Consumer Behavior Meeting Changes and Challenges

The Syllabi

The Goal To understand what CB is and the different types of Consumers To understand the relationship between CB and the marketing concept To understand how technologies are enabling marketers to better satisfy the needs and wants of consumers To understand how marketers are increasingly able to reach consumers wherever consumers wish to be reach

Consumer Behavior Is defined as the behavior that consumers undertake in: Searching/seeking; Purchasing; Using; Evaluating and; Disposing Of a products and services that they expect will satisfy their needs.

CB includes how consumer think (their mental decisions) and feel, and the physical actions that result from those decisions. CB is the study of how individuals make decisions to spend their available resources (money, time and effort) on product and services.

Now… Mention one of your favorite things/products (must be consuming at least three times in a year) Identify your personal behavior as consumer toward that product Do you think your personal behavior could be as a representation of most consumers behavior in consume that product?

Next… Compare your behavior to your friends who has a different category of product Do you find any differences or similarity of your behavior? Mention! Doing prediction! Do you think, there will be any difference behavior for people in consuming the same product with yours in next 5 or 10 years?

Two different Kinds of consuming entity Personal Consumer Organizational Consumer

In what term are they difference? Personal Consumer: PC / Laptop Airlines Food and Beverage Entertainment Furniture Organizational Consumer: PC / Laptop Airlines Food and Beverage Entertainment Furniture

The impact of Digital Technology on Marketing Strategies Consumers have more power than ever before Consumers have access to information than ever before Marketers can and must offer more services and products than ever before The exchange between marketers and customers is increasingly interactive and instantaneous Marketers can gather more information about consumers more quickly and easily Impact reaches beyond the PC-based connection to the Web

What do the challenges Marketers face?

Interdisciplinary Subject Psychology (the study of individual) Sociology (the study of groups) Social Psychology (the study of how an individual operates in group) Anthropology (the influence of society on the individual) Economics to form the basis of the new marketing discipline

A simplified Model of Consumer Decision Making 

Thank You