1. Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

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

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

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

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

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

7. 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

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

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

10. 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

11. 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?