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Chapter 1 Consumers Rule. CONSUMER BEHAVIOR, 9e Michael R. Solomon. Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior. What is Consumer Behavior?. - PowerPoint PPT Presentation
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Chapter 1
Consumers Rule
CONSUMER BEHAVIOR, 9eMichael R. Solomon
Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior
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What is Consumer Behavior?
• The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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The Meaning of Consumption
• Consumers often buy products not for what they do, but for what they mean
• Consumers can develop relationships with brands:
Self-Concept Attachment Nostalgic Attachment
Interdependence Love
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Figure 1.1
Stages in the Consumption Process
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Actors in Consumer Behavior
• Individuals
• Groups
• Organizations
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Consumers’ Impact on Marketing
Understanding consumer behavior is critical for developing effective marketing strategy
• To satisfy consumers’ needs
• To help define the market
• To identify threats/opportunities to a brand
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How do marketers understand consumer behavior?
• Market segmentation
• Lifestyle analysis
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Marketers Influence Consumer Preferences
• Music
• Movies
• Sports
• Books
• Celebrities
• Entertainment
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Consumers Also Influence Marketers
• Virtual brand communities provide consumer-generated content
• Blogs
• Pictures
• Video Blogs
• Ads
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Global Consumer Culture
• Unites people around the world with a common devotion:
• Brand name products• Movie stars• Celebrities• Leisure activities
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Public Policy & Consumer Advocacy
Concern for the welfare of consumers
Department of Agriculture Federal Trade Commission
Food and Drug Administration
Securities and Exchange Commission
Environmental Protection Agency
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Consumer Activism
• Culture jamming
• a strategy to disrupt efforts by the corporate world to dominate our cultural landscape.
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The “Dark Side” of Consumption
Consumer terrorism
Addictive consumption
Compulsive consumption
Consumed consumers
Illegal activities
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Experimental PsychClinical Psychology
Developmental PsychHuman EcologyMicroeconomics
Social PsychologySociology
MacroeconomicsSemiotics/Literary Criticism
DemographyHistory
Cultural Anthropology
Figure 1.2
Disciplines in Consumer ResearchMICRO CONSUMER BEHAVIOR
(INDIVIDUAL FOCUS)
MACRO CONSUMERBEHAVIOR
(SOCIAL FOCUS)
Consumer behaviorinvolves many different
disciplines
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Table 1.3
Positivist versus Interpretivist Approaches
Assumptions Positivist Approach Interpretivist Approach
Nature of reality
Objective, tangibleSingle
Socially constructedMultiple
Goal Prediction Understanding
Knowledge generated
Time freeContext-independent
Time-boundContest dependent
View of causality
Existence of real causes Multiple, simultaneous shaping events
Research relationship
Separation between researcher and subject
Interactive, cooperative with researcher being part of phenomenon under study
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Figure 1.3
Wheel of Consumer Behavior
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MKT 342: Consumer BehaviorKey Concepts: Chapter 1
• What is consumer behavior?• Meaning of consumption• Stages of consumer behavior process• Actors in consumer behavior• Consumer impact on marketing• Consumer segmentation• Consumer lifestyle analysis• How marketers influence consumers• How consumers influence marketers• Global consumer culture• Public policy and consumer advocacy• Consumer activism• The dark side of consumption• Disciplines in consumer research• Positivist vs. interpretivist approaches to consumer research• Wheel of consumer behavior