solomon consumer beahvior

7/30/2019 solomon consumer beahvior

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Consumers Rule

Chapter 1


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Factors in Consumer Behavior

The story of Gail in the marketplace Demographics

Psychographics

Opinions and behaviors of others

Market segmentation

Targeting a brand only to specific groups of

consumers rather than to everybody


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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 tosatisfy needs and

desires


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Consumer Behavior is a Process

Figure 1.1 (Abridged)

CONSUMERSPERSPECTIVE

MARKETERSPERSPECTIVE

PREPURCHASEISSUES

How does a consumer

decide about needing

a product?

How are consumer

attitudes

formed/changed?

PURCHASEISSUES

Is product acquisition

a stressful or pleasant

experience?

How do situational

factors affect

purchase decision?

POSTPURCHASEISSUES

Does product provide

pleasure or perform

function? How is

product disposed of?

What determines

customer satisfaction

and repurchase?


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Actors in Consumer Behavior

Consumer: A person who identifies a need

or desire, makes a purchase, and then

disposes of the product

Purchaser vs. user vs. influencer

Organization/group as consumer


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Discussion

People play different roles and theirconsumption behaviors may differ, depending onthe particular role they are playing. State

whether you agree or disagree with thisperspective, giving examples from your personallife.

Try to construct a stage set for a role you play

specify the props, costumes, and script that you useto play a role (e.g., job interviewee, conscientiousstudent, party animal)


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Consumers Impact

Understanding consumer behavior is good

business

Understanding people/organizations to satisfy

consumers needs

Knowledge and data about customers

Help to define the market

Identify threats/opportunities to a brand


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Segmenting Consumers

Market Segmentation

Similar consumers

Example: Heavy Usersof

fast-food industry


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Segmenting Consumers:

Demographics

Age

Gender

Family Structure & Marital Status Social Class & Income

Race & Ethnicity

Geography


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Discussion

Name some products or services that arewidely used by your social group.

State whether you agree or disagree with the

notion that these products help to form groupbonds, supporting your argument withexamples from your list of products used by

the group.


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Segmenting Consumers: Lifestyles

Psychographics

The way we feel

about ourselves

The things we value

The things we do in

our spare time


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Relationship Marketing

Success = building lifetime relationships

between brands and customers

Regular interaction with customers

Database Marketing


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Marketings Impact on Consumers

Marketers significantly influence the world

and the information we learn!

Advertisements, stores, and products

communicate and persuade

TOYMUSEUM.COM
http://www.toymuseum.com/


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The Meaning

of Consumption

People often buy products not for what

they do, but for what they mean

Brands

Convey image/personality

Define our place in modern society

Help us to form bonds with others who share

similar preferences


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Brand Relationship Types

Self-Concept Attachment

Nostalgic Attachment

Interdependence Love


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The Global Consumer

Global ConsumerCulture People united by common

devotion to:

Brand name consumergoods

Movie stars

Celebrities

Leisure activities

Pressure to understandsimilarities anddifferences of customersin various countries


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Virtual Consumption

Impact of the Web on consumer behavior

24/7 shopping without leaving home

Instantaneous access to news

Handheld devices & wireless communications

C2C e-commerce

Virtual brand communities.

Consumer chat rooms

AMAZON.COM
http://www.amazon.com/


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Virtual Consumption (Contd)

Wired Americans spend

Less time with friends/family

Less time shopping in stores

More time working at home after hours

But, many report that e-mail strengthens

family ties


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Marketing and Reality

Blurred boundaries between marketing

efforts and the real world

Popular culture shaped by marketers


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Marketing Ethics and Public Policy

Business Ethics: rules of conduct that

guide actions in the marketplace

What is Right vs. Wrong

Differs among people, organizations, and cultures


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Discussion

There is a computer gamecalled JFK Reloaded thatlets players reenact

President Kennedysassassination.

Have the games developers

gone too far, or is any

historical event fair game tobe adapted into anentertainment vehicle?


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Marketing Ethics

and Public Policy (contd)

Consumers think better of products made

by firms they feel behave ethically Marketing violators

Mislabeling package contents Bait-and-switch selling strategy

Alcohol/tobacco billboards in low-income

neighborhoods

RJRT.COM
http://www.rjrt.com/


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Manipulating Needs & Wants

Marketers tell

people what they

should want

Marketerspace vs.

Consumerspace

Response:

Marketersrecommend ways tosatisfy basicbiological needs


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Are Advertising &

Marketing Necessary?

Marketers foster materialism

Response: Products are designed to meetexisting needs

Economics of Information Perspective Discussion: do marketers have the ability

to control our desires or the power tocreate needs? Is this situation changing as the Internet

creates new ways to interact with companies?If so, how?


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Do Marketers Promise Miracles?

Advertising promises magical products

Response: Advertisers simply do not knowenough about people to manipulate them

Failure rate for new products = 40% to 80%


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Public Policy & Consumerism

Concern for the welfare of consumers

Department of Agriculture

Federal Trade Commission

Food and Drug Administration

Securities and Exchange Commission

Environmental Protection Agency

CPSC.GOV
http://www.cpsc.gov/


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Consumer Activism

Adbusters: America = Corporate Brand

Buy Nothing Day & TV Turnoff Week

Culture Jamming

Disrupt corporate efforts in cultural landscape


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ADBUSTERS.ORG

Adbusters Blackspot sneakers in response to Nikes unfair labor practices
http://www.adbusters.org/


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Consumer Activism (contd)

Coordinated Consumer Protest

Movements

The Truth

Save the Redwoods/Boycott the GAP (SRBG)

Pittsburgh Coalition Against Pornography

(PCAP)

BEHINDTHELABEL.ORG
http://www.behindthelabel.org/


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Consumerism &

Consumer Research

JFKs Declaration of Consumer Rights

(1962)

The right to safety

The right to be informed

The right to redress

The right to choice

Social Marketing

Green Marketing


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The Consumer Dark Side

Consumer Terrorism

Addictive Consumption

Compulsive Consumption Consumed Consumers

Illegal Activities


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Study of Consumer Behavior

Interdisciplinary Influences

Many different perspectives/fields

Consumer Behavior Employers

Universities, manufacturers, museums,

advertising agencies, and governments


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Figure 1.2 (Abridged)

Exp Psych

Clinic Psych

Develop Psych

Human EcologyMicroeconomics

Social Psych

Sociology

Macroeconomics

Semiotics/Literary Criticism

Demography

History

Cultural Anthropology

MICRO CONSUMER BEHAVIOR

(INDIVIDUAL FOCUS)

MACRO CONS BEHAV

(SOCIAL FOCUS)


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Strategic Focus

The field of consumer behavior

as an applied social science

to understand consumption for its own sake


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Perspectives on Consumer

Research

Positivism Function of

objects/products

Celebrate technology

World as a rational,ordered place

Interpretivism We each construct our

own meanings Consumption of products

= diverse experiences


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Wheel of Consumer Behavior

Figure 1.3

solomon consumer beahvior

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