Consumer Behavior

What is consumer behavior?

Why do we study consumer behavior?

Consumer Behavior

• The decision process and physical activity that individuals or groups of individuals or organizations engage in when:

» evaluating» acquiring» using, or» disposing

of goods and services they expect will satisfy their needs.

Consumer Behavior Researchers:

• Try to answer the following questions:» Who buys what?» What is bought? What is the decision process?» Why is something bought?» When is something bought?» Where is something bought?» How often is something bought or consumed?

Development of Consumer Behavior Research

• Related to marketing orientations» Production orientation» Product orientation» Selling orientation» Market orientation, marketing concept

Development of Consumer Behavior Research, continued

• Related to economic and social factors» Accelerated rate of new product development» Consumer movement» Public policy concerns» Environmental concerns» Growth of international markets

Ethics in Marketing

• Related to the study of consumer behavior is the issue of ethics, both from the consumer’s standpoint and the marketer’s standpoint– Marketers are often blamed for being unethical– Consumers also engage in unethical behaviors

Ethical Philosophies• Teleology

– Utilitariansim; cost/benefit analysis

– Moral worth of a behavior is determined by its consequences

• Deontology– Moral worth is determined by the results of a

particular action

– Categorical imperative--willing to have actions become universal laws applying equally to everyone

Societal Marketing Concept

• Social responsibility

– Marketers should meet needs of target markets in ways that improve society as a whole while fulfilling the objectives of the organization.

– All companies prosper when society prospers.