Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Intro to Consumer Behavior                                 Consumer behavior--                                 what is it?...
One Definition      Consumer behavior : the      study of individuals, groups, or      organizations and the processes    ...
Applications of Consumer Behavior                                 Marketing Strategy                                 Regul...
Orientations in the Study of Consumer Behavior      Anthropology      Economics      History and      geography      Psych...
Anthropology                                 The study of people                                 within and across        ...
Economics      Basic economic issues           Supply and demand           Rational decision making           Perfect info...
History and Geography      Origins of behavior,      perspectives, and      traditions      Impact of geography on      in...
Psychology      Study of human      thinking and behavior      Some issues           Personality           Personal develo...
Sociology      Cultural and      interpersonal      influences on      consumption—e.g.,           Fads, fashions         ...
Marketing Strategy and Consumer Behavior           MARKET                         MARKET           ANALYSIS               ...
Market Analysis Components                                 Consumers                                 Firms                ...
Market Segmentation   (covered in more detail later)      Product-related need      sets      Segments:      customers wit...
Elements in Marketing Strategy      Product      Communications      Price      Distribution      ServiceMKTG 371      INT...
Outcomes      Firm                               Society           Product                             Economic           ...
The Nature of Consumer Behavior      External Influences      Internal Influences      Self-Concept      Situations      E...
Why We Buy: Some Issues      Questions academics relatively well:      Whether, how, why?      Questions academics answer ...
Why We Buy Issues      “Conversion” and “interception” rates      The “Transition Zone”      Thinking like a consumer who ...
Nächste SlideShare
Wird geladen in …5
×

Consumer behaviour effect

1.702 Aufrufe

Veröffentlicht am

Veröffentlicht in: Business
  • Login to see the comments

Consumer behaviour effect

  1. 1. Intro to Consumer Behavior Consumer behavior-- what is it? Applications Consumer Behavior and Strategy Elements of strategy Consumer Analysis Consumer behavior outcomesMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 1
  2. 2. One Definition Consumer behavior : the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 2
  3. 3. Applications of Consumer Behavior Marketing Strategy Regulatory (Public) Policy Social Marketing Personal Consumer SkillsMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 3
  4. 4. Orientations in the Study of Consumer Behavior Anthropology Economics History and geography Psychology SociologyMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 4
  5. 5. Anthropology The study of people within and across cultures Emphasis on cross- cultural differences Questioning of assumptions within own cultureMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 5
  6. 6. Economics Basic economic issues Supply and demand Rational decision making Perfect information Emphasis on predicting behavior Complications in real life Behavioral economics— e.g., “mental accounting”MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 6
  7. 7. History and Geography Origins of behavior, perspectives, and traditions Impact of geography on individuals Isolation Language development Climate Geographic determinismMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 7
  8. 8. Psychology Study of human thinking and behavior Some issues Personality Personal development Cognition (thinking), perception Attention and its limitations “Learning”—e.g.,MKTG 371 acquiredINTRO TO ONSUMER BEHAVIOR tastes Lars Perner, Instructor 8
  9. 9. Sociology Cultural and interpersonal influences on consumption—e.g., Fads, fashions Diffusion of innovation Popular cultureMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 9
  10. 10. Marketing Strategy and Consumer Behavior MARKET MARKET ANALYSIS SEGMENTATION MARKETING CONSUMER DECISION OUTCOMES STRATEGY PROCESSESMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 10
  11. 11. Market Analysis Components Consumers Firms Competitors Conditions (environment)MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 11
  12. 12. Market Segmentation (covered in more detail later) Product-related need sets Segments: customers with similar needs and responses Segment description Segment selectionMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 12
  13. 13. Elements in Marketing Strategy Product Communications Price Distribution ServiceMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 13
  14. 14. Outcomes Firm Society Product Economic position/perception Physical environment Sales Social welfare Customer satisfaction Individual Need satisfaction Injurious consumptionMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 14
  15. 15. The Nature of Consumer Behavior External Influences Internal Influences Self-Concept Situations Experiences and acquisitionsMKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 15
  16. 16. Why We Buy: Some Issues Questions academics relatively well: Whether, how, why? Questions academics answer less well: How much? Which effect is stronger? What if…?MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 16
  17. 17. Why We Buy Issues “Conversion” and “interception” rates The “Transition Zone” Thinking like a consumer who is in the shopping setting! A note on exam questions from the text: You need to have read the book to be able to answer! (The answers are not obvious.)MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 17

×