CONSUMER BEHAVIOR
A COURSE TO STUDY
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SOME BASICS:
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What is Consumer Behavior?
“The processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs.”
(Michael Soloman)
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Stages in the Consumption Process
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CAN MARKETING CREATE NEED?
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Segmenting Consumers:
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Consumers Are Different
• Heavy Users
• 80/20 Rule
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Popular Culture
• Music
• Movies
• Sports
• Books
• Celebrities
• Entertainment
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Marketers influence
preferences for movie
and music heroes,
fashions, food, and
decorating choices.
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Consumer-Brand Relationships
• Consumer-Brand Relationships
• Self-concept attachment – Iphone, Samsung, Nike
• Nostalgic attachment – Bio Amla, Habib Cooking oil
• Interdependence – shampoos, soaps
• Love – AXE , chocolate
We find that consumers may develop relationships with brands over time.
Self-concept attachment means that the product helps to establish the user’s identity.
Nostalgic attachment means the product serves as a link to the consumer’s past.
Interdependence means that the product is a part of the user’s daily routine.
Love means that the product elicits emotional bonds of warmth, passion, or other strong
emotion.
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Learning Objective 4
Our motivations to consume are complex
and varied.
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Learning Objective 5
Technology and culture create a new
“always on” consumer.
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The Digital Native: Living a Social [Media]
Life
• B2C e-commerce
• C2C e-commerce
• Digital Native
• Synchronous interactions (text chat)
• Asynchronous interactions (queries
portals)
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For Reflection
• How has your daily life changed because
of social media?
• What does your virtual life look like?
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Disciplines in Consumer Research
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