Introduction to Consumer Behavior
ADV2301
TAI•SMU
What is Consumer
Behavior?
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.
Why is it important?
Because it can…
• guide successful marketing strategy and decisions;
• guide ethical marketing practices;
• Inform social marketing;
• Inform individuals
Syllabus
CONSUMER BEHAVIOR
Buying, Having, and Being
12 E
MICHAEL R. SOLOMON
Homework
– If you have a preference for whom to work
or not to work with for the final group
project, please send me an email by
Wednesday (Jan. 23rd ).
– A group should have a maximum of 5
members.
Factors that
Influence
Consumer
Behavior
Internal
- Values and Lifestyle
- Personality
- demographics (age, gender, ethnicity)
- Perception and Learning
- Motivation
- Emotions and Sensations
–
External
- Family
- Situational Effects
- Marketing Activities
- Social Class and Income
-Social Influence
- Culture