chapter 1 an introduction to consumer behavior. 7jmgb9bra 7jmgb9bra
TRANSCRIPT
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Chapter 1
An Introduction toConsumer Behavior
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• http://www.youtube.com/watch?v=9-7JmGB9BRA
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“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
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• http://www.youtube.com/watch?v=_KAEXvjiu6Q
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Defining 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
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• http://www.youtube.com/watch?v=jqggcpL79qw
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Consumers’ 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.
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Segmenting Consumers by Demographic Dimensions
Demographics are Statistics That Measure Observable Aspects of a Population Such As:
AgeAge
Family StructureFamily Structure
GenderGenderRace and Ethnicity
Race and Ethnicity
GeographyGeography
Social Class and Income
Social Class and Income
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Consumers’ Impact On Marketing Strategy: Building Bonds With Consumers
• 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 involves tracking consumers’ buying habits very closely, and crafting products and messages tailored precisely to people’s wants and needs based on this information.
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• http://www.youtube.com/watch?v=97bpv2qdvu0&list=PLC901A0B24AD7CE91
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Marketing’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:
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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
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Marketing 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.
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The Dark Side of Consumer Behavior
Compulsive Consumption
> Behavior is Not Done by Choice
> Gratification is Short-Lived> Strong Feelings of Regret or
Guilt Afterwards
Illegal Activities
> Consumer Theft (Shrinkage)> Anti-consumption– Culture Jamming– Cultural Resistance
Consumed Consumers
> People Who Are Exploited for Commercial Gain in the Marketplace.
Addictive Consumption
> Gambling
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Interdisciplinary Influences
Experimental Psychology
Clinical Psychology
Developmental Psychology
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
Individual FocusIndividual Focus
Social FocusSocial Focus
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Two Perspective on Consumer Research
Two Perspective on Consumer Research
PositivistApproach
PositivistApproach
ObjectiveObjective
PredictionPrediction
IndependentIndependent
Real CauseReal Cause
SeparationSeparation
InterpretivistApproach
InterpretivistApproach
SociallyConstructed
SociallyConstructed
UnderstandingUnderstanding
ContextualContextual
SimultaneousShaping
SimultaneousShaping
InteractionInteraction
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The Wheel of Consumer Behavior