Upload
pankajvyas
View
333
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 1
Intro to Consumer Behavior
Consumer behavior--what is it?
ApplicationsConsumer Behavior
and Strategy Elements of strategy Consumer Analysis
Consumer behavior outcomes
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 2
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.
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 3
Applications of Consumer Behavior
Marketing StrategyRegulatory (Public)
PolicySocial MarketingPersonal Consumer
Skills
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 4
Orientations in the Study of Consumer Behavior
AnthropologyEconomicsHistory and
geographyPsychologySociology
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 5
Anthropology
The study of people within and across cultures
Emphasis on cross-cultural differences
Questioning of assumptions within own culture
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 6
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 7
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 8
Psychology
Study of human thinking and behavior
Some issues Personality Personal development Cognition (thinking),
perception Attention and its
limitations “Learning”—e.g.,
acquired tastes
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 9
Sociology
Cultural and interpersonal influences on consumption—e.g., Fads, fashions Diffusion of
innovation Popular culture
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 10
Marketing Strategy and Consumer Behavior
MARKETANALYSIS
MARKETINGSTRATEGY
MARKETSEGMENTATION
CONSUMER DECISION
PROCESSES
OUTCOMES
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 11
Market Analysis Components
ConsumersFirmsCompetitorsConditions
(environment)
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 12
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 13
Elements in Marketing Strategy
ProductCommunicationsPriceDistributionService
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 14
Outcomes
Firm Product
position/perception Sales Customer
satisfaction
Individual Need satisfaction Injurious
consumption
Society Economic Physical
environment Social welfare
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 15
The Nature of Consumer Behavior
External InfluencesInternal InfluencesSelf-ConceptSituationsExperiences and
acquisitions
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 16
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 17
Why We Buy Issues
“Conversion” and “interception” ratesThe “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.)