|

 
 

 
 



 Introduction
‡ The marketing concept suggests an
organization should satisfy consumer needs
and wants in order to make a profit
± Need to understand customers
± Must stay close to customers

1-2
 Introduction cont.

± Focus on providing consumers value-laden

products
± Superior quality and lower prices of products

1-3
 Introduction cont.
± Use of technology to identify and know
customers
± Ability to track consumer reactions

1-4
 Introduction cont.
± E-marketing potential
± Increased importance of consumer behavior
research
± Ability to conduct marketing research studies

1-5
³The purpose of a business is to create and
keep a customer.´

1-6
What is Consumer Behavior? cont.
‡ Consumer behavior involves exchanges
± People give up value to others and receive
something in return
OR
± Study of how individuals make decision on how
to spend their available resources (time, money,
effort) on various consumption related items.

1-7
 What is Consumer Behavior?
‡ The dynamic interaction of cognition,
behavior, and the environment by which
human beings conduct the exchange
aspects of their lives

1-8
What is Consumer Behavior? cont.
‡ Involves the thoughts and feelings people
experience and the actions they perform in
consumption processes
‡ Includes all things in the environment that
influence thoughts, feelings, and actions

1-9
What is Consumer Behavior? cont.
‡ Consumer behavior is dynamic
± Thinking, feelings, and actions of individual
consumers, targeted consumer groups, and
society at large are constantly changing
± Requires ongoing consumer research and
analysis
± Makes development of marketing strategies

1-10
What is Consumer Behavior? cont.
‡ Consumer behavior involves interactions
± Among people¶s thinking, feelings and actions,
and the environment
± Marketers need to understand
‡ What products and brands mean to consumers
‡ What consumers must do to purchase them
‡ What influences shopping, purchase, and
consumption

1-11
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