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Consumer Behavior-3

Introducing Consumer Behavior

Danny AbramovichMarketing Plan Specialist

1 .Management2 .Marketing

3 .Research4 .Segmentation

5 .Consumer Behavior-16 .Creativity

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Course Schedule Part 2

1. Management

2. Marketing

3. Research

4. Segmentation

5. Consumer Behavior

6. Creativity

part2

part3

3

Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

5. Consumer BehaviorMethodology

© Danny Abramovich

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5. CB Approaches & Orientations

Anthropology

History

Psychology

Sociology

Economics

Statistics

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity

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5. CB Approaches & Orientations

Anthropology History

Psychology

Sociology

Economics

Statistics

The study of peoplewithin and acrosscultures.

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5. CB Approaches & Orientations

Anthropology

History Psychology

Sociology

Economics

Statistics

Origins & developmentof behavior andtraditions.

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5. CB Approaches & Orientations

Anthropology

History

Psychology Sociology

Economics

Statistics

Study of humanthinking & behavior:personality, cognition(thinking) & perceptions.

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5. CB Approaches & Orientations

Anthropology

History

Psychology

Sociology Economics

Statistics

The scientific study ofhuman behavior insociety, including itsinfluences on consumption.

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5. CB Approaches & Orientations

Anthropology

History

Psychology

Sociology

Economics Statistics

Basic economic issues:current and futuresupply anddemand &consumption.

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5. CB Approaches & Orientations

ApproachDisciplinesPrimaryObjectives

PrimaryMethods

InterpretiveAnthropology& History

Understand consumption

Interviews & focus groups

TraditionalPsychology& Sociology

Explain decisions & behavior

Experiments & surveys

Marketing Science

Economics& Statistics

Predict decisions & behavior

Math-modeling & simulation

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5. CB Approaches & Orientations

ApproachDisciplinesPrimaryObjectives

PrimaryMethods

InterpretiveAnthropology& History

Understand consumption

Interviews & focus groups

TraditionalPsychology& Sociology

Explain decisions & behavior

Experiments & surveys

Marketing Science

Economics& Statistics

Predict decisions & behavior

Math-modeling & simulation

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5. CB References

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5. CB Definition

CONSUMER

BEHAVIOR

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5. CB Definition by DA

Consumer Behavior?

Buying Behavior is all about…

Being & Having!

Behaving = Being

Behaving = Having

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5. CB Definition

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5. CB Definition

Consumer

Behavior

How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.

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5. CB Definition

Information gatherer,Influencer, Decider,Purchaser, User

How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.

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5. CB Definition

Whether? What? Why? How?When? Where? How much?How often? How long?

How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.

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5. CB Definition, Summary

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5. CB Definition, Summary

Information gatherer,Influencer, Decider,Purchaser, User

Whether? What? Why? How?When? Where? How much?How often? How long?

CB is a dynamic process

CB can involve many people and decisions

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5. CB Is CB Important!

Consumer Behavior often

dictates marketing tactics.

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5. CB The DARKDARK Side

Shoplifting

Environmental waste

Addiction

Homelessness

Prostitution, etc.

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5. The A-B-C of CB

Cognition

Behavior

Affection

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5. The A-B-C of CB

Cognition - what consumers Think?

Affection - how consumers Feel?

Behavior - what consumers Do?

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5. Understanding CB Starts Here.

Cognitiont h i n k !

*Affection

f e e l !*

Behaviord o !

I

N

F

L

U

E

N

C

E

S

Example 1 out of 2

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5. Understanding CB Starts Here.

Cognitiont h i n k !

*Affection

f e e l !*

Behaviord o !

I

N

F

L

U

E

N

C

E

S

Example 2 out of 2

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5. What Affects CB?

Cognitiont h i n k !

*Affection

f e e l !*

Behaviord o !

HOWdo

we…?

I

N

F

L

U

E

N

C

E

S

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5. What Affects CB?

Cognition - what consumers Think?

Affection - how consumers Feel?

Behavior - what consumers Do?

Environmental events - the things and

places that influence and are influenced

by what consumers Think, Feel and Do.

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5. What Affects CB?

Environmental events - the things and

places that influence and are influenced by what consumers Think, Feel and Do…

pre-purchase during the purchase post-purchase!

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5. What Affects CB?

What Affects Consumer Behavior?

5.1 Psychological Core (Internal Process).

5.2 Decision Making Process.

5.3 Consumer’s Culture (External

Process).

5.4 Consumer Behavior Outcomes.5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5. What Affects CB?

Decision Making Process

Consumer Behavior Outcomes

Psychological Core Internal Process

Consumer’s CultureExternal Process

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

Psychological Core Internal Process

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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5.1 Psychological Core

5.1.1. Perceptions

5.1.2. Learning & Memory

5.1.3. Motivation and Values

5.1.4. Attitudes & Attitude Change

5.1.5. The Self

5.1 Psychological Core (Internal Process)5.2 Decision Making Process5.3 Consumer’s Culture (External Process)5.4 Consumer Behavior Outcomes

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Part Four out of Six