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One Definition
Consumer behavior: the
study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
INTRO TO ONSUMER BEHAVIOR
Lars Perner, Instructor
MKTG 371
MKTG 371
MKTG 371
Anthropology
The study of people within and across cultures Emphasis on crosscultural differences Questioning of assumptions within own culture
MKTG 371
Economics
Basic economic issues
Supply and demand Rational decision making Perfect information
Emphasis on predicting behavior Complications in real life Behavioral economics e.g., mental accounting
MKTG 371
Geographic determinism
MKTG 371
Psychology
Study of human thinking and behavior Some issues
Personality Personal development Cognition (thinking), perception Attention and its limitations Learninge.g., MKTG 371acquired tastes INTRO TO ONSUMER BEHAVIOR
Sociology
Cultural and interpersonal influences on consumptione.g.,
Fads, fashions Diffusion of innovation Popular culture
MKTG 371
MARKET ANALYSIS
MARKET SEGMENTATION
MARKETING STRATEGY
MKTG 371
OUTCOMES
10
MKTG 371
11
Market Segmentation
(covered in more detail later)
Product-related need sets Segments: customers with similar needs and responses Segment description Segment selection
MKTG 371
12
MKTG 371
13
Outcomes
Firm
Product position/perception Sales Customer satisfaction
Society
Economic Physical environment Social welfare
Individual
Need satisfaction Injurious consumption
MKTG 371
14
MKTG 371
15
MKTG 371
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