Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

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Presentation transcript:

Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

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

Implications of our Definition Totality of Decisions (all decisions) Whether? What? Why? How? When? Where? How much? How often?

Implications of Our Definition, cont. In addition to buying, “CB” includes: a using d An “offering” can be product service idea activity

Implications of Our Definition, cont. Consumer behavior may involve several people (decision making units) is dynamic (changes over time)

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

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

Influences on Consumer Behavior Psychological core Culture: External Influences Process of Making Decisions CB Outcomes Exhibit 1-9 (pg. 14) CONSUMER BEHAVIOR MAN!!

Groups Interested in Consumer Behavior Issues Marketing Managers Consumers Regulators and public policy makers Ethicists

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

Chapter 1 Review Definition of CB Factors that affect CB Exhibit 1-2 (pg. 4) Factors that affect CB Exhibit 1-9 (pg. 14) Why should we study CB?