciplinary
Roots
• Consumer Behavior borrows from
psychology, sociology, social psychology,
anthropology.
• All factors combine to form a comprehensive
model that reflects both the cognitive and
emotional aspects of consumer decision
making.