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Consumer Behavior: Buying, Having, Being - Chapter 1, Exams of Advanced Education

University of WitwatersrandAdvanced Education

An introduction to the field of consumer behavior, exploring the processes involved in how individuals and groups select, purchase, use, and dispose of products, services, ideas, or experiences to satisfy needs and desires. It delves into key concepts such as demographics, consumer-brand relationships, maslow's hierarchy of needs, and the positivist and interpretivist approaches to consumer behavior research. The document also introduces various terms and concepts related to consumer behavior, such as the 80/20 rule, alternate-reality games, and the culture of participation.

Typology: Exams

2024/2025

Available from 12/15/2024

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CONSUMER BEHAVIOR CHAPTER 1
BUYING, HAVING, BEING
Consumer behavior - the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires.
Demographics are - Age
Gender
Family structure
Social class/income
Race/ethnicity
Geography
Self-concept attachment - the product establishes the user's identity
Nostalgic attachment - the product links with the past
Interdependence - the product is part of user's daily routine
Consumer-Brand Relationships - Self-concept attachment
Nostalgic attachment
Interdependence
Love
Classifying Consumer Needs - Need for affiliation
Need for power
Need for uniqueness
Maslow's Hierarchy of Needs - Self Actualization
Ego Needs
Belongingness
Safety
Physiological
Technology and culture create a new ___________ - "always on" consumer.
MICRO CONSUMER BEHAVIOR - Individual Focus
MACRO CONSUMER BEHAVIOR - Social Focus
Positivist approach - the researcher is concerned with gaining knowledge in a world
which is objective using scientific methods of enquiry. Methods associated with this
paradigm include experiments and surveys where quantitative data is the norm.
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CONSUMER BEHAVIOR CHAPTER 1

BUYING, HAVING, BEING

Consumer behavior - the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Demographics are - Age Gender Family structure Social class/income Race/ethnicity Geography Self-concept attachment - the product establishes the user's identity Nostalgic attachment - the product links with the past Interdependence - the product is part of user's daily routine Consumer-Brand Relationships - Self-concept attachment Nostalgic attachment Interdependence Love Classifying Consumer Needs - Need for affiliation Need for power Need for uniqueness Maslow's Hierarchy of Needs - Self Actualization Ego Needs Belongingness Safety Physiological Technology and culture create a new ___________ - "always on" consumer. MICRO CONSUMER BEHAVIOR - Individual Focus MACRO CONSUMER BEHAVIOR - Social Focus Positivist approach - the researcher is concerned with gaining knowledge in a world which is objective using scientific methods of enquiry. Methods associated with this paradigm include experiments and surveys where quantitative data is the norm.

Interpretivist approach - "associated with the philosophical position of idealism, and is used to group together diverse approaches, including social constructionism, phenomenology and hermeneutics; approaches that reject the objectivist view that meaning resides within the world independently of consciousness 80/20 rule - a rule-of-thumb in volume segmentation, which says that about 20 percent of consumers in a product category (the heavy users) account for about 80 percent of sales Alternate-reality game (ARG) - an application that blends online and offline clues and encourages players to collaborate to solve a puzzle Asynchronous interactions - message posts that don't require all participants to respond immediately B2C e-commerce - businesses selling to consumers through electronic marketing Big Data - the collection and analysis of extremely large datasets to identify patterns of behavior in a group of consumers C2C e-commerce - consumer-to-consumer activity through the Internet Consumer - a person who identifies a need or desire, makes a purchase, and/or disposes of the product Consumption communities - Web groups where members share views and product recommendations online Culture of participation - the driving philosophy behind social media that includes a belief in democracy; the ability to freely interact with other people, companies, and organizations; open access to venues that allow users to share content from simple comments to reviews, ratings, photos, stories, and more; and the power to build on the content of others from your own unique point of view Database marketing - tracking consumers' buying habits very closely, and then crafting products and messages tailored precisely to people's wants and needs based on this information Demographics - the observable measurements of a population's characteristics, such as birthrate, age distribution, and income Digital native - young people who have grown up with computers and mobile technology; multitaskers with cell phones, music downloads, and instant messaging on the Internet; people who are comfortable communicating online and by text and IM rather than by voice

Positivism - a research perspective that relies on principles of the scientific method and assumes that a single reality exists; events in the world can be objectively measured; and the causes of behavior can be identified, manipulated, and predicted Productivity orientation - a continual striving to use time constructively Relationship marketing - strategic perspective that stresses the long-term, human side of buyer seller interactions Role theory - the perspective that much of consumer behavior resembles actions in a play