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Introduction to
Consumer Behavior
ByDr. Kevin Lance Jones
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Intro to Consumer Behavior
Consumer behavior--what is it?
Applications Consumer Behavior
and Strategy Elements of strategy Consumer Analysis
Consumer behavioroutcomes
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One Definition
Consumer behavior : the studyof individuals, groups, ororganizations and the processesthey use to select, secure, use,and dispose of products, services,experiences, or ideas to satisfyneeds and the impacts that theseprocesses have on the consumerand society.
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Orientations in the Study ofConsumer Behavior
Anthropology Economics
History andgeography Psychology Sociology
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Anthropology
The study of peoplewithin and acrosscultures
Emphasis on cross-cultural differences
Questioning ofassumptions within ownculture
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Economics
Basic economic issues Supply and demand Rational decision making Perfect information
Emphasis on predictingbehavior
Complications in real life Behavioral economics
e.g., mental accounting
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History and Geography
Origins of behavior,perspectives, andtraditions
Impact of geography onindividuals
Isolation Language development Climate
Geographic determinism
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Psychology
Study of human thinkingand behavior
Some issues Personality Personal development Cognition (thinking),
perception Attention and its limitations Learning e.g., acquired
tastes
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Marketing Strategy andConsumer Behavior
MARKET
ANALYSIS
MARKETING
STRATEGY
MARKET
SEGMENTATION
CONSUMER
DECISION
PROCESSES
OUTCOMES
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Market Analysis Components
Consumers Firms Competitors Conditions
(environment)
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Market Segmentation
Product-relatedneed sets
Segments:customers withsimilar needs andresponses
Segment description Segment selection
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Elements in Marketing Strategy
Product Communications Price Distribution
Service
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Outcomes
Firm Product
position/perception Sales Customer
satisfaction Individual
Need satisfaction Injurious
consumption
Society Economic Physical
environment Social welfare
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W h y We Bu y : Some Issues
Questions academics answer relatively well:Whether, how, why?
Questions academics answer less well: How much? Which effect is stronger?
What if ?
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W h y We Bu y Issues
Conversion and interception rates The Transition Zone
Thinking like a consumer who is in theshopping setting ! A note on exam questions from the text: You
need to have read the book to be able toanswer! (The answers are not obvious.)
