1. Consumer Behavior IIB 3430
Dr. Kevin Wongleedee

2. Agenda
Introductions
Syllabus highlights
Course overview
Assignment

3. Syllabus Highlights Course Objective: Class materials:
To develop a deeper understanding of and appreciation for consumers
To learn how to better serve your customers and develop strong relationships
Class materials:
Consumer Behavior: Building Marketing Strategy, 9th edition (Hawkins, Best, and Coney)

4. Syllabus Highlights Requirements: Individual Components Percent
Participation
Two 100 points each 40
Team Components
Phase 1: Assignments
Phase 2: Presentation
Phase 3: Implementation Report 10
100

5. Keys to Success Come to class prepared Treat others professionally
Keep up on readings
Stay on top of deadlines
Treat others professionally
Show pride in your work
Be respectful

6. Considered appropriate:
Be considerate of others
Get involved and participate
Strive to be a good teammate
Manage your time wisely

7. Please refrain from: Coming in late Leaving class early
Sidebar conversations
Cellular phone interruptions
Eating food in the classroom

8. Honor Code What is academic misconduct? How will it be dealt with?
Any activity that compromises the academic integrity of the institution or subverts the educational process.
How will it be dealt with?
You will be dismissed from the class.
The University Committee on Academic Misconduct will be notified.

9. Course Overview What is consumer behavior? Why study it?
How does this relate to marketing?
Some “essential tools”

10. What is Consumer Behavior?
“The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impact that these processes have on the consumer and society”
-- Hawkins, Best, and Coney 2004
“The study of the cognitive, emotional, and physical activities associated with the perception, evaluation, choice, acquisition, use, and disposition of goods and services.”

12. Why Study Consumer Behavior?
The Marketing Concept:
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create more satisfying exchanges than the competition.
Corollary:
Success in the marketplace requires: knowing, then attracting, satisfying, and retaining customers.

13. Why Study Consumer Behavior?
No brand/product can appeal to all people.
Firms must segment the market into groups with relatively homogeneous preferences and target one or more groups.
Firms must position their offerings in the hearts and minds of these individuals in a favorable way.
Firms must examine all of the touch points that shape how a consumer will respond to their offering.

14. Why Study Consumer Behavior?
Our guesses about people are inaccurate.
This is because human nature leads us to believe that other people think like us
false consensus
People tend to perceive differences even when they don’t exist
stereotyping

15. Why Study Consumer Behavior?
Therefore, we must strive to…
Identify customer needs and wants
Engage in research
Understand how customers will respond to different messages and environments
Learn about and apply theories
Anticipate where preferences are headed
Staying informed

16. Essential Tools: Consumer Decision Making Demographics / Trends
Information Processing
Social Influence

17. Consumer Decision Making
Consumer-side
Marketer-side
Need
Recognition
Search
Alternative
Evaluation
Choice
Post-Purchase
Evaluation
Awareness
Interest
Desire
Action

18. Essential Tools: Consumer Decision Making Demographics / Trends
Information Processing
Social Influence

19. Demographic Trends: Aging population
Cultural Diversity & Globalization
                                                                  

20. Lifestyle & Segment Trends:
Staying connected
Cellular phones
Instant messaging
Health & Fitness
Atkins
Water

21. Essential Tools: Consumer Decision Making Demographics / Trends
Information Processing
Social Influence

22. Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase

23. Essential Tools: Consumer Decision Making Demographics / Trends
Information Processing
Social Influence

24. Social Influence Creating “Buzz” through word of mouth
Cultural and generational influence
Family & Group Influence

25. Assignment Carefully read the syllabus Study Chapter 1 of the textbook
There will be a quiz on it next time
Study Chapter 1 of the textbook
Begin applying the strategic framework discussed to the team project we will be working on
What do we know about the 5 Cs, Segmentation, Targeting, and Positioning?