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Consumer Behavior: Meeting Changes and Challenges Consumer Behavior: Meeting Changes and Challenges

Consumer Behavior The behavior that consumers display in searching for, purchasing, using, evaluating, and Consumer Behavior The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

Personal Consumer The individual who buys goods and services for his or her own Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Organizational Consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.

The Production Concept The Production Concept

The Product Concept The Product Concept

The Selling Concept The Selling Concept

The Marketing Concept The Marketing Concept

The Marketing Mix The Marketing Mix

The Consumer Research Process The Consumer Research Process

Concept of Consumer Research Concept of Consumer Research

Quantitative Research Quantitative Research

Qualitative Research Qualitative Research

Secondary Data Secondary Data

Designing Primary Research Designing Primary Research

Validity and Reliability Validity and Reliability

Attitude Scales Attitude Scales

Customer Satisfaction Measurement Customer Satisfaction Measurement

Sampling and Data Collection Sampling and Data Collection

Market Segmentation and Strategic Targeting Market Segmentation and Strategic Targeting

Market Segmentation Market Segmentation

Three Phases of Marketing Strategy Three Phases of Marketing Strategy

Segmentation Studies Segmentation Studies

Bases for Segmentation Bases for Segmentation

Consumer Motivation Consumer Motivation

Types of Needs Types of Needs

Goals Goals

Goal Conflicts Positive Motivation: A driving force toward some object or condition → Approach Goal Conflicts Positive Motivation: A driving force toward some object or condition → Approach Goal (A positive goal toward which behavior is directed) Negative Motivation: A driving force away from some object or condition → Avoidance Goal (negative goal from which behavior is directed away) Conflicts: Approach/Approach/Avoidance/Avoidance

Goal Adjustments Goal Adjustments

Defense Mechanism Defense Mechanism

Arousal of Motives Arousal of Motives

Maslow’s Hierarchy of Needs Figure 4. 10 Maslow’s Hierarchy of Needs Figure 4. 10

Table 4. 3 Murray’s List of Psychogenic Needs Table 4. 3 Murray’s List of Psychogenic Needs

A Trio of Needs A Trio of Needs

Personality and Consumer Behavior Personality and Consumer Behavior

The Nature of Personality The Nature of Personality

Theories of Personality Theories of Personality

Freudian Theory Freudian Theory

Neo-Freudian Personality Theory Neo-Freudian Personality Theory

Trait Theory Trait Theory

Consumer Innovativeness Consumer Innovativeness

Dogmatism Dogmatism

Optimum Stimulation Level Optimum Stimulation Level

Variety-Novelty Seeking Variety-Novelty Seeking

Cognitive Personality Factors Cognitive Personality Factors

Product Personality Issues Product Personality Issues

Self and Self-Image Self and Self-Image

Different Self-Images Different Self-Images

Extended Self Extended Self

Virtual Personality Virtual Personality

Consumer Perception Consumer Perception

Perception Perception

Sensation Sensation

Subliminal Perception Subliminal Perception

Aspects of Perception Aspects of Perception

Perceptual Selection Perceptual Selection

Interpretation Interpretation

Interpretation Interpretation

Interpretation Interpretation

Interpretation Interpretation

Interpretation Interpretation

Product Positioning Product Positioning

Perceptual Mapping Perceptual Mapping

Positioning of Services Positioning of Services

Perceived Quality of Services Perceived Quality of Services

Price/Quality Relationship The perception of price as an indicator of product quality (e. g. Price/Quality Relationship The perception of price as an indicator of product quality (e. g. , the higher the price, the higher the perceived quality of the product. )

Perceived Risk Perceived Risk

How Consumers Reduce Risk How Consumers Reduce Risk

Consumer Learning Consumer Learning