Chapter One Understanding Consumer Behavior. Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All.

Slides:



Advertisements
Similar presentations
Part Three Markets and Consumer Behavior
Advertisements

Chapter 1 Understanding Consumer Behavior. Learning Objectives~ Ch. 1 1.Define consumer behavior (cb) and explain its elements. 2.Identify the 4 domains.
Building Customer Relationships Through Effective Marketing
Copyright © 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course.
Chapter 1 Understanding Consumer Behavior © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly.
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 1. Explain why marketing managers should understand consumer.
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.
Objectives Be able to define the consumer market and construct a simple model of consumer buyer behavior. Know the four major factors that influence consumer.
Professor S.J. Grant Spring 2007 Overview: Marketing and Consumers BUYER BEHAVIOR, MARKETING 3250.
Copyright©2000 by Houghton Mifflin Company. All rights reserved. 1 QUESTION.
Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR
1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.
Buyer Behavior and the Psychology of Selling: To individual consumers and to the Organizational Buyers.
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
Copyright © Houghton Mifflin Company. All rights reserved. 1–11–1 Marketing Deals with Products, Price, Distribution, and Promotion The Marketing Mix –Four.
Part 2: Planning and Strategy Chapter 4
Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Consumer Decision Making © Nonstock/Jupiterimages 1 © iStockphoto.com/iStock.
Customer and Creating Marketing Strategy
Irwin/McGraw-Hill CHAPTER ONE Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Analyzing Consumer Markets. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallSlide 2 of 31 Possible Questions 1.How do consumer characteristics.
6 CONSUMER BEHAVIOR Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of.
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
11-1 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 11 Marketing Processes and Consumer Behavior.
Consumer Markets and Consumer Buyer Behavior Chapter 6.
Chapter 1 Introduction: Diversity in the Marketplace.
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
NETA PowerPoint Presentations to accompany The Future of Business Fourth Edition Adapted by Norm Althouse, University of Calgary Copyright © 2014 by Nelson.
CHAPTER 5 Consumer Behavior: How & Why People Buy
Essentials of Health Care Marketing 2 nd Ed. Eric Berkowitz Chapter 4 Buyer Behavior.
 Consumer Behavior Consumer Behavior  Model of Consumer Behavior Model of Consumer Behavior  Characteristics Affecting Consumer Behavior Characteristics.
Irwin/McGraw-Hill Welcome!Welcome! Consumer Behavior and Marketing Strategy Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
Introduction: What is Consumer Behavior? MAR 3503 January 10, 2012.
© 2004 Mark H. Hansen Buyer Behavior. 2 A purchase is an exchange the parties to that exchange are the consumer and the marketer the interests of the.
Consumer Markets And Industrial Market. The aim of marketing is to meet and satisfy target customer’s needs and wants better than competitors. Marketers.
Copyright © Houghton Mifflin Company. All rights reserved.7 | 1Copyright © Cengage Learning. All rights reserved.1 | 1 Chapter One Understanding Consumer.
Consumer Behavior Introduction Understanding consumer behavior: Mental models for marketers.
1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)  scope of the organization’s operations  customers.
Chapter 20 Nature and Scope of Marketing 1 Chapter 20 Nature and Scope of Marketing ©2008 Thomson/South-Western.
Chapter 5- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Five Consumer Markets and Consumer Buyer Behavior.
Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven.
Consumer Markets and Consumer Buyer Behavior Chapter 5.
Marketing Management, 13 th ed 6.  After reading this chapter, students should:  Know how consumer characteristics influence buying behavior  Know.
Chapter 5- slide 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall I t ’s good and good for you Chapter 3 Consumer Markets and Consumer.
Ch. 1 Consumer Behavior vs. Marketing Strategy
  Needs   Wants   Drive   Physiological needs   Safety needs   Social needs   Personal needs   Perception   Selective exposure   Selective.
Chapter 1 Consumer Behavior and Marketing Strategy.
Ass. Prof. Dr. Özgür KÖKALAN İstanbul Sabahattin Zaim University.
Dr. Bea Bourne 1. 2 If you have any trouble in seminar, please do call Tech Support at: They can assist if you get “bumped” from the seminar.
Business Essentials 9e Ebert/Griffin Marketing Processes and Consumer Behavior chapter eleven.
Understanding Consumer Behavior
Chapter 5: Understanding Consumer and Business Buyer Behavior
Chapter 1 Ingredients of Change: Functions and Models.
Principles Of Marketing
Consumer Behavior and Marketing Strategy
CHAPTER 1 What Is Marketing? Dr.Dianat Somayeh Ghorbani Gheshm unv.
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Decision Making
Understanding Consumer Behavior
Customer Behaviour.
CONSUMER BEHAVIOR Building Marketing Strategy
Chapter 13 Marketing: Helping Buyers Buy
Consumer Markets and Consumer Buyer Behavior
CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOR
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Behaviour Introduction to Module.
Consumer Decision Making
Presentation transcript:

Chapter One Understanding Consumer Behavior

Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All rights reserved.1 | 2 Key Concepts Define consumer behavior and explain its elements Identify the four domains of consumer behavior Discuss the benefits of studying consumer behavior

Copyright © Houghton Mifflin Company. All rights reserved.7 | 3Copyright © Houghton Mifflin Company. All rights reserved.1 | 3 Marketing “…an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Source: American Marketing Association,

Copyright © Houghton Mifflin Company. All rights reserved.7 | 4Copyright © Houghton Mifflin Company. All rights reserved.1 | 4 Consumer Behavior Reflects totality of consumer’s decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making units (over time).

Copyright © Houghton Mifflin Company. All rights reserved.7 | 5Copyright © Houghton Mifflin Company. All rights reserved.1 | 5 Consumer Behavior Involves Attitude Towards Products Services Activities Ideas

Copyright © Houghton Mifflin Company. All rights reserved.7 | 6Copyright © Houghton Mifflin Company. All rights reserved.1 | 6 What Is Consumer Behavior? (Exhibit 1.2)

Copyright © Houghton Mifflin Company. All rights reserved.7 | 7Copyright © Houghton Mifflin Company. All rights reserved.1 | 7 Consumer Behavior & Consumption Acquisition Usage Disposition

Copyright © Houghton Mifflin Company. All rights reserved.7 | 8Copyright © Houghton Mifflin Company. All rights reserved.1 | 8 Consumer Behavior Dynamic process Can involve many people Involves many decisions

Copyright © Houghton Mifflin Company. All rights reserved.7 | 9Copyright © Houghton Mifflin Company. All rights reserved.1 | 9 Consumer Decisions Whether? What? Why? Why Not? How? Ways? When? Where? How much? How often? How long?

Copyright © Houghton Mifflin Company. All rights reserved.7 | 10Copyright © Houghton Mifflin Company. All rights reserved.1 | 10 Model Of Consumer Behavior (Exhibit 1.8)

Copyright © Houghton Mifflin Company. All rights reserved.7 | 11Copyright © Houghton Mifflin Company. All rights reserved.1 | 11 What Affects Consumer Behavior? Psychological Core Process of Making Decisions Consumer’s Culture Consumer Behavior Outcomes

Copyright © Houghton Mifflin Company. All rights reserved.7 | 12Copyright © Houghton Mifflin Company. All rights reserved.1 | 12 Psychological Core Motivation, Ability, and Opportunity Exposure, Attention, and Perception Categorizing and Comprehending Information Forming and Changing Attitudes Forming and Retrieving Memories

Copyright © Houghton Mifflin Company. All rights reserved.7 | 13Copyright © Houghton Mifflin Company. All rights reserved.1 | 13 Decision Making Process Problem Recognition & Search for Information Judgments & Decisions Post-Decision Evaluations

Copyright © Houghton Mifflin Company. All rights reserved.7 | 14Copyright © Houghton Mifflin Company. All rights reserved.1 | 14 Consumer’s Culture: External Processes/Influences Diversity Social Class & Household Values, Personality, & Lifestyles Reference Groups

Copyright © Houghton Mifflin Company. All rights reserved.7 | 15Copyright © Houghton Mifflin Company. All rights reserved.1 | 15 Consumer Behavior Outcomes Symbolize who we are- external signs used to express our identity Diffuse through a market- influence others’ decision making

Copyright © Houghton Mifflin Company. All rights reserved.7 | 16Copyright © Houghton Mifflin Company. All rights reserved.1 | 16 Who Benefits from Study of Consumer Behavior? Marketing Managers Ethicists/Advocacy Groups Public Policy Makers/Regulators Academics Consumers

Copyright © Houghton Mifflin Company. All rights reserved.7 | 17Copyright © Houghton Mifflin Company. All rights reserved.1 | 17 Subfields of Consumer Psychology/Behavior Advertising- Radio/TV, magazines, etc. Consumer perception- Consumers “taste” with their eyes and ears Life stages- Consumers view product/service from level of maturity Motivation- Why do consumers purchase? Psychology of price- What is something really worth? Source: