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Consumer Behavior and Consumer Research
Consumer Behavior and Consumer Research
What Is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
ObtainingObtaining ConsumingConsuming DisposingDisposing
ConsumerConsumerInfluencesInfluences
OrganizationalOrganizationalInfluencesInfluences
Consumer Behavior
Consumer Consumer InfluencesInfluences
Organizational Organizational InfluencesInfluences
Consumer Consumer InfluencesInfluences
Organizational Organizational InfluencesInfluences
Culture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsFeelingsMotivationsPast ExperiencesPeer GroupsKnowledge
BrandProduct FeaturesAdvertisingWord of MouthPromotionsRetail DisplaysPriceQualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability
ObtainingObtaining ConsumingConsuming DisposingDisposing
ConsumerConsumerInfluencesInfluences
OrganizationalOrganizationalInfluencesInfluences
Consumer Behavior
ObtainingObtaining ConsumingConsuming DisposingDisposing
ObtainingObtaining ConsumingConsuming DisposingDisposing
•How you decide you want to buy
•Other products you consider buying
•Where you buy
•How you pay for product
•How you transport product home
•How you use the product
•How you store the product in your home
•Who uses the product
•How much you consume
•How product compares with expectations
•How you get rid of remaining product
•How much you throw away after use
•If you resell items yourself or through a consignment store
•How you recycle some products
OBTAINING•How you decide you want to buy
•Other products you consider buying
•Where you buy •How you pay for product•How you transport
product home
CONSUMING•How you use the product•How you store the product
in your home•Who uses the product •How much you consume•How product compares with expectations
DISPOSING•How you get rid of
remaining product•How much you throw away after use
•If you resell items yourself
or through a consignment store
•How you recycle some products
CONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledge
ORGANIZATIONAL INFLUENCESBrand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability
Consumer Behavior
What Is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
A field of study that focuses on consumer activities
What Is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
A field of study that focuses on consumer activities
Scope goes beyond just why and how people buy to include consumption analysis
Consumption AnalysisWhy and how people use products in addition to why and how they buy
The Marketing ConceptThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
The Marketing ConceptThe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
Satisfaction with an exchangedepends on satisfaction with consumption of product and the exchange of money
Why Study Consumer Behavior?
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of a Nation
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of a Nation
Consumer Behavior Determines the Success of Marketing Programs
Why Study Consumer Behavior?
Consumer Behavior Determines the Success of Marketing Programs
Marketing can be used to influence brand choice and purchase, while Demarketingcan influence people to stop harmful consumption
“The Customer is King”Organization influenced by consumer needs and wants
Why Study Consumer Behavior?
Consumer Behavior Determines the Success of Marketing Programs
Organizations that are Customer-centric use a total marketing approach to focus their resources on satisfying customers
MarketingProcess of transforming or changing an organization to have what people will buy
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of a Nation
Consumer Behavior Determines the Success of Marketing Programs
Consumer Behavior Determines the Economic Health of Everyone
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of Everyone
The individual’s decisions as a consumer determine their economic health by making more effective consumption decisions while avoiding deceptive practices harmful to them
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of Everyone
Public policy leaders and social commentators study consumer behavior to alleviate overconsumption and underconsumption by educating consumers about problems and providing assistance
Educating Consumers About Crises
Understanding consumers’ issues or problems and developing methods to reach and educate consumers
Educating Consumers About Health
Understanding consumers’ issues or problems and developing methods to reach and educate consumers
Educating Consumers About Health
Why Study Consumer Behavior?
Consumer Behavior Determines the Economic Health of a Nation
Consumer Behavior Determines the Success of Marketing Programs
Consumer Behavior Determines the Economic Health of Everyone
Consumer Behavior Helps Formulate Public Policy
Understanding consumers’ needs to formulate public policy and predicting behavioral changes that follow
Helps Formulate Public Policy
Interest rates
Warning
labels
EconomicsSocial Welfare Family
Planning
Government
Regulations
Government Protection and Education
Protection from Competitive Markets
Why Study Consumer Behavior?
Consumer Behavior Affects Personal Policy
Why Study Consumer Behavior?
Consumer Behavior Affects Personal Policy
Personal policy includes how you behave towards others and in buying situations, your values and beliefs, and how you live your life
A person’s economic quality of life is determined by personal policy
Evolution of ConsumerBehavior
Evolution of ConsumerBehavior
Supply Chain:all the organizations involved in taking a product from inception to final consumption
- Manufacturers- Wholesalers- Retailers- Facilitating Organizations
Evolution of ConsumerBehavior
Supply Chain:all the organizations involved in taking a product from inception to final consumption
- Manufacturers- Wholesalers- Retailers- Facilitating Organizations
Consumers’ Increased Influence on Business
Evolution of ConsumerBehavior
Wholesaler Manufacturer Retailer Consumer
SellingOrientation
MarketingOrientation
ManufacturingOrientation
ConsumerOrientation
Evolution of ConsumerBehavior
Wholesaler Manufacturer Retailer Consumer
SellingOrientation
MarketingOrientation
ManufacturingOrientation
ConsumerOrientation
Consumers’ Increasing Influence
Manufacturing Orientation
Evolution of ConsumerBehavior
Manufacturing Orientation
Selling Orientation
Evolution of ConsumerBehavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
Evolution of ConsumerBehavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
- Motivation research
- Positivism
- Postmodernism
Evolution of ConsumerBehavior
Evolution of ConsumerBehavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
Consumer Orientation
ConsumerOrientation
Beyond a marketing focus
How all organizations in a demand chain adapt to changing consumer lifestyles and behaviors bringing product design, logistics, manufacturing, and retailing together
Role of consumers in shaping many aspects of life—society, government, social programs, health cares, and other areas
Consumer Research: Methods of Studying Consumer Behavior
Consumer Research MethodsObservation
Consumer Research MethodsObservationObserving consumer behaviors in different situations such as natural or artificial settings
Consumer Research MethodsObservationIn-home observation: examining how and when consumers use and consume products in their households
Shadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviors
Physiological methods: Techniques borrowed from medicine, psychology and other sciences including cameras to measure eye movement, galvanic skin response, and MRI
Consumer Research MethodsInterviews and Surveys
Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)
Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)
Focus Groups: a group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest
Consumer Research MethodsInterviews and SurveysSurveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires)
Focus Groups: a group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest
Longitudinal Studies: repeated measures of activities over time to determine changes in opinions, buying, and consumption behaviors
Consumer Research MethodsExperimentationMeasuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables
- Laboratory experiment- Field experiment
Consumer Research MethodsExperimentation
Consumer Research MethodsExperimentationAttempts to understand cause-and-effect relationships by carefully manipulating independent variables to determine how these changes affect dependent variables
- Laboratory experiment- Field experiment
Independent variables might include number of advertisements and package design
Dependent variables might include purchase intent or behavior
Consumer Research MethodsConsumption Research
Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people use products and services rather than how they buy them
Understanding How Consumers Use Products
Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people use products and services rather than how they buy them
May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors
Consumer Research MethodsConsumption Research Builds on the three primary research methods to examine how people use products and services rather than how they buy them
May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors
May identify new uses for existing products or new product to satisfy unmet or changing consumer needs
The Underlying Principles of Consumer Behavior
The Consumer Is Sovereign
The Underlying Principles of Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
The Underlying Principles of Consumer Behavior
The Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different; Consumers Are Alike
The Underlying Principles of ConsumerBehaviorThe Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different; Consumers Are Alike
The Consumer Has Rights
Challenges for the Future
Gathering and interpreting information that organizations need to meet changing needs of consumers
Developing effective consumer research methods to capture changes in trends and lifestyles
Understanding consumer behavior from a broader perspective as an important part of life
