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  • 7/28/2019 DIET TIPS&TRICKS

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 1

    Intro to Consumer Behavior

    Consumer behavior--what is it?

    ApplicationsConsumer Behaviorand Strategy

    Elements of strategyConsumer Analysis

    Consumer behavioroutcomes

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 2

    One Definition

    Consumer behavior : thestudy of individuals, groups, or

    organizations and the processesthey use to select, secure, use,and dispose of products, services,experiences, or ideas to satisfy

    needs and the impacts that theseprocesses have on the consumerand society.

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 3

    Applications of Consumer Behavior

    Marketing StrategyRegulatory (Public)

    PolicySocial MarketingPersonal ConsumerSkills

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 4

    Orientations in the Study of Consumer Behavior

    AnthropologyEconomics

    History andgeographyPsychology

    Sociology

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 5

    Anthropology

    The study of peoplewithin and acrossculturesEmphasis on cross-cultural differencesQuestioning of assumptions withinown culture

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 6

    Economics

    Basic economic issuesSupply and demandRational decision making

    Perfect informationEmphasis on predictingbehaviorComplications in real life

    Behavioral economics e.g., mental accounting

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 7

    History and Geography

    Origins of behavior,perspectives, andtraditions

    Impact of geography onindividuals

    IsolationLanguage development

    ClimateGeographic determinism

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 8

    Psychology

    Study of humanthinking and behavior

    Some issuesPersonalityPersonal developmentCognition (thinking),

    perception Attention and itslimitations Learning e.g.,

    acquired tastes

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 9

    Sociology

    Cultural andinterpersonalinfluences onconsumption e.g.,

    Fads, fashionsDiffusion of innovation

    Popular culture

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 10

    Marketing Strategy andConsumer Behavior

    MARKETANALYSIS

    MARKETINGSTRATEGY

    MARKETSEGMENTATION

    CONSUMER DECISION

    PROCESSES

    OUTCOMES

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 11

    Market AnalysisComponents

    ConsumersFirms

    CompetitorsConditions(environment)

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 12

    Market Segmentation(covered in more detail later)

    Product-related needsets

    Segments:customers withsimilar needs andresponses

    Segment descriptionSegment selection

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 13

    Elements in MarketingStrategy

    ProductCommunications

    PriceDistributionService

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 14

    Outcomes

    FirmProductposition/perceptionSalesCustomer satisfaction

    Individual

    Need satisfactionInjurious consumption

    SocietyEconomic

    Physical environmentSocial welfare

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 15

    The Nature of Consumer Behavior

    External InfluencesInternal Influences

    Self-ConceptSituationsExperiences andacquisitions

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 16

    Why We Buy : Some Issues

    Questions academics relatively well:Whether, how, why?

    Questions academics answer less well:How much?Which effect is stronger?

    What if?

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    MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 17

    Why We Buy Issues

    Conversion and interception rates The Transition Zone

    Thinking like a consumer who is in the shopping setting ! A note on exam questions from the text:

    You need to have read the book to beable to answer! (The answers are not obvious.)