1. Intro to Consumer Behavior

7/31/2019 1. Intro to Consumer Behavior

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The behavior that consumers display in searching

for, purchasing, using, evaluating, and disposing of

products and services that they expect will satisfy

their needs.

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Production

Concept

Selling Concept

Product Concept

Marketing

Concept


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Assumes that consumers are interested primarily i

product availability at low prices

Marketing objectives: Cheap, efficient production

Intensive distribution

Market expansion

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Assumes that consumers will buy the product thatoffers them the highest quality, the bestperformance, and the most features.

Marketing objectives: Quality improvement

Addition of features

Tendency toward Marketing Myopia

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Assumes that consumers are unlikely to buy aproduct unless they are aggressively persuadedto do so

Marketing objectives: Sell, sell, sell

Lack of concern for customer needs and

satisfaction

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Assumes that to be successful, a company mustdetermine the needs and wants of specifictarget markets and deliver the desiredsatisfactions better than the competition

Marketing objectives: Make what you can sell

Focus on buyers needs

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Product

Price

Place

Promotion

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FactoryExistingProducts

Sellingand

Promoting

ProfitsthroughVolume

MarketCustomer

NeedsIntegratedMarketing

Profitsthrough

Satisfaction

The Selling Concept

The Marketing Concept

StartingPoint

Focus Means Ends


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Can be:

1) Personal Consumer

2) Organizational Consumer

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:CONSUMER

A consumer is anyone who is engaged in any one

or all of the activities in the buying procedure.A consumer is one who consumes goods and

services..

Consumers can be organizational and Personal

consumer.

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CUSTOMER:

Anyone who purchases good(s) from a storeor a company would be termed as Customer.

A customer may or may not be consumer and

a consumer may not be the customer.

Example: If a father purchases a toy for hiskid than father is a customer and kid is a

consumer!

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Give some examples whichdifferentiate Consumer and

a Customer.!!

?????

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Consumer Behavior being a Behavioral Science has gotmultidisciplinary nature in which different social

sciences have contributed in their respective ways.It is a blend of contribution made by different types ofsocial science like:

Psychology Sociology

Social psychology

Anthropology

Economics

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Psychology :

The aspects like motivation, perception, personality,attitudes, values and learning are important subject

matters of both psychology as well as of ConsumerBehavior.

Sociology:

It is the study of people behavior in group. Individualforming groups have different actions and responses ascontrast with individual actions and response. There is adirect effect of group, family and friend circles onconsumer behavior.

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Social psychology:

It is a combination of sociology and Psychology. Itindicates how consumer behaves as individual ina group. It discusses the effect of peers,Reference groups, family and opinion leaders.

Anthropology:It is the study of ones culture , beliefs, values,

customs etc. These all are adopted by anindividual from their parents and which

ultimately effects their purchase andconsumption behavior.

It also studies subcultures, eating, wearing andliving habits.

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Economics:

It is being concerned with the distribution of

limited resources at micro and macro level.

It is study of how consumers spend their

funds and how they evaluate differentpurchase alternatives and how to get

maximum satisfaction from their purchases.

Thus Consumer Behavior is a blend of all theabove Disciplines and hence isInterdisciplinary ..!

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Consumer plays different roles. The person whobuys a product may not be consumer..

1) INITIATOR:

Initiator is the individual who determines someneed or want ..He/she gives an Idea about thepurchase of product or service.

2) GATEKEEPER:Influences the familys processing of Information.

The gatekeeper has the greatest expertise inacquiring and evaluating the information.

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3) INFLUENCER:

Influencer is a person who, by some intentional

or unintentional word or action, influences

the buying decision, actual purchase and/orthe use of product or service.

4) DECIDER:

The person(s) who actually determine whichproduct or service will be purchased.

5) BUYER:

Buyer is an individual who actually makes the

purchase transaction.6) USER (s):

User is a person who use or consumes the

purchased product or service.

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1. Intro to Consumer Behavior

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