Introduction to Consumer Behavior

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Chapter 1 Introduction to Consumer Behavior
Marketing Strategy
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1.1a What is Consumer Behavior?
Consumer Behavior The dynamic interaction of
affect and cognition, behavior, and environmental
events by which human beings conduct the exchange
aspects of their lives.
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1.1b The Wheel of Consumer Analysis

Affect Cognition
Consumer Behavior
Marketing Strategy
Consumer Environment
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1.2 Consumer behavior is dynamic.
Individual consumers, consumer groups, and
society at large constantly change and evolve.
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1.3a Consumer behavior involves
Affect - how consumers feel
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1.3b Consumer behavior involves
Affect - how consumers feel Cognition - what
consumers think
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1.3c Consumer behavior involves
Affect - how consumers feel Cognition - what
consumers think Behavior - what consumers do
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1.3d Consumer behavior involves
Affect - how consumers feel Cognition - what
consumers think Behavior - what consumers
do Environmental events - the things and places
that influence and are influenced by what
consumers think, feel, and do
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1.4 Consumer behavior involves exchanges with
human beings.
Consumers exchange their money for products and
services.
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1.5 Approaches to the Study of Consumer Behavior
Approach
Interpretive
Core Disciplines
Cultural anthropology
Understand consumption and its meaning
Primary Objectives
Primary Methods
Long interviews focus groups
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1.6 Approaches to the Study of Consumer Behavior
Approach
Traditional
Core Disciplines
Psychology Sociology
Explain consumer decision making and behavior
Primary Objectives
Primary Methods
Experiments Surveys
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1.7 Approaches to the Study of Consumer Behavior
Approach
Marketing Science
Core Disciplines
Economics Statistics
Predict consumer choice and behavior
Primary Objectives
Primary Methods
Math-modeling Simulation
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1.8a Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
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1.8b Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
Marketing strategies
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1.8c Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
Marketing strategies
Government and political organizations
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1.8d Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
Marketing strategies
Public Policy
Government and political organizations
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1.8e Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
Marketing strategies
Public Policy
Government and political organizations
Consumer activities
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1.8f Relationships among action-oriented groups
interested in consumer behavior
Marketing organizations
Marketing strategies
Public Policy
Government and political organizations
Consumer activities
Consumers
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1.9 Marketing Strategy
A plan designed to influence exchanges to achieve
organizational objectives.
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1.10 Marketing Strategy
A plan designed to influence exchanges to achieve
organizational objectives.
Typically, a marketing strategy is intended to
increase the probability or frequency of certain
consumer behaviors.