Introduction: What Is consumer behavior?

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Introduction: What is Consumer Behavior?MAR 3503 January 10, 2012

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Why study consumers?For consumers’ sakes: To understand their preferences, desires, and needs To help them make the best choices For marketers’ sakes: To learn how to influence consumers To understand consumers, marketers must learn not only what consumers want, but why they want it

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What responses do consumers make?Cognitions (thoughts) Product-related knowledge, beliefs, opinions, intentions, etc Affect (feelings) Product-related emotions (Observable) Behaviors Product-related decisions and actions

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When can these responses be influenced?Pre-acquisition Acquisition Whether, what, why, how, when, where, how much, how often, etc. Post-acquisition Use Disposal Re-purchase

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How do we understand these responses?A consumer’s responses to products and other objects are a function of both the person and the situation Person: Individual differences and personal factors Motivation, needs, personality, demographics Situation: Environment Friends, family, group norms, culture Both together: Basic human abilities, limitations, and tendencies Perception, attention, memory, comprehension, categorization Attitudes, attitude change Decision making

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Whom can we influence?Purchaser, of course “Influencers” User Information gatherer Decider

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So, a definition of “consumer behavior” The totality of consumers’ thoughts, feelings, and decisions about the consumption, acquisition, and disposition of goods, services, activities, and ideas

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…but who cares?Marketing managers Policy makers Ethicists and consumer advocates Consumers!

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Next time… How do we learn how consumers think and behave?

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Last Updated: 8th March 2018

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