study n research cb

7/30/2019 Study n Research CB

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Consumer Behaviour

Text: Consumer Behaviour, Hoyer andMcInnis, Houghton-Mifflin

Instructor: S.Victor AnandkumarSchool of Management

Pondicherry University


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Consumer Behaviour for Marketing

Decisions

Some definitions for consumer behaviour

Consumer Behaviouris the decision process and physical activity

individuals engage in when evaluating, acquiring, using ordisposing of goods and services(Loudon and Della Bitta)

Consumer Behaviourreflects the totality of consumers decisions with

respect to the acquisition, usage and disposition of goods,

services, time and ideas by (human) decision makingunits (over time)(Jacob Jacoby)


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A blow up of the definition

Consumer Behaviour reflects:

thetotality aboutthe ofan bydecisionoverofdecisionconsumptionofferingmakingunitstime

Whether

What

Why

How

When

WhereHow much/How often/How long

Acquisition

Usage

Disposition

Products

Services

Time

Ideas

Informationgatherer

Influencer

Decider

Purchaser

User

Hours

Days

Weeks

Months

Years

MarketingstrategiesandTactics


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Interdisciplinary Influences

Experimental Psychology

Clinical Psychology

Human Ecology

Microeconomics

Social Psychology

Sociology

Macroeconomics

Semiotics/Literary CriticismDemography

History

Cultural Anthropology

Individual Focus

Social Focus


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Interdisciplinary Research issues

Starting with Micro Consumer Behaviour (Individual focus)

Experimental Psychology: Product role in perception, learningand memory process

Clinical Psychology: Product role in psychological adjustment Microeconomics/Human ecology: Product role in allocation

of individual or family resources

Social Psychology: Product role in the behaviour of individuals

as members of social groups Sociology: Product role in social institutions and group

relationships contd./-


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Interdisciplinary Research issues

Contd./-

Macroeconomics: Product role in consumers relationswith the marketplace

Semiotics/Literary Criticism: Product role in the verbal

and visual communication of meaning Demography: Product role in the measurable

characteristics of a population

History: Product role in societal changes over time

Cultural anthropology: Product role in societys beliefsand practices

ending with Macro Consumer Behaviour (Social focus)


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How is Consumer Behaviour studied?Positivist Vs. Interpretivist approaches

Differences Positivism Interpretivism

Purpose Prediction of Understandingconsumer actions consumption practices

Methodology Quantitative Qualitative

AssumptionsNature of reality Objective Socially constructed

Tangible, Single Multiple

Knowledge generated Time free Time boundContext independent Context dependent

View of causality Existence of identifiable, real causes Multiple, simultneous shaping events;

Cause and effect cannot be isolatedResearch relationship Separation between researcher Interactive, cooperative with

and subject researcher being part ofphenomenon under study

Generalizability Yes Often not


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Three research perspectives on

Consumer Behaviour

The Decision Making perspective

Views the consumer as a rational, decision maker moving

through a series of steps when making a purchase

The Experiential perspective Views the consumer as someone who buys on impulses also

and hence not always a rational, decision maker

The Behavioural Influence perspective

Views the consumer as propelled by circumstances created

by strong environmental forces to make a purchase without

necessarily developing strong feelings for the product


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Why study Consumer Behaviour?

(Micro) Marketing Implications Marketing Concept/Consumer Primacy

Market Segmentation, Targeting and Positioning (S-T-P)

Influencing Product/Service Choices

(Macro) Societal Implications

Understanding Popular Culture--e.g., Jackie Chan, Nike Understanding Consumer Culture around the World--e.g., Christmas as a

Global Holiday

How does Marketing Affect Consumers?--e.g., Happiness, Envy,Materialism

Why Else? An Increasingly Significant Part of Human Behaviour

Understanding Our Own Consumption


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What are we going to do?

CB and Solving Managerial Problems a 3-step process

1. Gather information and identify theproblem/opportunity

2. Identify the relevant consumer behavior concepts andhow they apply to the problem

3. Develop a managerial strategy by identifying the

managerial implications of each consumer concept.

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