Consumer

Behavior
Chapter 1
Introduction
Bashir Hussain
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 Bashir’s View
You are a marketer of your own
but your eyes are the eyes of
the consumers.

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Definition

 The decision process and

physical activity individuals
engage in when
 Evaluating
 Acquiring
 Using or
 Disposing of goods and services

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Important terms that facilitate
your understanding of the
definition
 Customers and Consumers
 The ultimate consumer

 The individual buyer

 The decision process

 A subset of human behavior

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Customers and Consumers

Customer: Someone who regularly

purchases from a particular store or
company.

Consumer: Anyone engaging in any of

the activities namely evaluating,
acquiring, using or disposing of.

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TheUltimate
Consumer

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The Individual Buyer

• Initiator
• Influencer
• Buyer
• User

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TheDecision
Process

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A Subset of Human Behavior

• Psychology
• Sociology
• Social psychology
• Economics
• Anthropology

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Why Study Consumer Behavior?

 Significance in Daily Lives

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 Application to Decision
Making

• Micro Perspective
• Macro Perspective

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Applying Consumer Behavior
Knowledge

 Consumer Behavior and

Marketing Management

• Market Opportunity Analysis

• Target Market Selection
• Marketing Mix Determination

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What Do You
Think?

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