Professional Documents
Culture Documents
Behavior
Consumer
behavior--what is it?
Applications
Consumer Behavior
and Strategy
Elements of strategy
Consumer Analysis
Consumer behavior
outcomes
MKTG 371
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
Applications of Consumer
Behavior
Marketing Strategy
Regulatory (Public)
Policy
Social Marketing
Personal Consumer
Skills
MKTG 371
MKTG 371
Anthropology
The study of
people within and
across cultures
Emphasis on crosscultural differences
Questioning of
assumptions within
own culture
MKTG 371
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
Geographic
determinism
MKTG 371
Psychology
Study of human
thinking and behavior
Some issues
Personality
Personal development
Cognition (thinking),
perception
Attention and its
limitations
Learninge.g.,
acquired tastes
MKTG 371
Sociology
Cultural and
interpersonal
influences on
consumptione.g.,
Fads, fashions
Diffusion of
innovation
Popular culture
MKTG 371
MARKET
ANALYSIS
MARKETING
STRATEGY
MKTG 371
MARKET
SEGMENTATION
CONSUMER
DECISION
PROCESSES
INTRO TO ONSUMER BEHAVIOR
OUTCOMES
10
Market Analysis
Components
MKTG 371
Consumers
Firms
Competitors
Conditions
(environment)
11
Market Segmentation
(covered in more detail later)
Product-related
need sets
Segments:
customers with
similar needs and
responses
Segment
description
Segment selection
MKTG 371
12
Elements in Marketing
Strategy
Product
Communications
Price
Distribution
Service
MKTG 371
13
Outcomes
Firm
Society
Product
position/perception
Sales
Customer
satisfaction
Economic
Physical
environment
Social welfare
Individual
Need satisfaction
Injurious
consumption
MKTG 371
14
External Influences
Internal Influences
Self-Concept
Situations
Experiences and
acquisitions
MKTG 371
15
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