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Intro to Consumer Behavior

Consumer behavior-what is it? Applications Consumer Behavior and Strategy


Elements of strategy Consumer Analysis

Consumer behavior outcomes


MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

One Definition
Consumer behavior: the
study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
INTRO TO ONSUMER BEHAVIOR
Lars Perner, Instructor

MKTG 371

Applications of Consumer Behavior


Marketing Strategy Regulatory (Public) Policy Social Marketing Personal Consumer Skills

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Orientations in the Study of Consumer Behavior


Anthropology Economics History and geography Psychology Sociology

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Anthropology
The study of people within and across cultures Emphasis on crosscultural differences Questioning of assumptions within own culture
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Economics
Basic economic issues
Supply and demand Rational decision making Perfect information

Emphasis on predicting behavior Complications in real life Behavioral economics e.g., mental accounting

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

History and Geography


Origins of behavior, perspectives, and traditions Impact of geography on individuals
Isolation Language development Climate

Geographic determinism

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Psychology
Study of human thinking and behavior Some issues
Personality Personal development Cognition (thinking), perception Attention and its limitations Learninge.g., MKTG 371acquired tastes INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Sociology
Cultural and interpersonal influences on consumptione.g.,
Fads, fashions Diffusion of innovation Popular culture

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

Marketing Strategy and Consumer Behavior

MARKET ANALYSIS

MARKET SEGMENTATION

MARKETING STRATEGY
MKTG 371

CONSUMER DECISION PROCESSES


INTRO TO ONSUMER BEHAVIOR

OUTCOMES

Lars Perner, Instructor

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Market Analysis Components


Consumers Firms Competitors Conditions (environment)

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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Market Segmentation
(covered in more detail later)

Product-related need sets Segments: customers with similar needs and responses Segment description Segment selection
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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Elements in Marketing Strategy


Product Communications Price Distribution Service

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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Outcomes
Firm
Product position/perception Sales Customer satisfaction

Society
Economic Physical environment Social welfare

Individual
Need satisfaction Injurious consumption

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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The Nature of Consumer Behavior


External Influences Internal Influences Self-Concept Situations Experiences and acquisitions

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

15

Why We Buy: Some Issues


Questions academics relatively well: Whether, how, why? Questions academics answer less well:
How much? Which effect is stronger? What if?

MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

16

Why We Buy Issues


Conversion and interception rates The Transition Zone Thinking like a consumer who is in the shopping setting! A note on exam questions from the text: You need to have read the book to be able to answer! (The answers are not obvious.)
MKTG 371

INTRO TO ONSUMER BEHAVIOR

Lars Perner, Instructor

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