Final Project
Futebolamo
MAR3503CH1.pptxChapter 1
Understanding Consumer Behavior
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Learning Objectives
1. Define consumer behavior and explain the components that make up the definition
2. Identify the four domains of consumer behavior that affect acquisition, usage, and disposition decisions
3. Discuss the benefits of studying consumer behavior
4. Explain how companies apply consumer behavior concepts when making marketing decisions
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Exhibit 1.1 - What Is Consumer Behavior?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Consumer Behavior
Acquisition, consumption, and disposition of goods, services, time, and ideas by human decision-making units
Acquisition: Consumer comes to own an offering
Usage: Consumer uses an offering
Disposition: Consumer discards an offering
How does this relate to marketing strategies and tactics?
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Consumer Behavior (continued 1)
Dynamic process
Can involve many people
Involves many decisions
Involves consumer emotions and coping
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Exhibit 1.2 - Disposition
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 1.4 - Eight Ways to Acquire an Offering
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Affects Consumer Behavior?
Motivation, ability, and opportunity
From exposure to comprehension
Memory and knowledge
Attitude formation and change
Psychological core
Problem recognition and information search
Judgment and decision making
Post-decision processes
Process of making decision
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
What Affects Consumer Behavior? (continued)
Innovations: Adoption, resistance, and diffusion
Symbolic consumer behavior
Marketing, ethics, and social responsibility
Consumer behavior outcomes and issues
Social influences on consumer behavior
Consumer diversity
Household and social class influences
Psycholgraphics: Values, personality, and lifestyle
Consumer’s culture
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Exhibit 1.7 - Forming and Retrieving Memories
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 1.8 - Influence of Reference Groups
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Beneficiaries of Consumer Behavior Studies
Marketing managers
Ethicists and advocacy groups
Public policy makers and regulators
Academics
Consumers
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing
Activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value
Aimed at individuals, groups, and society
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing Implications of Consumer Behavior
Developing or implementing customer-oriented strategy
Segmentation of the market
Profitability of each segment
Characteristics of consumers in each segment
Customer satisfaction with existing offerings
Selecting target market
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing Implications of Consumer Behavior (continued 1)
Developing products
Consumer ideas for new products
Attributes that can be added or changed in existing products
Branding of offering
Appearance of package and logo
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing Implications of Consumer Behavior (continued 2)
Positioning decisions
Positioning of competitive offerings
Positioning of one’s own offerings
Need for repositioning offerings
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing Implications of Consumer Behavior (continued 3)
Promotion and marketing communication decisions
Communication objectives
Appearance of marketing communications
Location, time, and effectiveness of advertisement
Sales promotion objectives and tactics
Effectiveness of sales promotion
Number of sales personnel required to best serve customers
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
Marketing Implications of Consumer Behavior (continued 4)
Pricing decisions
Price range of a product or service
Consumer sensitivity to price and price changes
Pricing tactics be used
Distribution decisions
Time and convenience of consumers
Assortment of merchandise
Store design
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
‹#›
