Chapter 1 Understanding Consumer behavior
Preview • • Defining consumer behavior What affects consumer behavior? Marketing’s impact on consumer behavior Consumer’s impact on marketing
? • How to define consumer behavior? • Imagine that the target product is e-reader. What kind of consumer decisions can be expected?
Amazon kindle paperwhite kindle • - Kindle Paperwhite 15% more contrast 62% more pixels Light guide(front-lit technology) Touch interface 8 weeks of battery life 9. 1 mm thin; 7. 5 ounces With ads: $119 Wi-Fi only; $179 Wi-Fi + 3 G
Definition • Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, and ideas by (human) decision making units (over time) • The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires (Solomon)
What is consumer behavior? • 표
consumer behaviors involves products, services, activities, and ideas • In addition to products, consumer behavior involves - Services - Activities - ideas
Consumer behavior involves more than buying • Acquiring - What are different ways of acquiring an offering? Using Disposing - What are different ways of disposing of an offering
Consumer behavior • Is a dynamic process • Can involve many people - Role theory - Consumers are actors in the market place - Consumer behaviors can involve many actors Involves many decisions
Consumers’ impact • Understanding consumer behavior is good business - Understanding people/organizations to satisfy consumers’ needs - Knowledge and data about customers : help to define the market identify threats/ opportunities to a brand
Marketing‘s’ impact on consumers • Marketers significantly influence the world and the information we learn - advertisements, stores, and products communicate and persuade
The meaning of consumption • People often buy product not for what they do, but for what they mean - Brands : convey image/personality Define our place in modern society; conscious consumption h Help us to form bodns with others who share similar preferences
Applications of consumer behavior • Marketing strategy • Regulatory policy • Social marketing : the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole Informed individuals
What affects consumer behavior? • Brain picture
Скачать презентацию Chapter 1 Understanding Consumer behavior Preview
c4dff2e1570e4725697dcc7d7ff4af8d.ppt