solomon cb10 ppt01

8/17/2019 Solomon Cb10 Ppt01

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Chapter 1

Buying, Having, Being

1-1Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

CONSUMER

BEHAVIOR, 10eMichael R S!l!"!n


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Chapter O#$ective%

When you finish this chapter, you shouldunderstand why:

1. Consumers use products to help themdefine their identities in different settings.

2. Consumer behavior is a process.

3. Mareters need to understand the wantsand needs of different consumersegments.

1&'Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


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1&(Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Chapter O#$ective% )c!ntinue*+

!. "he Web is changing consumer behavior.#. Consumer behavior relates to other

issues in our lives.

$. Many different types of specialists studyconsumer behavior.

%. "here are two ma&or perspectives thatsee to understand and study consumerbehavior.


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1&Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

-earning O#$ective 1

• Consumers use productsto help them define theiridentities


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C!n%u"er I*entity a% an Ai* t! Mar.eter%

• Consumers segmented by demographicsand psychographics

• Consumers understood in part based on

their consumption communities andreference groups

• 'rands target consumers using maret

segmentation strategies

• Consumers may choose brands thatmatch with their own identities

1&/Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


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1&Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

hat i% C!n%u"er Behavi!r2

Consumer behavior: thestudy of the

processes involvedwhen individuals or

groups select,purchase, use, or

dispose of products,

services, ideas, ore(periences to satisfyneeds and desires.


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3!r Re4lecti!n

• )o your consumption choices differdepending upon the role you are playingat the time*

• +ive e(amples from your own life.

• ow do your choices as a consumer differdepending upon whether you are in the

role of student, child, employee, and soon*

1&5Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


8/331&6Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

-earning O#$ective '

• Consumer behavior is a process.


9/331&7Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

3igure 11

Stage% in the C!n%u"pti!n 8r!ce%%


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3!r Re4lecti!n

• "hining about the three stages in theconsumption process, what issues do youconsider in each stage when you are

maing important decisions*



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-earning O#$ective (

• Mareters need tounderstand thewants and needs of

different consumersegments.


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1&1'Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Seg"enting C!n%u"er%9 :e"!graphic%

)emographics:• -ge

• +ender

• amily structure

• /ocial class0income

• ace0ethnicity

• +eography


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1&1(Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Re*nec. Ban. ;arget% #y S!cial Cla%%


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8!pular Culture

• Music• Movies

• /ports

• 'oos

• Celebrities

• ntertainment

Mareters influencepreferences for movieand music heroes,

fashions, food, anddecorating choices.


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C!n%u"er&Bran* Relati!n%hip%

• /elfconcept attachment

• 4ostalgic attachment

• 5nterdependence

• 6ove

1&1/ Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


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3!r Re4lecti!n

• What ind of relationship do you have withyour car*

• )o these feelings correspond to the types

of relationships consumers may developwith products*

• ow do these relationships affect your

behavior*



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-earning O#$ective

• "he Web is changing consumer behavior.


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S!cial Me*ia

• /ocial media are the online means ofcommunication, conveyance,

collaboration, and cultivation amonginterconnected and interdependentnetwors of people, communities, andorgani7ations enhanced by technological

capabilities and mobility.



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3!r Re4lecti!n

• )id you now• 5f you were paid 81 for every time an

article was posted on Wiipedia, you9d

earn 81#$.230hour*• ;< of companies use 6ined5n as their

primary recruiting tool*

• More than 1.# billion pieces of contentare shared on aceboo daily*



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1&'0Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

-earning O#$ective /

• =ur beliefs and actions as consumersstrongly connect to other issues in ourlives.


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Mar.eting Ethic% an* 8u#lic 8!licy

• 'usiness ethics are rules of conduct thatguide actions in the maretplace

• "here are cultural differences in what is

considered ethical.


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1&''Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

:! Mar.eter% Create Arti4icial Nee*%2

• 4eed: a basic

biological motive

• Want: one way that

society has taught usthat the need can besatisfied

O#$ective !4 "ar.eting9 create a


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1&'(Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Are A*verti%ing > Mar.eting Nece%%ary2

)oes advertising foster materialism*

• >roducts are designed to meet e(istingneeds?

• -dvertising only helps to communicatetheir availability


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:! Mar.eter% 8r!"i%e Miracle%2

• -dvertisers simplydo not nowenough about

people tomanipulate them


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1&'/Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

8u#lic 8!licy > C!n%u"eri%"

Concern for the welfare of consumers

:epart"ent !4 Agriculture 3e*eral ;ra*e C!""i%%i!n

3!!* an* :rug

A*"ini%trati!n

Securitie% an* E=change

C!""i%%i!n

Envir!n"ental 8r!tecti!n

Agency


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3!r Re4lecti!n

-dvertisers are often blamed for promotinga materialistic society by maing theirproducts as desirable as possible.

• )o you agree with this*• 5f yes, is materialism a bad thing*

• 5f no, what are your reasons*


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-earning O#$ective

Many specialists study consumer behavior.:i%ciplinary 3!cu% 8r!*uct R!le

E=peri"ental 8%ych!l!gy 8ercepti!n, learning, an* "e"!ry pr!ce%%e%

Clinical 8%ych!l!gy 8%ych!l!gical a*$u%t"ent

Hu"an Ec!l!gy All!cati!n !4 in*ivi*ual !r 4a"ily re%!urce%

S!cial 8%ych!l!gy Behavi!r !4 in*ivi*ual% a% "e"#er% !4 %!cial gr!up%

S!ci!l!gy S!cial in%tituti!n% an* gr!up relati!n%hip%

Macr!ec!n!"ic% C!n%u"er%? relati!n%


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E=peri"ental 8%ych

Clinical 8%ych!l!gy

:evel!p"ental 8%ych

Hu"an Ec!l!gy

Micr!ec!n!"ic%

S!cial 8%ych!l!gy

S!ci!l!gyMacr!ec!n!"ic%

Se"i!tic%@-iterary Critici%"

:e"!graphy

Hi%t!ry

Cultural Anthr!p!l!gy

3igure 1' :i%cipline% in

C!n%u"er Re%earch

MICRO CONSUMER BEHAVIOR

)IN:IVI:UA- 3OCUS+

MACRO CONSUMER

BEHAVIOR

)SOCIA- 3OCUS+

C!n%u"er #ehavi!r

inv!lve% "any *i44erent

*i%cipline%


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3!r Re4lecti!n

• >ic two of the disciplines shown in igure1.2. ow would their approaches to thesame mareting issue differ*



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-earning O#$ective 5

• "here are two ma&or perspectives onconsumer behavior:

• >ositivist approach

• 5nterpretivist approach

1&(0Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


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1&(1Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

;a#le 1(

8!%itivi%t ver%u% Interpretivi%t Appr!ache%

A%%u"pti!n% 8!%itivi%t Appr!ach Interpretivi%t Appr!ach

Nature !4reality

O#$ective, tangi#leSingle

S!cially c!n%tructe*Multiple

!al 8re*icti!n Un*er%tan*ing

n!


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3!r Re4lecti!n

• ow do you thin the two paradigms ofconsumer research affect the choicesmareters mae in targeting consumer

segments*

1&('Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall


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1 ((C i ht © 2013 P Ed ti I bli hi P ti H ll

Chapter Su""ary

•

Consumer behavior is a process.• Consumer use products and brands to

define their identity to others.

• Consumers from different segments havedifferent needs and wants.

• Consumer behavior benefits from several

fields.

• "here are two ma&or perspectives guidingour study of consumer behavior.

solomon cb10 ppt01

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