Consumer Beh ch. 1

study of individuals, groups, or organizations, looking at why and how they buy and use what they purchase/consume

all tactics are based on how consumers behave

FDA, cusumer deception, health & safety

application of marketing techniques that are positive to society

help with purchases (why I buy things)

• Consumers
• Company
• Competitors
• Conditions

anticipate what they want through research

can my company meet consumer needs

what are my competitors doing

uncontrollable factors

a portion of the larger market whose needs differ from that market

• identifying product
• grouping customers with similar need sets
• describing each group (age, income, gender)
• selecting an attractive segment to serve

• asks.... how will we provide superior customer value to our target market
• need to formulate marketing mix

• Product
• Price
• Communications (promotion)
• Distribution (place)

this process intervenes between the marketing strategy and the outcomes

• Firm outcomes
• Individual outcomes
• Society outcomes

• product position
• sales/profit
• customer satisfaction

need satisfaction

choices to buy and save affect society

• culture
• demographics
• ethnic, religious, and regional subcultures
• families and households

• perception
• learning
• memory
• motives
• personality
• emotions
• attitudes

totality of an individual's thoughts and feelings about oneself

• how one lives, including the products they buy
• how they use them
• what they think about them
• how they feel about them

result from perceived problems and opportunities

arise in specific situations and the nature of the situation influences the resulting consumer behavior