Consumer Behavior: Trademarks Used Herein Under License

CHAPTER 1
Consumer Behavior
COPYRIGHT 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Based on concepts from

Psychology Sociology Anthropology Marketing Economics
Why do we need to study Consumer Behaviour?

Because no longer can we take the customer/consumer for granted.
Failure rates of new products introduced

Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.
All managers must become astute analysts of consumer motivation and behaviour
Can Marketing be standardised?

No. Because cross - cultural styles, habits, tastes, prevents such standardisation.
Unless Managements act

The more successful a firm has been in the past, the more likely is it to fail in the future.
Why?
Because people tend to repeat behaviour for which they have been rewarded.
Language Problems
Please leave your values at the desk - Paris hotel Drop your trousers here for best results - Bangkok laundry The manager has personally passed all water served here - Acapulco restaurant Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for the purpose. - Zurich hotel Ladies are requested not to have children in the bar.Norway bar
Come alive with Pepsi

Come alive out of the grave - Germany Pepsi brings your ancestors back from the grave - China
What Is Consumer Behavior?

Activities people undertake when obtaining, consuming, and disposing of products and services
Consumer Influences
Organizational Influences
Obtaining
Consuming
Disposing
Consumer Behavior
Consumer Influences
Consumer Influences Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge
Organizational Influences Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
Consumer Influences
Obtaining
Consuming
Disposing
Consumer Behavior
Obtaining
Consuming
Disposing
Obtaining
Consuming
Disposing
How you get rid of remaining product
How you decide How you use the you want to buy product
Other products you consider buying

Where you buy
How you store the product in your home

Who uses the product
How much you throw away after use

If you resell items yourself or through a consignment store How you recycle some products
How you pay for product How much you consume How you transport How product product home compares with expectations
CONSUMER INFLUENCES Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Motivations Past Experiences Feelings Peer Groups Knowledge
ORGANIZATIONAL INFLUENCES Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
OBTAINING How you decide you want to buy Other products you consider buying Where you buy How you pay for product How you transport product home
CONSUMING How you use the product How you store the product in your home Who uses the product How much you consume How product compares with expectations
Consumer Behavior
DISPOSING How you get rid of remaining product How much you throw away after use If you resell items yourself or through a consignment store How you recycle some products

A field of study that focuses on consumer activities

A field of study that focuses on consumer activities Scope goes beyond just why and how people buy to include consumption analysis
Consumption Analysis
Why and how people use products in addition to why and how they buy
The Marketing Concept

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
The Marketing Concept

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives Satisfaction with an exchange depends on satisfaction with consumption of product and the exchange of money
Why Study Consumer Behavior?

Consumer Behavior Determines the Economic Health of a Nation

Consumer Behavior Determines the Success of Marketing Programs

Marketing can be used to influence brand choice and purchase, while Demarketing can influence people to stop harmful consumption The Customer is King Organization influenced by consumer needs and wants

Organizations that are Customercentric use a total marketing approach to focus their resources on satisfying customers Marketing Process of transforming or changing an organization to have what people will buy

Consumer Behavior Determines the Success of Marketing Programs Consumer Behavior Determines the Economic Health of Everyone

Consumer Behavior Determines the Economic Health of Everyone
The individuals decisions as a consumer determine their economic health by making more effective consumption decisions while avoiding deceptive practices harmful to them

Consumer Behavior Determines the Economic Health of Everyone
Public policy leaders and social commentators study consumer behavior to alleviate overconsumption and underconsumption by educating consumers about problems and providing assistance
Educating Consumers About Crises
Educating Consumers About Health

Understanding consumers issues or problems and developing methods to reach and educate consumers
Educating Consumers About Health

Understanding consumers issues or problems and developing methods to reach and educate consumers

Consumer Behavior Determines the Success of Marketing Programs Consumer Behavior Determines the Economic Health of Everyone
Consumer Behavior Helps Formulate Public Policy
Helps Formulate Public Policy

Understanding consumers needs to formulate public policy and predicting behavioral changes that follow
Government Protection and Education
Protection from Competitive Markets


Consumer Behavior Affects Personal Policy

Consumer Behavior Affects Personal Policy
Personal policy includes how you behave towards others and in buying situations, your values and beliefs, and how you live your life A persons economic quality of life is determined by personal policy
Evolution of Consumer Behavior

Supply Chain:
all the organizations involved in taking a product from inception to final consumption - Manufacturers - Wholesalers - Retailers - Facilitating Organizations

Supply Chain:
all the organizations involved in taking a product from inception to final consumption - Manufacturers - Wholesalers - Retailers - Facilitating Organizations
Consumers Increased Influence on Business

Wholesaler
Manufacturer
Retailer
Consumer
Manufacturing Orientation U.S. 1750-1850 1850-WWII 1760-WWII
Selling Marketing Consumer Orientation Orientation Orientation 1970-2000 1970-2000 2000+ 2000+
Europe 1750-1850
Consumers Increasing Influence
Wholesaler
Manufacturer
Retailer
Consumer
Manufacturing Orientation U.S. 1750-1850 1850-WWII 1760-WWII
Selling Marketing Consumer Orientation Orientation Orientation 1970-2000 1970-2000 2000+ 2000+
Europe 1750-1850

Manufacturing Orientation

Selling Orientation

Selling Orientation Marketing Orientation

Selling Orientation Marketing Orientation - Motivation research - Positivism - Postmodernism

Selling Orientation Marketing Orientation Consumer Orientation
Consumer Orientation
Beyond a marketing focus
How all organizations in a demand chain adapt to changing consumer lifestyles and behaviors bringing product design, logistics, manufacturing, and retailing together
Role of consumers in shaping many aspects of lifesociety, government, social programs, health cares, and other areas
Buyer Behaviour
Consumer Marketing Environment Buyer Characteristics Buyer Decision Process Buyer Decision
4Ps
Marketing Stimuli
4 Ps Product Price Place Promotion
Other Stimuli
Marketing Environment Economic Technological Political Cultural
Buyer characteristics
Cultural Social Personal Psychological
Buyers Decision Process

Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Postpurchase behaviour
Buyers Decision
Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
Cultural factors
Culture Sub - culture Social Class
Social factors
Reference Groups Family Roles and Status
Personal Factors
Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept
Psychological Factors
Motivation Perception Learning Beliefs and Attitudes
Buying Roles
Initiator Influencer Decider Buyer User
Buying Behaviour
Complex Dissonance - Reducing Habitual Variety seeking
Buying Process
Problem Recognition Information Search Evaluation Alternatives Purchase Decision
Post - Purchase Behaviour

Satisfaction Actions Use and Disposal

Consumer Behavior: Trademarks Used Herein Under License

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CHAPTER 1

Based on concepts from

Why do we need to study Consumer Behaviour?

Failure rates of new products introduced

Can Marketing be standardised?

Unless Managements act

Come alive with Pepsi

What Is Consumer Behavior?

Other products you consider buying

How you store the product in your home

How much you throw away after use

What Is Consumer Behavior?

A field of study that focuses on consumer activities

What Is Consumer Behavior?

The Marketing Concept

The Marketing Concept

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Consumer Behavior Determines the Success of Marketing Programs

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Educating Consumers About Crises

Educating Consumers About Health

Educating Consumers About Health

Why Study Consumer Behavior?

Helps Formulate Public Policy

Protection from Competitive Markets

Why Study Consumer Behavior?

Why Study Consumer Behavior?

Evolution of Consumer Behavior

Evolution of Consumer Behavior

Evolution of Consumer Behavior

Consumers Increased Influence on Business

Evolution of Consumer Behavior

Manufacturing Orientation U.S. 1750-1850 1850-WWII 1760-WWII

Evolution of Consumer Behavior

Consumers Increasing Influence

Manufacturing Orientation U.S. 1750-1850 1850-WWII 1760-WWII

Evolution of Consumer Behavior

Evolution of Consumer Behavior

Evolution of Consumer Behavior

Evolution of Consumer Behavior

Evolution of Consumer Behavior

4 Ps Product Price Place Promotion

Marketing Environment Economic Technological Political Cultural

Buyers Decision Process

Post - Purchase Behaviour

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