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Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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Business and Economics
5109 Natorp Boulevard
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CHAPTER 1
Consumer Behavior and
Consumer Research
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What Is Consumer Behavior?
Activities people undertake when
obtaining, consuming, and
disposing of products and
services
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trademarks used herein under license.
Consumer
Influences
Obtaining
Organizational
Influences
Consuming
Disposing
Consumer Behavior
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Consumer
Influences
Organizational
Influences
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trademarks used herein under license.
Consumer
Influences
Culture
Ethnicity
Personality
Family
Life-stage
Values
Income
Available Resources
Attitudes
Opinions
Feelings
Motivations
Past Experiences
Peer Groups
Knowledge
Organizational
Influences
Brand
Product Features
Advertising
Word of Mouth
Promotions
Retail Displays
Price
Quality
Service
Store Ambiance
Convenience
Loyalty Programs
Packaging
Product Availability
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trademarks used herein under license.
Consumer
Influences
Obtaining
Organizational
Influences
Consuming
Disposing
Consumer Behavior
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trademarks used herein under license.
Obtaining
Consuming
Disposing
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Obtaining
Consuming
Disposing
How you decide How you use the
you want to buy product
How you get rid of
remaining product
Other products
you consider
buying
How you store the
product in your
home
How much you
throw away after
use
Where you buy
Who uses the
product
If you resell items
yourself or
through a
consignment
store
How you pay for
product
How much you
consume
How you
transport
How product
product home
compares with
expectations
How you recycle
some products
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CONSUMER INFLUENCES
Culture
Ethnicity
Personality
Family
Life-stage
Values
Income
Available Resources
Attitudes
Opinions
Motivations
Past Experiences
Feelings
Peer Groups
Knowledge
OBTAINING
How you decide you
want
to buy
Other products you
consider buying
Where you buy
How you pay for
product
How you transport
product home
ORGANIZATIONAL INFLUENCES
Brand
Product Features
Advertising
Word of Mouth
Promotions
Retail Displays
Price
Quality
Service
Store Ambiance
Convenience Loyalty Programs
Packaging
Product Availability
CONSUMING
How you use the product
How you store the
product
in your home
Who uses the product
How much you consume
How product compares
with
expectations
Consumer Behavior
DISPOSING
How you get rid of
remaining product
How much you throw
away after use
If you resell items
yourself
or through a
consignment
store
How you recycle some
products
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trademarks used herein under license.
What Is Consumer Behavior?
Activities people undertake when
obtaining, consuming, and
disposing of products and
services
A field of study that focuses on
consumer activities
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trademarks used herein under license.
What Is Consumer Behavior?
Activities people undertake when
obtaining, consuming, and
disposing of products and
services
A field of study that focuses on
consumer activities
Scope goes beyond just why and
how people buy to include
consumption analysis
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trademarks used herein under license.
Consumption Analysis
Why and how people use products
in addition to why and how they
buy
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trademarks used herein under license.
The Marketing Concept
The process of planning and
executing the conception, pricing,
promotion, and distribution of
ideas, goods, and services to create
exchanges that satisfy individual
and organizational objectives
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The Marketing Concept
The process of planning and
executing the conception, pricing,
promotion, and distribution of
ideas, goods, and services to create
exchanges that satisfy individual
and organizational objectives
Satisfaction with an exchange
depends on satisfaction with
consumption of product and the
exchange of money
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trademarks used herein under license.
Why Study Consumer Behavior?
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
Consumer Behavior Determines the
Success of Marketing Programs
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trademarks used herein under license.
Why Study Consumer Behavior?
Consumer Behavior Determines the
Success of Marketing Programs
Marketing can be used to
influence brand choice and
purchase, while Demarketing
can influence people to stop
harmful consumption
“The Customer is King”
Organization influenced by
consumer needs and wants
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Success of Marketing Programs
Organizations that are Customercentric use a total marketing approach
to focus their resources on satisfying
customers
Marketing
Process of transforming or changing
an organization to have what people
will buy
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
Consumer Behavior Determines the
Success of Marketing Programs
Consumer Behavior Determines the
Economic Health of Everyone
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of Everyone
The individual’s decisions as a
consumer determine their economic
health by making more effective
consumption decisions while avoiding
deceptive practices harmful to them
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Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of Everyone
Public policy leaders and social
commentators study consumer
behavior to alleviate overconsumption
and underconsumption by educating
consumers about problems and
providing assistance
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Educating
Consumers
About
Crises
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trademarks used herein under license.
Educating Consumers About Health
Understanding consumers’ issues or
problems and developing methods to
reach and educate consumers
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Educating Consumers About Health
Understanding consumers’ issues or
problems and developing methods to
reach and educate consumers
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trademarks used herein under license.
Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
Consumer Behavior Determines the
Success of Marketing Programs
Consumer Behavior Determines the
Economic Health of Everyone
Consumer Behavior Helps
Formulate Public Policy
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Helps Formulate Public Policy
Understanding
consumers’
needs to
formulate
public policy
and predicting
behavioral
changes that
follow
Government Protection
and Education
Protection from
Competitive Markets
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trademarks used herein under license.
Why Study Consumer Behavior?
Consumer Behavior Affects
Personal Policy
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Why Study Consumer Behavior?
Consumer Behavior Affects
Personal Policy
Personal policy includes how you
behave towards others and in buying
situations, your values and beliefs,
and how you live your life
A person’s economic quality of life is
determined by personal policy
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trademarks used herein under license.
Evolution of Consumer Behavior
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Evolution of Consumer Behavior
Supply Chain:
all the organizations involved in taking a
product from inception to final
consumption
- Manufacturers
- Wholesalers
- Retailers
- Facilitating Organizations
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Evolution of Consumer Behavior
Supply Chain:
all the organizations involved in taking a
product from inception to final
consumption
- Manufacturers
- Wholesalers
- Retailers
- Facilitating Organizations
Consumers’ Increased Influence on
Business
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Evolution of Consumer Behavior
Wholesaler
Manufacturer
Manufacturing
Orientation
U.S.
Retailer
Consumer
Selling
Marketing Consumer
Orientation Orientation Orientation
1750-1850
1850-WWII
1970-2000
2000+
Europe 1750-1850
1760-WWII
1970-2000
2000+
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Evolution of Consumer Behavior
Consumers’ Increasing Influence
Wholesaler
Manufacturer
Manufacturing
Orientation
U.S.
Retailer
Consumer
Selling
Marketing Consumer
Orientation Orientation Orientation
1750-1850
1850-WWII
1970-2000
2000+
Europe 1750-1850
1760-WWII
1970-2000
2000+
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trademarks used herein under license.
Evolution of Consumer Behavior
Manufacturing Orientation
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trademarks used herein under license.
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
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trademarks used herein under license.
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
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trademarks used herein under license.
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
- Motivation research
- Positivism
- Postmodernism
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trademarks used herein under license.
Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
Consumer Orientation
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Consumer Orientation
Beyond a marketing focus
How all organizations in a demand chain
adapt to changing consumer lifestyles
and behaviors bringing product design,
logistics, manufacturing, and retailing
together
Role of consumers in shaping many
aspects of life—society, government,
social programs, health cares, and other
areas
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trademarks used herein under license.
Consumer Research:
Methods of Studying Consumer
Behavior
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trademarks used herein under license.
Consumer Research Methods
Observation
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Consumer Research Methods
Observation
Observing consumer behaviors in
different situations such as natural or
artificial settings
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Consumer Research Methods
Observation
In-home observation: examining how and
when consumers use and consume products in
their households
Shadowing: following and observing
consumers in the shopping and consumption
processes. Researchers may ask questions
about reasons for behaviors
Physiological methods: Techniques
borrowed from medicine, psychology and other
sciences including cameras to measure eye
movement, galvanic skin response, and MRI
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trademarks used herein under license.
Consumer Research Methods
Interviews and Surveys
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Consumer Research Methods
Interviews and Surveys
Surveys: efficient method for gathering
information from a large sample of consumers
by asking questions and recording responses
(telephone and Internet surveys, mall
intercepts, and mail questionnaires)
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trademarks used herein under license.
Consumer Research Methods
Interviews and Surveys
Surveys: efficient method for gathering
information from a large sample of consumers
by asking questions and recording responses
(telephone and Internet surveys, mall
intercepts, and mail questionnaires)
Focus Groups: a group discussion led by a
moderator skilled in persuading consumers to
thoroughly discuss a topic of interest
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trademarks used herein under license.
Consumer Research Methods
Interviews and Surveys
Surveys: efficient method for gathering
information from a large sample of consumers
by asking questions and recording responses
(telephone and Internet surveys, mall
intercepts, and mail questionnaires)
Focus Groups: a group discussion led by a
moderator skilled in persuading consumers to
thoroughly discuss a topic of interest
Longitudinal Studies: repeated measures of
activities over time to determine changes in
opinions, buying, and consumption behaviors
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trademarks used herein under license.
Consumer Research Methods
Experimentation
Measuring cause-and-effect relationships by manipulating independent
variables to determine the effects of
changes on dependent variables
- Laboratory experiment
- Field experiment
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trademarks used herein under license.
Consumer Research Methods
Experimentation
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trademarks used herein under license.
Consumer Research Methods
Experimentation
Attempts to understand cause-and-effect
relationships by carefully manipulating
independent variables to determine how
these changes affect dependent variables
- Laboratory experiment
- Field experiment
Independent variables might include number
of advertisements and package design
Dependent variables might include purchase
intent or behavior
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trademarks used herein under license.
Consumer Research Methods
Consumption Research
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Consumer Research Methods
Consumption Research
Builds on the three primary research
methods to examine how people use
products and services rather than how
they buy them
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trademarks used herein under license.
Understanding How Consumers
Use Products
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Consumer Research Methods
Consumption Research
Builds on the three primary research
methods to examine how people use
products and services rather than how
they buy them
May use ethnographic tools to understand how values and culture influence
usage of products and other behaviors
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trademarks used herein under license.
Consumer Research Methods
Consumption Research
Builds on the three primary research
methods to examine how people use
products and services rather than how
they buy them
May use ethnographic tools to understand how values and culture influence
usage of products and other behaviors
May identify new uses for existing
products or new product to satisfy
unmet or changing consumer needs
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The Underlying Principles of
Consumer Behavior
The Consumer Is Sovereign
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The Underlying Principles of
Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
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The Underlying Principles of
Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different;
Consumers Are Alike
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Consumers appear different but
respond in similar ways to brands
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Consumers appear different but
respond in similar ways to brands
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trademarks used herein under license.
The Underlying Principles of
Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different;
Consumers Are Alike
The Consumer Has Rights
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trademarks used herein under license.
Consumer Bill of Rights
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Challenges for the Future
Gathering and interpreting
information that organizations need
to meet changing needs of
consumers
Developing effective consumer
research methods to capture
changes in trends and lifestyles
Understanding consumer behavior
from a broader perspective as an
important part of life
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trademarks used herein under license.