Consumer Behaviour

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Consumer Behavior: Buying, Having, and Being 13th Edition

Chapter 1

Buying, Having, and Being: An Introduction to

Consumer Behavior

Learning Objectives (1 of 2) 1.1 Consumer behavior is a process.

1.2 Marketers have to understand the wants and needs of different consumer segments.

1.3 Our choices as consumers relate in powerful ways to the rest of our lives.

1.4 Our motivations to consume are complex and varied.

1.5 Technology and culture create a new “always on” consumer.

Learning Objectives (2 of 2) 1.6 Many different types of specialists study consumer

behavior.

1.7 There are differing perspectives regarding how and what we should understand about consumer behavior.

Learning Objective 1.1 Consumer behavior is a process.

People in the Marketplace •  Consumption

Communities

•  Market Segmentation Strategies

What Is 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.

Figure 1.1 Stages in the Consumption Process

For Reflection (1 of 6) •  How do you decide that you need a product? •  What about a purchase makes it pleasant or stressful for

you?

•  When using the product, what determines if the experience is pleasant?

Learning Objective 1.2 Marketers have to understand the wants and needs of different consumer segments.

Consumers Are Different •  Heavy Users •  80/20 Rule

Segmenting Consumers: Demographics Demographics:

•  Age

•  Gender

•  Family structure

•  Social class/income

•  Race/ethnicity •  Geography

•  Lifestyles

Redneck Bank Targets by Social Class

Big Data •  Database Marketing •  Relationship Marketing

Learning Objective 1.3 Our choices as consumers relate in powerful ways to the rest of our lives.

Popular Culture •  Music •  Movies

•  Sports

•  Books

•  Celebrities

•  Entertainment

Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.

Consumer-Brand Relationships •  Role Theory •  Self-concept attachment

•  Nostalgic attachment

•  Interdependence

•  Love

For Reflection (2 of 6) •  What kind of relationship do you have with your car? •  Do these feelings correspond to the types of relationships

consumers may develop with products?

•  How do these relationships affect your behavior?

Learning Objective 1.4 Our motivations to consume are complex and varied.

Motivation •  Need Vs. Want

For Reflection (3 of 6) •  Describe a need and a want you have and explain the

motivation for the want.

Learning Objective 1.5 Technology and culture create a new “always on” consumer.

The Digital Native: Living a Social [Media] Life •  B2C e-commerce •  C2C e-commerce

•  Digital Native

•  Synchronous interactions

•  Asynchronous interactions

For Reflection (4 of 6) •  How has your daily life changed because of social media? •  What does your virtual life look like?

Learning Objective 1.6 (1 of 2) Many specialists study consumer behavior. Table 1.1 Interdisciplinary Research Issues in Consumer Behavior

Disciplinary Focus Magazine Usage Sample Research Issues

Experimental Psychology: product role in perception, learning, and memory processes

How specific aspects of magazines, such as their design or layout, are recognized and interpreted; which parts of a magazine people are most likely to read.

Clinical Psychology: product role in psychological adjustment

How magazines affect readers’ body images (e.g., do thin models make the average woman feel overweight?)

Microeconomics/Human Ecology: product role in allocation of individual or family resources

Factors influencing the amount of money a household spends on magazines.

Social Psychology: product role in the behavior of individuals as members of social groups

Ways that ads in a magazine affect readers’ attitudes toward the products depicted; how peer pressure influences a person’s readership decisions

Sociology: product role in social institutions and group relationships

Pattern by which magazine preferences spread through a social group (e.g., a sorority)

Learning Objective 1.6 (2 of 2) [Table 1.1 continued]

Disciplinary Focus Magazine Usage Sample Research Issues

Macroeconomics: product role in consumers’ relations with the marketplace

Effects of the price of fashion magazines and expense of items advertised during periods of high unemployment

Semiotics/Literary Criticism: product role in the verbal and visual communication of meaning

Ways in which underlying messages communicated by models and ads in a magazine are Interpreted

Demography: product role in the measurable characteristics of a population

Effects of age, income, and marital status of a magazine’s readers

History: product role in societal changes over time Ways in which our culture’s depictions of “femininity” in magazines have changed over time

Cultural Anthropology: product role in a society’s beliefs and practices

Ways in which fashions and models in a magazine affect readers’ definitions of masculine versus feminine behavior (e.g., the role of working women, sexual taboos)

Figure 1.2 The Pyramid of Consumer Behavior

For Reflection (5 of 6) •  Pick two of the disciplines shown in Figure 1.2. How would

their approaches to the same marketing issue differ?

Learning Objective 1.7 There are differing perspectives regarding how and what we should understand about consumer behavior.

Positivist vs. Interpretivist Table 1.2 Positivist versus Interpretivist Approaches to Consumer Behavior

Assumptions Positivist Approach Interpretivist Approach Nature of reality Goal

Objective, tangible Single Prediction

Socially constructed Multiple understanding

Knowledge Generated

Time-free, context Independent

Time-bound, context dependent

View of Causality

Existence of real Causes Multiple, simultaneous shaping events

Research Relationship

Separation between researcher and subject

Interactive, cooperative with researcher being part of phenomenon under study

For Reflection (6 of 6) •  How do you think the two paradigms of consumer research

affect the choices marketers make in targeting consumer segments?

Chapter Summary 1.  Consumer behavior is a process.

2.  Marketers have to understand the wants and needs of different consumer segments.

3.  Our choices as consumers relate in powerful ways to the rest of our lives.

4.  Our motivations to consume are complex and varied.

5.  Technology and culture create a new “always on” consumer.

6.  Many different types of specialists study consumer behavior.

7.  There are differing perspectives regarding how and what we should understand about consumer behavior.