1) introduction to consumer behaviour

7/25/2019 1) Introduction to Consumer Behaviour

1/21

CONSUMER BEHA!OR:A FRAME"OR#

Cha$%er &: An !n%ro'uc%ion %o

Consumer Behavior

(u)lishe' )* (ren%ice+ !nc.


2/21

Conce$%s %o ,earn -eni%ion o/ CB

Consumer $rimac*

Environmen%alanal*sis

(osi%ionin01'i2eren%ia%

ion Se0men%a%ion

3heor* an' CB

Research

$ers$ec%ives onconsumer )ehavior

E4chan0e$rocesses

Or0ani5in0 mo'elo/ consumer)ehavior


3/21

Consumer Behavior . . .

. . . is 'ene' as %hes%u'* o/ %he )u*in0uni%s an' %he

e4chan0e $rocessesinvolve' inac6uirin0+consumin0+ an'

'is$osin0 o/ 0oo's+services+e4$eriences+ an'i'eas.


4/21

"h* S%u'* Consumer

Behavior7

Foun'a%ion o/ Marke%in0

Mana0emen% (u)lic (olic* an' Consumer

Behavior

Al%ruis%ic Marke%in0 (ersonal alue


5/21

3hree Research(ers$ec%ives onConsumer Behavior 3he -ecision8Makin0 (ers$ec%ive

3he E4$erien%ial (ers$ec%ive

3he Behavioral !n9uence(ers$ec%ive


6/21

3he -ecision8Makin0

(ers$ec%ive . . .. . . $ro$oses %ha%)u*in0 resul%s /rom

consumers$erceivin0 %ha%%he* have a$ro)lem an' %hen

%he* move %hrou0ha series o/ ra%ionals%e$s %o solve %he$ro)lem

(ro)lem Reco0ni%ion

Search

Al%erna%iveEvalua%ion

Choice(os%ac6uis%ionEvalua%ion

Generic Decision

Model


7/21

3he E4$erien%ial

(ers$ec%ive.. . . $ro$oses %ha% insome ins%ances)u*in0 resul%s /rom

%he consumers nee'/or /un+ %o crea%e/an%asies+ o)%ainemo%ions+ an'

/eelin0s. Fre6uen%l* usesin%er$re%a%iveresearch me%ho's.


8/21

3he Behavioral!n9uence(ers$ec%ive . . .

. . . assumes %ha% s%ron0environmen%al /orces $ro$elconsumers %o make $urchases

wi%hou% necessaril* rs% 'evelo$in0s%ron0 /eelin0s or )elie/s a)ou% %he$ro'uc%.


9/21

E4chan0e (rocesses an'Consumer Behavior

E4chan0e is %he

$rocess %ha%involves %he;%rans/er o/some%hin0 %an0i)leor in%an0i)le+ ac%ualor s*m)olic+)e%ween %wo ormore social ac%ors.s o2er Each $ar%* mus% )elieve %ha% i% is

a$$ro$ria%e or 'esira)le %o 'eal wi%h %heo%her


11/21

Elemen%s o/ E4chan0e

Si4 3*$es o/ Resources AreE4chan0e':

?oo's

Service

Mone*

!n/orma%ion

S%a%us

Feelin0s


12/21

-imensions o/ E4chan0e

Rela%ions Four %*$es o/ consumer e4chan0e

rela%ions have )een i'en%ie':

Res%ric%e' versus Com$le4 E4chan0es

!n%ernal versus E4%ernal E4chan0es

Formal versus !n/ormal E4chan0es

Rela%ional versus -iscre%e


13/21

Rela%ional e4chan0e

Curren% ho% %o$ic in marke%in0 Charac%eris%ics

lon0 %erm

reci$rocal o)li0a%ions non8economic rewar's: marke% em)e''e'ness88

social %ies )e%ween )u*er an' seller increase$erceive' value o/ e4chan0e.

e4%ensive /ormal an' in/ormal communica%ions

hi0h in%er'e$en'ence $lannin0

Rela%ional e4chan0e $rac%ice' )e%weenmem)ers o/ marke%in0 channel.


14/21

Marke% Em)e''e'ness3he social %ies )e%ween )u*er an'

seller increase %he $erceive' value

o/ %he e4chan0e. E4am$les+ house $ar%ies o/:

3u$$erware

Mar* #a* Cosme%ics


15/21

E%hical !ssues inConsumer E4chan0e

Rela%ions E%hics is %he s%u'*

o/ %he norma%ive

=u'0men%sconcerne' wi%hwha% is morall*ri0h% an' wron0+0oo' an' )a'.

Free ri'in0:e4am$le o/ anune%hical ac%ion.


16/21

E%hical =u'0men%s 'eal wi%h serious human in=uries an' )ene%s

ma*+ or ma* no%+ )e lai' 'own )* au%hori%* overri'e sel/ in%eres%

are )ase' on im$ar%ial consi'era%ions E%hical 'ilemma: a 'ecision %ha% involves %he

%ra'e8o2 )e%ween lowerin0 ones $ersonal values ine4chan0e /or increase' or0ani5a%ional or $ersonal$ro%s.

E%hical e4chan0e )o%h $ar%ies know /ull na%ure o/ a0reemen% no%hin0 in%en%ionall* misre$resen%e' or omi%%e' no un'ue in9uence %akes $lace via $ower.


17/21

E%hical rules o/ %hum) ?ol'en rule: ac% in a wa* %ha% *ou

woul' e4$ec% o%hers %o ac% %owar' *ou. $ro/essional e%hic: %ake ac%ions %ha%

woul' )e viewe' as $ro$er )* anun)iase' $anel o/ collea0ues.

3 %es%: "oul' ! /eel com/or%a)lee4$lainin0 m* ac%ions on na%ional%elevision7

#an%s ca%e0orical im$era%ive: /ore0o

ac%s+ %ha% i/ use' as a universal$rinci$le o/ )ehavior+ woul' resul% inne0a%ive socie%al ou%comes.


18/21

An Or0ani5in0 Mo'el o/Consumer Behavior

3he mo'el has ve $rimar*

com$onen%s:

3he Bu*in0 Uni%

3he E4chan0e (rocess

3he Marke%ers S%ra%e0*

3he !n'ivi'ual !n9uencers

3he Environmen%


19/21

Bu*in0 uni% consumers+ rms+ 0overnmen%+ non8$ro%s+ e%c.

!n'ivi'ual in9uencers in/orma%ion $rocessin0 )ehavioral learnin0 mo%iva%ion an' $ersonali%* )elie/s+ a%%i%u'es an' )ehaviors communica%ions 'ecision makin0

Marke%er+ who 'evelo$s s%ra%e0*

marke%in0 mi4 se0men%a%ion an' $osi%ionin0 em$lo*s marke%in0 research %o un'ers%an'

consumers


20/21

Environmen%al Anal*sis:

%he marke%er assesses %he im$ac% o/ each o/%he )elow /ace%s o/ %he environmen% on %herm.

si%ua%ions 0rou$s an' /amilies cul%ure su)cul%ure cross cul%ural issues re0ula%or* environmen%


21/21

Mana0erial A$$lica%ions

Anal*sis @(ERMS Five /ac%ors %o consi'er when usin0

consumer )ehavior $rinci$les %o

'evelo$ mana0erial s%ra%e0* are: $osi%ionin0 an' 'i2eren%ia%ion environmen%al anal*sis marke%in0 research marke%in0 mi4 se0men%a%ion

1) introduction to consumer behaviour

Documents