Consumer Behavior

MKT 750
Professor Pat West

Agenda
Introductions
Class website:
http://fisher.osu.edu/~west_284/mkt750s05 or
class.osu.edu

Syllabus highlights
Course overview
Assignment

Syllabus Highlights
Course Objective:
To develop a deeper understanding of and
appreciation for consumers
To learn how to better serve your customers and
develop strong relationships

Class materials:
Consumer Behavior: Building Marketing Strategy, 9th
edition (Hawkins, Best, and Coney)

Syllabus Highlights
Requirements:
Individual Components
Participation
Two exams @ 100 points each

Points
100
200

Team Components
Phase 1: Immersion Research
Phase 2: Idea Generation
Phase 3: Implementation Report

100
100
100
600

Keys to Success
Come to class prepared
Keep up on readings
Stay on top of deadlines

Treat others professionally

Show pride in your work
Be respectful

Considered appropriate:

Be considerate of others
Get involved and participate
Strive to be a good teammate
Manage your time wisely

Please refrain from:

1.
2.
3.
4.
5.

Coming in late
Leaving class early
Sidebar conversations
Cellular phone interruptions
Eating food in the classroom

Honor Code
What is academic misconduct?
Any activity that compromises the academic
integrity of the institution or subverts the
educational process.

How will it be dealt with?

You will be dismissed from the class.
The University Committee on Academic
Misconduct will be notified.

Course Overview

What is consumer behavior?

Why study it?
How does this relate to marketing?
Some essential tools

What is 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 impact that these processes have
on the consumer and society
-- Hawkins, Best, and Coney 2004

The study of the cognitive, emotional, and physical

activities associated with the perception, evaluation,
choice, acquisition, use, and disposition of goods and
services.

Why Study Consumer Behavior?

The Marketing Concept:
Marketing is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, and services to create more satisfying
exchanges than the competition.

Corollary:
Success in the marketplace requires: knowing, then
attracting, satisfying, and retaining customers.

Why Study Consumer Behavior?

No brand/product can appeal to all people.
Firms must segment the market into groups with
relatively homogeneous preferences and target
one or more groups.
Firms must position their offerings in the hearts
and minds of these individuals in a favorable
way.
Firms must examine all of the touch points that
shape how a consumer will respond to their
offering.

Why Study Consumer Behavior?

Our guesses about people are inaccurate.
This is because human nature leads us to believe
that other people think like us
false consensus
People tend to perceive differences even when
they dont exist
stereotyping

Why Study Consumer Behavior?

Therefore, we must strive to
Identify customer needs and wants
Engage in research
Understand how customers will respond to
different messages and environments
Learn about and apply theories
Anticipate where preferences are headed
Staying informed

Essential Tools:
Consumer Decision Making
Demographics / Trends
Information Processing
Social Influence

Consumer Decision Making

Consumer-side
Need
Recognition

Search

Alternative
Evaluation

Choice

Post-Purchase
Evaluation

Marketer-side
Awareness

Interest

Desire

Action

Essential Tools:
Consumer Decision Making
Demographics / Trends
Information Processing
Social Influence

Demographic Trends:
Aging population

Cultural Diversity & Globalization

Lifestyle & Segment Trends:

Staying connected
Cellular phones
Instant messaging

Health & Fitness

Atkins
Water

Essential Tools:
Consumer Decision Making
Demographics / Trends
Information Processing
Social Influence

Consumer Information Processing

Stimuli

Exposure
Attention
Comprehension
Acceptance
Retention

Purchase

Essential Tools:
Consumer Decision Making
Demographics / Trends
Information Processing
Social Influence

Social Influence
Creating Buzz through word of mouth
Cultural and generational influence
Family & Group Influence

Assignment
Carefully read the syllabus
There will be a quiz on it next time

Study Chapter 1 of the textbook

Begin applying the strategic framework
discussed to the team project we will be
working on
What do we know about the 5 Cs,
Segmentation, Targeting, and Positioning?