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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#$ective%
When you finish this chapter, you shouldunderstand why:
1. Consumers use products to help themdefine their identities in different settings.
2. Consumer behavior is a process.
3. Mareters need to understand the wantsand needs of different consumersegments.
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1&(Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter O#$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
8/17/2019 Solomon Cb10 Ppt01
8/331&6Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
-earning O#$ective '
• Consumer behavior is a process.
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9/331&7Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
3igure 11
Stage% in the C!n%u"pti!n 8r!ce%%
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3!r Re4lecti!n
• "hining about the three stages in theconsumption process, what issues do youconsider in each stage when you are
maing important decisions*
1&10Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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1&11Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
-earning O#$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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1&1Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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
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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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1&15Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
-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#$ective /
• =ur beliefs and actions as consumersstrongly connect to other issues in ourlives.
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1&'1Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Mar.eting Ethic% an* 8u#lic 8!licy
• 'usiness ethics are rules of conduct thatguide actions in the maretplace
• "here are cultural differences in what is
considered ethical.
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1&''Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
:! Mar.eter% Create Arti4icial Nee*%2
• 4eed: a basic
biological motive
• Want: one way that
society has taught usthat the need can besatisfied
O#$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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1&'Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
:! 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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1&'Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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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1&'5Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
-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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1&'6Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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#$ective 5
• "here are two ma&or perspectives onconsumer behavior:
• >ositivist approach
• 5nterpretivist approach
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1&(1Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
;a#le 1(
8!%itivi%t ver%u% Interpretivi%t Appr!ache%
A%%u"pti!n% 8!%itivi%t Appr!ach Interpretivi%t Appr!ach
Nature !4reality
O#$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*
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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.