Chapter 1
INTRODUCTION TO
CONSUMER BEHAVIOR
1
Definition
Consumer behavior reflects
all decisions about the
acquisition, consumption
and disposal of an offering
by people over time.
2
Implications of our Definition
•
Totality of Decisions (all
decisions)
»
»
»
»
»
»
»
»
Whether?
What?
Why?
How?
When?
Where?
How much?
How often?
3
Implications of Our Definition,
cont.
•
In addition to buying, “CB” includes:
» a
» using
» d
•
An “offering” can be
»
»
»
»
product
service
idea
activity
4
Implications of Our Definition,
cont.
•
Consumer behavior
» may involve several people (decision making
units)
» is dynamic (changes over time)
5
Definition
Consumer behavior reflects
all decisions about the
acquisition, consumption
and disposal of an offering
by people over time.
6
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
7
Influences on Consumer
Behavior
•
•
•
•
•
•
Psychological core
Culture: External Influences
Process of Making Decisions
CB Outcomes
Exhibit 1-9 (pg. 14)
CONSUMER BEHAVIOR MAN!!
8
Groups Interested in
Consumer Behavior Issues
•
Marketing Managers
•
Consumers
•
Regulators and
public policy makers
•
Ethicists
9
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
10
Chapter 1 Review
•
Definition of CB
» Exhibit 1-2 (pg. 4)
•
Factors that affect CB
» Exhibit 1-9 (pg. 14)
•
Why should we study CB?
11