[ppt]chapter 1 introduction to consumer …mmeuter/powerpoint/chapter 1.ppt · web viewtitle...
TRANSCRIPT
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Chapter 1INTRODUCTION TO
CONSUMER BEHAVIOR
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DefinitionConsumer behavior reflects
all decisions about the acquisition, consumption and disposal of an offering by people over time.
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Implications of our Definition
• Totality of Decisions (all decisions)» Whether?» What?» Why?» How?» When?» Where?» How much?» How often?
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Implications of Our Definition, cont.
• In addition to buying, “CB” includes:» a» using» d
• An “offering” can be» product» service» idea» activity
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Implications of Our Definition, cont.
• Consumer behavior» may involve several people (decision making
units)» is dynamic (changes over time)
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DefinitionConsumer behavior reflects
all decisions about the acquisition, consumption and disposal of an offering by people over time.
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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
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Influences on Consumer Behavior
• Psychological core• Culture: External Influences• Process of Making Decisions• CB Outcomes
• Exhibit 1-9 (pg. 14)• CONSUMER BEHAVIOR MAN!!
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Groups Interested in Consumer Behavior Issues
• Marketing Managers
• Consumers
• Regulators and public policy makers
• Ethicists
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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
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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?