Chapter 2

Chapter Two The Consumer What motivates you to buy consumer goods and services? Make a list of the factors that influence your buying habits.

Customer ,[object Object],[object Object]

Consumer Demand is driven by consumer’s needs and wants ,[object Object],[object Object]

[object Object],[object Object]

Consumer demand changes constantly due to: ,[object Object],[object Object],[object Object],[object Object]

Product Life Cycles (also called market life cycles) ,[object Object],[object Object],[object Object]

INTRODUCTION STAGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GROWTH STAGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MATURITY STAGE ,[object Object],[object Object],[object Object]

DECLINE STAGE ,[object Object],[object Object]

DECISION-POINT STAGE ,[object Object],[object Object],[object Object],[object Object],[object Object]

Nontraditional Product Life Cycles

Fads ,[object Object],[object Object]

Trends ,[object Object],[object Object],[object Object],[object Object]

Niche Markets ,[object Object],[object Object],[object Object]

Section 2.3 The Consumer Market

CONSUMER PROFILES ,[object Object],[object Object]

Knowledge of consumer profiles affects the following: ,[object Object],[object Object],[object Object],[object Object],[object Object]

DEMOGRAPHICS The study of obvious characteristics that categorize people (age, gender, family life cycle, income level, ethnicity and culture) Profile of Green Consumers

Demographic groupings … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Demographic groupings … ,[object Object],[object Object],[object Object],[object Object]

PSYCHOGRAPHICS ,[object Object],[object Object]

GEOGRAPHICS ,[object Object],[object Object]

PRODUCT USE STATISTICS ,[object Object]

Chapter 2 Section 2.4 Consumer Motivation

Marketers conduct research to find out what motivates consumers to make the purchases they make. ,[object Object],[object Object],[object Object],[object Object]

Motivational Theories ,[object Object],[object Object],[object Object]

Thorndike’s Law of Effect ,[object Object]

Maslow’s Hierarchy of Needs ,[object Object]

Alderfer’s ERG Theory ,[object Object],[object Object],[object Object],[object Object]

Industrial/Institutional Consumer ,[object Object],[object Object],[object Object],[object Object]

Chapter 2

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Chapter 2