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7/24/2019 Chapter 1 Consumer Behavior
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1-111/02/15Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1
Consumers Rule
CONSUMER
BEHAVIOR, 9eMichael R Solomon
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Chapter O!"ecti#es
$hen %ou &inish this chapter, %ou shoul'un'erstan' (h%)
Consumers use pro'ucts to help them 'e&ine
their i'entities in 'i&&erent settin*s Consumer !eha#ior is a process
Mar+eters nee' to un'erstan' the (ants an'
nee's o& 'i&&erent consumer se*ments he $e! is chan*in* consumer !eha#ior
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Chapter O!"ecti#es -continue'.
Consumer !eha#ior relates to other issues inour li#es
Consumer acti#ities can !e harm&ul to
in'i#i'uals an' to societ% Man% 'i&&erent t%pes o& specialists stu'%
consumer !eha#ior
here are t(o ma"or perspecti#es that see+to un'erstan' an' stu'% consumer !eha#ior
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Aspects o& Consumer Beha#ior
Se*mente' !% mar+eters !%'emo*raphics
In&luence' !% peer *roups
E/pose' to competin*!ran's see+in* her lo%alt%
E#aluates pro'ucts !% the
appearance, taste, te/ture,smell
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$hat is Consumer Beha#ior0
Consumer behavior:the study of the
processes involvedwhen individuals or
groups select,purchase, use, or
dispose of products,services, ideas, or
experiences tosatisfy needs and
desires.
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i*ure 11
Sta*es in the Consumption 2rocess
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Actors in Consumer Beha#ior
A consumer is a personwho identifies a need or
desire, makes a
purchase, and then
disposes of the product.
2urchaser #ersus user
#ersus in&luencer
Or*ani3ation4*roup as
consumer
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Consumers5 Impact on Mar+etin*
Un'erstan'in* consumer !eha#ior is *oo'!usiness
Un'erstan'in* people4or*ani3ations to
satis&% consumers5 nee's6no(le'*e an' 'ata a!out customers)
Help to 'e&ine the mar+et
I'enti&% threats4opportunities to a !ran'
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Se*mentin* Consumers) 7emo*raphics
7emo*raphics) statisticsthat measure o!ser#a!le
aspects o& a population,
such as
A*e8en'er
amil% structure
Social class4income
Race4ethnicit%
8eo*raph%
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Re'nec+ Ban+ ar*ets !% Social Class
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7iscussion
What are some products or services that arewidely used by your social group?
o these products or services help you form
bonds with your group? !f yes, giveexamples.
Are there any product or services you would
avoid because of the social group you belong
to?
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Se*mentin* Consumers) i&est%les
2s%cho*raphics
he (a% (e &eel
a!out oursel#es
he thin*s (e
#alue
he thin*s (e 'o
in our spare time
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appin* into Consumer i&est%les
Relationship mar+etin*) interact (ithcustomers re*ularl%: *i#e them reasons to
maintain a !on' (ith the compan%
7ata!ase mar+etin*) trac+in* speci&icconsumers5 !u%in* ha!its an' cra&tin*
pro'ucts an' messa*es tailore' precisel%
to people5s (ants
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2opular Culture
Music
Mo#ies
Sports
Boo+s
Cele!rities
Entertainment
Mar+eters in&luence
pre&erences &or mo#ie
an' music heroes,
&ashions, &oo', an''ecoratin* choices
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Consumer;8enerate' Content
$hen e#er%'a%people #oice their
opinions a!out
pro'ucts, !ran's,
an' companies on!lo*s, po'casts,
an' social
net(or+in* sitessuch as ace!oo+
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he Meanin* o& Consumption
2eople o&ten !u% pro'ucts not &or (hat the%'o, !ut &or (hat the% mean
Consumers can 'e#elop relationships (ith
!ran's)
Sel&;Concept Attachment Nostal*ic Attachment
Inter'epen'ence o#e
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he 8lo!al Consumer
he *lo!al consumerculture is one that unitespeople (ith a common'e#otion to
Bran' name consumer*oo's
Mo#ie stars
Cele!rities eisure acti#ities
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Virtual Bran' Communities
C Americans spen'?
ess time (ith &rien's4&amil%
ess time shoppin* in stores
More time (or+in* at home a&ter hours
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Mar+etin* Ethics an' 2u!lic 2olic%
Business ethics) rules o& con'uct that *ui'eactions in the mar+etplace
Cultural 'i&&erences in ethics)
Co'es o& ethics less &ormal in Me/ico
US orei*n Corrupt 2ractices Act
prohi!its use o& !ri!er% !% US
!usinesspeople@no matter (here the%5re
'oin* !usiness
Bri!er% commonl% practice' in other
countries
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Sample o& e'eral e*islation Inten'e'
to Enhance Consumers5 $el&are
ear Act
191 ur 2ro'uct a!elin* Act
19 lamma!le a!rics Act
19D National ra&&ic an' Sa&et%Act
19D Automo!ile In&ormation7isclosure Act
19 air 2ac+a*in* an' a!elin*
Act
19 Chil' 2rotection Act
19F e'eral Ci*arette a!elin*an' A'#ertisin* Act
ear Act
19D ruth;in;en'in* Act
199 National En#ironmental2olic% Act
19F< Consumer 2ro'ucts Sa&et%Act
19F Consumer 8oo's 2ricin* Act
19F Ma*nuson;Moss $arrant%;
Impro#ement Act
199G Nutrition a!elin* an'E'ucation Act
199D Internet a/ ree'om Act
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7o Mar+eters Create Arti&icial Nee's0
Nee') a !asic
!iolo*ical moti#e
$ant) one (a% that
societ% has tau*ht usthat the nee' can !e
satis&ie'
O!"ecti#e o& mar+etin*) create a(areness thatnee's e/ist, not to create nee's
#ersus
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Are A'#ertisin* Mar+etin* Necessar%0
7oes a'#ertisin* &oster materialism0
2ro'ucts are 'esi*ne' to meet e/istin*nee's:
A'#ertisin* onl% helps to communicate theira#aila!ilit%
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7o Mar+eters 2romise Miracles0
A'#ertisers simpl%
'o not +no(
enou*h a!out
people tomanipulate them
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7iscussion
Advertisers are often blamed for promoting amaterialistic society by making their
products as desirable as possible.
o you agree with this? !f yes, is materialism a bad thing?
!f no, what are your reasons?
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2u!lic 2olic% Consumerism
Concern &or the (el&are o& consumers
7epartment o& A*riculture e'eral ra'e Commission
oo' an' 7ru*
A'ministration
Securities an' E/chan*e
Commission
En#ironmental 2rotection
A*enc%
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Consumer Acti#ism
Culture "ammin* is a strate*% to 'isrupte&&orts !% the corporate (orl' to 'ominate
our cultural lan'scape
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Consumerism Consumer Research
65s =7eclaration o&Consumer Ri*hts>
-19
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he Consumer =7ar+ Si'e>
Consumer
terrorismA''icti#e
consumption
Compulsi#e
consumption Consume'
consumers
Ille*al acti#ities
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Inter'isciplinar% Research Issues in
Consumer Beha#ior7isciplinar% ocus 2ro'uct Role
E/perimental2s%cholo*%
2erception, learnin*, an' memor% processes
Clinical 2s%cholo*% 2s%cholo*ical a'"ustment
Microeconomics4HumanEcolo*%
Allocation o& in'i#i'ual or &amil% resources
Social 2s%cholo*% Beha#ior o& in'i#i'uals as mem!ers o& social *roups
Sociolo*% Social institutions an' *roup relationships
Macroeconomics Consumers5 relations (ith the mar+etplace
Semiotics4iterar%Criticism
Ver!al an' #isual communication o& meanin*
7emo*raph% Measura!le characteristics o& a population
Histor% Societal chan*es o#er time
Cultural Anthropolo*% Societ%5s !elie&s an' practices
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E/perimental 2s%chClinical 2s%cholo*%
7e#elopmental 2s%ch
Human Ecolo*%
Microeconomics
Social 2s%cholo*%
Sociolo*%
Macroeconomics
Semiotics4iterar% Criticism7emo*raph%
Histor%
Cultural Anthropolo*%
i*ure 1< 7isciplines in
Consumer ResearchMICRO CONSUMER BEHAVIOR
-IN7IVI7UA OCUS.
MACRO CONSUMER
BEHAVIOR
-SOCIA OCUS.
Consumer !eha#ior
in#ol#es man% 'i&&erent
'isciplines
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a!le 1
2ositi#ist #ersus Interpreti#ist Approaches
Assumptions 2ositi#ist Approach Interpreti#ist Approach
Nature o&realit%
O!"ecti#e, tan*i!leSin*le
Sociall% constructe'Multiple
8oal 2re'iction Un'erstan'in*
6no(le'*e*enerate'
ime &reeConte/t;in'epen'ent
ime;!oun'Contest 'epen'ent
Vie( o&causalit%
E/istence o& real causes Multiple, simultaneousshapin* e#ents
Researchrelationship
Separation !et(eenresearcher an' su!"ect
Interacti#e, cooperati#e(ith researcher !ein*part o& phenomenonun'er stu'%
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i*ure 1 $heel o& Consumer Beha#ior
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Chapter Summar%
Consumer !eha#ior is a process Consumer use pro'ucts an' !ran's to 'e&ine
their i'entit% to others
Consumers &rom 'i&&erent se*ments ha#e
'i&&erent nee's an' (ants
Consumer acti#ities can !e harm&ul
Consumer !eha#ior !ene&its &rom se#eral &iel's
here are t(o ma"or perspecti#es *ui'in* our
stu'% o& consumer !eha#ior
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