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Consumer Behavior

Buying, Having and Being Session 1 Chapter no: 1 9 th (^) Edition

Course Overview

Course Description:

• (^) Consumer behavior is the course within the marketing curriculum that most directly applies concepts, principles, and theories from the various social sciences to the study of the factors that influence the acquisition, consumption, and disposition of products, services, and ideas. Knowledge of consumer behavior principles is becoming increasingly important for the marketing manager and the public policy maker. Quite simply, in order to make good decisions the manager must have an understanding of how consumers are likely to respond to the actions of the firm or the government. In addition, an understanding of the factors that influence consumers may assist an individual in understanding his or her own buying patterns. The principles from a number of disciplines are used to describe and explain consumer behavior, including economics, psychology, social psychology, sociology, and anthropology. The course is demanding, but I think students will find that it can help them not only in their marketing careers, but also in their personal lives. Course Methodology :
• (^) Lectures, case study, articles, group discussion, written examination.

Contributing Disciplines

• (^) Anthropology
• (^) Sociology
• (^) Psychology
• (^) Economics
• (^) History
• (^) Semiotics

Chapter Objectives:

• (^) Consumer behavior is a process.
• (^) Consumer use products to help them define their identities in different settings.
• (^) Marketer needs to understand the wants and needs of different consumer segments.
• (^) The web is changing the consumer behavior.
• (^) Consumer behavior relates to other issues in our lives.
• (^) Consumer activities can be harmful to individuals and to society.
• (^) Different types of specialists study consumer behavior.
• (^) There are two major perspective that seeks to understand and study consumer behavior.

CONSUMER BEHAVIOR INCLUDES/FOCUSES

ON

• (^) What they buy
• (^) Why they buy
• (^) When they buy
• (^) How they buy
• (^) Where they buy
• (^) How often they use it
• (^) How they evaluate it after purchase
• (^) Impact of such evaluation in the future purchases
• (^) How they dispose it

Stages in consumption Process CONSUMER’S PERSPECTIVE MARKETER’S PERSPECTIVE PREPURCHASE ISSUES How does a consumer decide about needing a product? How are consumer attitudes formed/changed? PURCHASE ISSUES Is product acquisition a stressful or pleasant experience? How do situational factors affect purchase decision? POSTPURCHASE ISSUES Does product provide pleasure or perform function? How is product disposed of? What determines customer satisfaction and repurchase?

Why do we need to study

Consumer Behavior?

Because no longer can we take the

customer/consumer for granted.

CONSUMER BEHAVIOR

• (^) PRODUCTION CONCEPT: (1850s-1920s)
  • (^) Gearing up the manufacturing skills
  • (^) Demand exceed supply
  • (^) Less innovation in the products
  • (^) More focus on quantity rather then quality

MARKETING CONCEPT

• (^) Understanding customers
  • (^) Their needs
    • (^) Them
    • (^) What they think & how they think?
    • (^) Demands
    • (^) Expectations

• (^) Foundations of marketing management
• (^) To stay in business by attracting and retaining customers
• (^) To benefit from understanding consumer problems.
• (^) To establish competitive advantage
• (^) …because it is interesting!

Consumers' Impact on Marketing Strategy

• (^) Segmenting Consumers
  • (^) Market segmentation
  • (^) Demographics(age, gender, family structure, social class ,Race, geography )
  • (^) Lifestyles analysis
• (^) Targeting , Positioning
• (^) Relationship Marketing: Building Bonds with Consumers - (^) Regular interaction with customers - (^) Database Marketing

Marketing impact on consumers

• (^) Popular culture
  • (^) Music
  • (^) Movies
  • (^) Books
  • (^) Sports
  • (^) Entertainment
  • (^) Celebrities

1- 19

The Meaning of Consumption

• (^) Consumers often buy products not for what

they do , but for what they mean

• (^) Consumers can develop relationships with

brands:

Self-Concept Attachment Nostalgic Attachment Interdependence Love

1- 20

Global Consumer Culture

• (^) Unites people around the world with a

common devotion:

• (^) U commerce
• (^) RFID tags
• (^) Virtual consumption
• (^) B2C e-commerce
• (^) C2C e-commerce