Chapter 1 Consumer Behavior

7/24/2019 Chapter 1 Consumer Behavior

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1-111/02/15Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter 1

Consumers Rule

CONSUMER

BEHAVIOR, 9eMichael R Solomon


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11/02/15Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall

Chapter O!"ecti#es

$hen %ou &inish this chapter, %ou shoul'un'erstan' (h%)

Consumers use pro'ucts to help them 'e&ine

their i'entities in 'i&&erent settin*s Consumer !eha#ior is a process

Mar+eters nee' to un'erstan' the (ants an'

nee's o& 'i&&erent consumer se*ments he $e! is chan*in* consumer !eha#ior


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Chapter O!"ecti#es -continue'.

Consumer !eha#ior relates to other issues inour li#es

Consumer acti#ities can !e harm&ul to

in'i#i'uals an' to societ% Man% 'i&&erent t%pes o& specialists stu'%

consumer !eha#ior

here are t(o ma"or perspecti#es that see+to un'erstan' an' stu'% consumer !eha#ior


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Aspects o& Consumer Beha#ior

Se*mente' !% mar+eters !%'emo*raphics

In&luence' !% peer *roups

E/pose' to competin*!ran's see+in* her lo%alt%

E#aluates pro'ucts !% the

appearance, taste, te/ture,smell


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$hat is Consumer Beha#ior0

Consumer behavior:the study of the

processes involvedwhen individuals or

groups select,purchase, use, or

dispose of products,services, ideas, or

experiences tosatisfy needs and

desires.


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i*ure 11

Sta*es in the Consumption 2rocess


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Actors in Consumer Beha#ior

A consumer is a personwho identifies a need or

desire, makes a

purchase, and then

disposes of the product.

2urchaser #ersus user

#ersus in&luencer

Or*ani3ation4*roup as

consumer


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Consumers5 Impact on Mar+etin*

Un'erstan'in* consumer !eha#ior is *oo'!usiness

Un'erstan'in* people4or*ani3ations to

satis&% consumers5 nee's6no(le'*e an' 'ata a!out customers)

Help to 'e&ine the mar+et

I'enti&% threats4opportunities to a !ran'


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Se*mentin* Consumers) 7emo*raphics

7emo*raphics) statisticsthat measure o!ser#a!le

aspects o& a population,

such as

A*e8en'er

amil% structure

Social class4income

Race4ethnicit%

8eo*raph%


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Re'nec+ Ban+ ar*ets !% Social Class


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7iscussion

What are some products or services that arewidely used by your social group?

o these products or services help you form

bonds with your group? !f yes, giveexamples.

Are there any product or services you would

avoid because of the social group you belong

to?


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Se*mentin* Consumers) i&est%les

2s%cho*raphics

he (a% (e &eel

a!out oursel#es

he thin*s (e

#alue

he thin*s (e 'o

in our spare time


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appin* into Consumer i&est%les

Relationship mar+etin*) interact (ithcustomers re*ularl%: *i#e them reasons to

maintain a !on' (ith the compan%

7ata!ase mar+etin*) trac+in* speci&icconsumers5 !u%in* ha!its an' cra&tin*

pro'ucts an' messa*es tailore' precisel%

to people5s (ants


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2opular Culture

Music

Mo#ies

Sports

Boo+s

Cele!rities

Entertainment

Mar+eters in&luence

pre&erences &or mo#ie

an' music heroes,

&ashions, &oo', an''ecoratin* choices


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Consumer;8enerate' Content

$hen e#er%'a%people #oice their

opinions a!out

pro'ucts, !ran's,

an' companies on!lo*s, po'casts,

an' social

net(or+in* sitessuch as ace!oo+


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he Meanin* o& Consumption

2eople o&ten !u% pro'ucts not &or (hat the%'o, !ut &or (hat the% mean

Consumers can 'e#elop relationships (ith

!ran's)

Sel&;Concept Attachment Nostal*ic Attachment

Inter'epen'ence o#e


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he 8lo!al Consumer

he *lo!al consumerculture is one that unitespeople (ith a common'e#otion to

Bran' name consumer*oo's

Mo#ie stars

Cele!rities eisure acti#ities


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Virtual Bran' Communities

C Americans spen'?

ess time (ith &rien's4&amil%

ess time shoppin* in stores

More time (or+in* at home a&ter hours


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Mar+etin* Ethics an' 2u!lic 2olic%

Business ethics) rules o& con'uct that *ui'eactions in the mar+etplace

Cultural 'i&&erences in ethics)

Co'es o& ethics less &ormal in Me/ico

US orei*n Corrupt 2ractices Act

prohi!its use o& !ri!er% !% US

!usinesspeople@no matter (here the%5re

'oin* !usiness

Bri!er% commonl% practice' in other

countries


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Sample o& e'eral e*islation Inten'e'

to Enhance Consumers5 $el&are

ear Act

191 ur 2ro'uct a!elin* Act

19 lamma!le a!rics Act

19D National ra&&ic an' Sa&et%Act

19D Automo!ile In&ormation7isclosure Act

19 air 2ac+a*in* an' a!elin*

Act

19 Chil' 2rotection Act

19F e'eral Ci*arette a!elin*an' A'#ertisin* Act

ear Act

19D ruth;in;en'in* Act

199 National En#ironmental2olic% Act

19F< Consumer 2ro'ucts Sa&et%Act

19F Consumer 8oo's 2ricin* Act

19F Ma*nuson;Moss $arrant%;

Impro#ement Act

199G Nutrition a!elin* an'E'ucation Act

199D Internet a/ ree'om Act


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7o Mar+eters Create Arti&icial Nee's0

Nee') a !asic

!iolo*ical moti#e

$ant) one (a% that

societ% has tau*ht usthat the nee' can !e

satis&ie'

O!"ecti#e o& mar+etin*) create a(areness thatnee's e/ist, not to create nee's

#ersus


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Are A'#ertisin* Mar+etin* Necessar%0

7oes a'#ertisin* &oster materialism0

2ro'ucts are 'esi*ne' to meet e/istin*nee's:

A'#ertisin* onl% helps to communicate theira#aila!ilit%


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7o Mar+eters 2romise Miracles0

A'#ertisers simpl%

'o not +no(

enou*h a!out

people tomanipulate them


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7iscussion

Advertisers are often blamed for promoting amaterialistic society by making their

products as desirable as possible.

o you agree with this? !f yes, is materialism a bad thing?

!f no, what are your reasons?


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2u!lic 2olic% Consumerism

Concern &or the (el&are o& consumers

7epartment o& A*riculture e'eral ra'e Commission

oo' an' 7ru*

A'ministration

Securities an' E/chan*e

Commission

En#ironmental 2rotection

A*enc%


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Consumer Acti#ism

Culture "ammin* is a strate*% to 'isrupte&&orts !% the corporate (orl' to 'ominate

our cultural lan'scape


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Consumerism Consumer Research

65s =7eclaration o&Consumer Ri*hts>

-19


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he Consumer =7ar+ Si'e>

Consumer

terrorismA''icti#e

consumption

Compulsi#e

consumption Consume'

consumers

Ille*al acti#ities


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Inter'isciplinar% Research Issues in

Consumer Beha#ior7isciplinar% ocus 2ro'uct Role

E/perimental2s%cholo*%

2erception, learnin*, an' memor% processes

Clinical 2s%cholo*% 2s%cholo*ical a'"ustment

Microeconomics4HumanEcolo*%

Allocation o& in'i#i'ual or &amil% resources

Social 2s%cholo*% Beha#ior o& in'i#i'uals as mem!ers o& social *roups

Sociolo*% Social institutions an' *roup relationships

Macroeconomics Consumers5 relations (ith the mar+etplace

Semiotics4iterar%Criticism

Ver!al an' #isual communication o& meanin*

7emo*raph% Measura!le characteristics o& a population

Histor% Societal chan*es o#er time

Cultural Anthropolo*% Societ%5s !elie&s an' practices


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E/perimental 2s%chClinical 2s%cholo*%

7e#elopmental 2s%ch

Human Ecolo*%

Microeconomics

Social 2s%cholo*%

Sociolo*%

Macroeconomics

Semiotics4iterar% Criticism7emo*raph%

Histor%

Cultural Anthropolo*%

i*ure 1< 7isciplines in

Consumer ResearchMICRO CONSUMER BEHAVIOR

-IN7IVI7UA OCUS.

MACRO CONSUMER

BEHAVIOR

-SOCIA OCUS.

Consumer !eha#ior

in#ol#es man% 'i&&erent

'isciplines


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a!le 1

2ositi#ist #ersus Interpreti#ist Approaches

Assumptions 2ositi#ist Approach Interpreti#ist Approach

Nature o&realit%

O!"ecti#e, tan*i!leSin*le

Sociall% constructe'Multiple

8oal 2re'iction Un'erstan'in*

6no(le'*e*enerate'

ime &reeConte/t;in'epen'ent

ime;!oun'Contest 'epen'ent

Vie( o&causalit%

E/istence o& real causes Multiple, simultaneousshapin* e#ents

Researchrelationship

Separation !et(eenresearcher an' su!"ect

Interacti#e, cooperati#e(ith researcher !ein*part o& phenomenonun'er stu'%


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i*ure 1 $heel o& Consumer Beha#ior


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1 3311/02/15C i ht 2011 P Ed ti I bli hi P ti H ll

Chapter Summar%

Consumer !eha#ior is a process Consumer use pro'ucts an' !ran's to 'e&ine

their i'entit% to others

Consumers &rom 'i&&erent se*ments ha#e

'i&&erent nee's an' (ants

Consumer acti#ities can !e harm&ul

Consumer !eha#ior !ene&its &rom se#eral &iel's

here are t(o ma"or perspecti#es *ui'in* our

stu'% o& consumer !eha#ior

Chapter 1 Consumer Behavior

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