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Chapter 1
An Introduction toConsumer Behavior
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1-3“Remember Me?”I'm the fellow who goes into a restaurant, sits down and patiently
waits while the waitresses do everything but take my order. I'm the fellow who goes into a department store and stands quietly while the sales clerks finish their little chitchat. I'm the man who drives into a gasoline station and never blows his horn, but waits patiently while the attendant finishes reading his comic book.
"Yes, you might say, I'm a good guy. But do you know who else I am? I am the fellow who never comes back, and it amuses me to see you spending thousands of dollars every year to get me back into your store, when I was there in the first place, and all you had to do to keep me was to give me a little service; show me a little courtesy."
Source: From a Better Business Bureau bulletin submitted by An Arkansas Reader to Dear Abby
1-4Defining Consumer Behavior
Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products,
Services, Ideas or Experiences (Exchange) to Satisfy Needs and
Desires.
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Issues During Stages in the Consumption Process
1-6Consumers’ Impact on MarketingStrategy• Understanding consumer behavior is good business.–Firms exist to satisfy consumers’ needs, so–Firms must understand consumers needs to satisfy
them.
• The Process of Marketing Segmentation:– Identifies Groups of Consumers Who are Similar to
One Another in One or More Ways, and–Devises Marketing Strategies that Appeal to One or
More of These Groups.
1-7Segmenting Consumers by Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
Age
Family Structure
GenderRace and Ethnicity
Geography
Social Class and Income
1-8Consumers’ Impact On Marketing Strategy: Building Bonds With Consumers
• Relationship Marketing Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.
• Database Marketing Database Marketing involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.
1-9Marketing’s Impact on Consumers:The Meaning of Consumption
Self-Concept Attachment Helps to Establish the User’s Identity
Nostalgic AttachmentServes as a Link With a Past Self
InterdependencePart of the User’s Daily Routine
LoveElicits Bonds of Warmth, Passion, or Other
Strong Emotion
Types of Relationships a Person May Have With a Product:
1-10Marketing’s Impact on Consumers:Consumption TypologyConsumption Typology Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning
to People. There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience
Consuming as Integration
Consuming as Classification
Consuming as Play
An Emotional or Aesthetic Reaction to Consumption Objects
Express Aspects of Self or Society
Communicate Their Association With Objects, Both to Self/ Others
Participate in a Mutual Experienceand Merge Self With Group
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Marketing’s Impact on Consumers
– Marketing and Culture• Popular Culture
– Intangible and Tangible Objects– The Global Consumer
• Global Consumer Culture– Virtual Consumption
• Business to Consumer Selling (B2C Commerce)• Consumer to Consumer Selling (B2B Commerce)• Virtual Brand Communities
– Blurred Boundaries: Marketing and Reality
1-12Marketing Ethics
Business Ethics Business Ethics are Rules of Conduct That Guide Actions in the Marketplace - the Standards Against Which Most People in a Culture Judge What is Right and What is Wrong, Good or Bad.
1-13Other Marketing Ethics Issues
• Do Marketers Create Artificial Needs?– Response: Marketing attempts to create awareness
that these needs do exist, rather than to create them.
• Are Advertising and Marketing Necessary?– Response: Yes, if approached from an information
dissemination perspective.
• Do Marketers Promise Miracles?– Not if they are honest; they do not have the ability to
create miracles.
1-14The Dark Side of Consumer Behavior
Compulsive ConsumptionCompulsive Consumption
>Behavior is Not Done by Choice>Gratification is Short-Lived>Strong Feelings of Regret or Guilt Afterwards
Illegal ActivitiesIllegal Activities
> Consumer Theft (Shrinkage)>Anti-consumption
– Culture Jamming– Cultural Resistance
Consumed ConsumersConsumed Consumers
> People Who Are Exploited for Commercial Gain in the Marketplace.
Addictive ConsumptionAddictive Consumption
> Gambling
1-15Interdisciplinary Influences
Experimental PsychologyClinical Psychology
Developmental PsychologyHuman EcologyMicroeconomics
Social PsychologySociology
MacroeconomicsSemiotics/Literary Criticism
DemographyHistory
Cultural Anthropology
Individual Focus
Social Focus
1-16Two Perspective on Consumer ResearchPositivist
Approach
Objective
Prediction
Independent
Real Cause
Separation
InterpretivistApproach
SociallyConstructed
Understanding
Contextual
SimultaneousShaping
Interaction
1-17Taking it From Here: The Plan of the Book• Section II: Consumers As Individuals• Section III: Consumers As Decision
Makers• Section IV: Consumers and
Subcultures• Section V: Consumers and Culture
1-18The Wheel of Consumer Behavior