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1 Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR

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Page 1: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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Chapter 1INTRODUCTION TO

CONSUMER BEHAVIOR

Page 2: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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DefinitionConsumer behavior reflects

all decisions about the acquisition, consumption and disposal of an offering by people over time.

Page 3: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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Implications of our Definition

• Totality of Decisions (all decisions)» Whether?» What?» Why?» How?» When?» Where?» How much?» How often?

Page 4: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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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)

Page 6: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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DefinitionConsumer behavior reflects

all decisions about the acquisition, consumption and disposal of an offering by people over time.

Page 7: [PPT]Chapter 1 INTRODUCTION TO CONSUMER …mmeuter/Powerpoint/Chapter 1.ppt · Web viewTitle Chapter 1 INTRODUCTION TO CONSUMER BEHAVIOR Author School of Business Last modified by

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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?