Download - 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.)