Transcript What Is Consumer Behavior?

BEHAVIOUR
CONSUMER BEHAVIOUR
What Is Consumer Behavior?
Activities people undertake when
obtaining,
consuming, and
disposing
of products and services
OBTAINING
REFERS TO THE ACTIVITIES LEADING UP TO
AND INCLUDING THE PURCHASE OR
RECIPT OF A PRODUCT
CONSUMING
 HOW
 WHERE
 WHEN
 WHAT
CONSUMERS USE PRODUCTS
DISPOSING
HOW CONSUMERS GET RID
OF
PRODUCTS AND PACKAGING
Consumer Behavior
The behavior that consumers
display in searching for,
purchasing, using,
evaluating, and disposing of
products and services that
they expect will satisfy their
needs.
WHY
WE
BUY
Consumer Behavior Is
Interdisciplinary
Psychology
Economics
Anthropology
Sociology
Social
psychology
Why Study Consumer Behavior?
Consumer Behavior Determines the
Success of Marketing Programs
Marketing can be used to
influence brand choice and
purchase, while Demarketing
can influence people to stop
harmful consumption
“The Customer is King”
Organization influenced by
consumer needs and wants
Why Study Consumer Behavior?
Consumer Behavior Determines the
Success of Marketing Programs
Organizations that are Customercentric use a total marketing approach
to focus their resources on satisfying
customers
Why Study Consumer Behavior?
•Consumer Behavior Determines the
Economic Health of a Nation
•Consumer Behavior Determines the
Success of Marketing Programs
•Consumer Behavior Determines the
Economic Health of Everyone
Educating
Consumers
About
Crises
Educating Consumers About Health
Understanding consumers’ issues or
problems and developing methods to
reach and educate consumers
Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
Consumer Behavior Determines the
Success of Marketing Programs
Consumer Behavior Determines the
Economic Health of Everyone
Consumer Behavior Helps
Formulate Public Policy
SOME DELIBRATIONS
Evolution of Consumer Behavior
Supply Chain:
all the organizations involved in taking a
product from inception to final
consumption
- Manufacturers
- Wholesalers
- Retailers
- Facilitating Organizations
Consumers’ Increased Influence on
Business
Evolution of Consumer Behavior
Wholesaler
Wholesaler
Manufacturer
Manufacturer
Manufacturing
Orientation
Retailer
Retailer
Consumer
Consumer
Selling
Marketing Consumer
Orientation Orientation Orientation
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
- Motivation research
- Positivism
- Postmodernism
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
Consumer Orientation
Consumer Orientation
Beyond a marketing focus
How all organizations in a demand chain
adapt to changing consumer lifestyles
and behaviors bringing product design,
logistics, manufacturing, and retailing
together
Role of consumers in shaping many
aspects of life—society, government,
social programs, health cares, and other
areas
SOME DELIBRATIONS
HOW TO STUDY
CONSUMER BEHAVIOUR
OBSERVATION
CONSUMER
BEHAVIOUR
EXPERIMENTATION
INTERVIEWS
AND
SURVEYS
The Underlying Principles of
Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different;
Consumers Are Alike
The Consumer Has Rights
Consumers appear different but
respond in similar ways to brands
A Simple Model of Consumer Decision Making - Figure