3. • Definition:
*Consumer behavior is the study of individual,
groups or organizations and all activities
associated with the purchase use & disposal of
goods & services.
*Consumer behavior involves the thoughts and
feelings of consumer and the actions they perform
in consumption process, so it is dynamic because
these thought and feelings are constantly
changing.
4. • Common factors influencing consumer behavior:
1-Purchasing power of consumer, where consumers
analyze purchasing capacity before making a decision to buy
products and sales.
2-Group influence such as consumer members, classmates,
neighbors and friends.
3-Personal preferences (likes, dislikes) especially in
dynamic industries such as fashion, food and personal care.
4-Economic conditions especially for purchase houses,
vehicles and households.
5-Making campaigns, that influence consumer prefer for
one brand over another
5. Consumer behavior role in marketing strategy:
A marketing strategy is:
The design, implementation and control of a plan to influence
exchanges to achieve organizational objectives.
1-In consumer markets, marketing strategy designed to increase
the chance that consumer will have about particular products,
services and brands, he will try them and repeatedly purchase them
2-In retail stores, marketing strategy are also developed to increase
chances that consumer will have to acquire easily what they are
needed.
3-In other organization such as banks, marketing strategy
developed to make funds available for purchase.
6. • Ethical marketing:
*Ethical marketing seeks to promote honesty,
fairness and responsibility in all advertising
activities.
*Ethical marketing is a difficult subject
because everyone has subjective judgment
about what is "right" and what is "wrong"
7. Principles of ethical marketing:
1-All marketing communications share the common
standard of truth.
2-Marketing professionals abide by the highest standard of
personal ethics.
3-Advertising is clearly distinguished from news and
entertainment content.
4-Marketers should be transparent about who they pay to
endorse their products.
5-Consumers should be treated fairly based on the nature
of the product and the nature of the consumer (e.g.
marketing to children). continued
8. 6-The privacy of the consumer should never be compromised.
7-Marketers must comply with regulations and standards
established by governmental and professional organizations.
8-Ethics should be discussed openly and honestly during all
marketing decisions.
Note:
Ethical marketing can be an economical and effective form of
advertising. Similarly unethical advertising doesn't guarantee
higher sales or lower advertising costs.
9. Marketing and public policy:
It concentrates on:
1-Threats facing the field of marketing.
2-The opportunities for continued expansion
3-Offer a "big tent" for diverse group to
participate such as consumers, distributers,
shareholders, and competitors.
4-Marketers should be shared freely among all
firms.
10. • Perceptions:
• Perception is the way interprets things and
has our point of view about.
Or, is how consumers from opinions about
companies and their products they offer.
Companies use perception concept to
develop strategies intended to retain current
customers and attract new ones
11. .
Consumer theory perception:
Three areas of consumers' theory relate to consumer perception:
1-Self-perception:
It driven by customers' values and motivations that drive buying behavior.
Ex: if consumers believed their buying decision had a real effect on issues
such as no consumption impact, consumers' self-perception was a driving
factor on purchasing consumption products.
2-Price perception:
It driven by quality and value of money. Ex. If customers were satisfied
with quality or/and value of money, they would make further purchases.
3-Benefit perception:
It driven by something like security & healthy decision.
Ex. If consumer were satisfied with value of feeds and views as healthy they
would have more.
12. Exposure:
Exposure is a key factor in influencing
consumer perception.
Exposure is the more information consumer have
about a product.
If consumers have more information about
product they will be more comfortable and
buying it.
13. Marketers should develop strategies to persuade
consumers exposed to their information & products
There are three ways:
1-If marketers should make sure that appropriate
information is available when and where consumers
want it.
2-Marketers should try to place their information in
locations where exposure is high such as malls, busy
intersections and downtown locations.
3-Marketers should try to use distinctive music in
advertisements to attract attention and maintain
exposure of the target audience.
14. Attention:
*Attention is the action of applying one's mind to or listening
to something or somebody.
*It implies selectivity (information as an example) from
large set of information and ignoring other information.
*So consumers who are in a bad (or good) mood are likely
to notice negative (or positive) aspects of their environment.
