Introduction to Consumer Behaviour By Tahir Rashid
Consumer Research Methodology used to study consumer behavior.
Market Segmentation The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
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. (Also referred to as the Ultimate Consumer or End User. )
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.
Consumer Behavior as an Academic Discipline and an Applied Science • Factors that contributed to the growing interest in consumer behavior: – – – accelerated rate of new product development consumer movement public policy concerns environmental concerns the opening of national markets throughout the world
Consumer Behavior The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products, services, and ideas.
The Marketing Concept • To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.
Marketing Concept A consumer-oriented philosophy that suggests that satisfaction of consumer needs provides the focus for product development and marketing strategy to enable the firm to meet its own organizational goals.
The Scope of Consumer Behavior • How do individuals make decisions to spend their resources (time, money, effort). – Includes: what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. • How do individuals dispose of their once-new purchases. – Includes: do they store it, throw it or give it away, sell it, rent it, or lend it out?
Consumer Behavior’s Interdisciplinary Roots • Consumer Behavior borrows from psychology, social psychology, anthropology. • All factors combine to form a comprehensive model that reflects both the cognitive and emotional aspects of consumer decision making.
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