Escolar Documentos
Profissional Documentos
Cultura Documentos
A FRAMEWORK
Chapter 1: An Introduction to
Consumer Behavior
Published by Prentice, Inc.
Concepts to Learn
Definition of CB
Consumer primacy
Environmental
analysis
Positioning/differentiat
ion
Segmentation
Theory and CB
Research
perspectives on
consumer behavior
Exchange
processes
Organizing model
of consumer
behavior
Consumer Behavior . . .
. . . is defined as the
study of the buying
units and the
exchange processes
involved in
acquiring,
consuming, and
disposing of goods,
services,
experiences, and
ideas.
Foundation of Marketing
Management
Public Policy and Consumer
Behavior
Altruistic Marketing
Personal Value
Three Research
Perspectives on
Consumer Behavior
The Decision-Making
Perspective . . .
. . . proposes that Generic Decision
buying results from Model
Problem Recognition
consumers
Search
perceiving that
Alternative
they have a
problem and then
Evaluation
they move through Choice
a series of rational
Postacquistion
steps to solve the
Evaluation
problem
The Experiential
Perspective.
. . . proposes that in
some instances
buying results from
the consumers need
for fun, to create
fantasies, obtain
emotions, and
feelings.
Frequently uses
interpretative
research methods.
The Behavioral
Influence
Perspective . . .
. . . assumes that strong
environmental forces propel
consumers to make purchases
without necessarily first developing
strong feelings or beliefs about the
product.
Exchange is the
process that
involves the
transfer of
something tangible
or intangible, actual
or symbolic,
between two or
more social actors.
Prerequisites for
Exchange:
Elements of Exchange
Goods
Money
Information
Feelings
Dimensions of Exchange
Relations
Relational
exchange
long term
reciprocal obligations
non-economic rewards: market embeddedness-social ties between buyer and seller increase
perceived value of exchange.
extensive formal and informal communications
high interdependence
planning
Market Embeddedness
Tupperware
Mary Kay Cosmetics
Ethical Issues in
Consumer Exchange
Relations
Ethical judgments
Ethical exchange
An Organizing Model of
Consumer Behavior
The
The
The
The
The
Buying Unit
Exchange Process
Marketers Strategy
Individual Influencers
Environment
Buying unit
information processing
behavioral learning
motivation and personality
communications
decision making
marketing mix
segmentation and positioning
employs marketing research to understand
consumers
Environmental Analysis:
regulatory environment
Managerial Applications
Analysis (PERMS)