BMKT310 - Consumer Behavior

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Buying, Having, Being
CONSUMER BEHAVIOR
Buying, Having, and
Being, 11th ed.
Michael R. Solomon

Presented by:

Marwan Wahbi
DBA Candidate, MBA, PCIM, mCIM
Chartered Marketer
Copyright 2015 Pearson Education

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Chapter Objectives

1. Consumer behavior is a process.

2. Marketers need to understand the wants
and needs of different consumer
segments.

3. Our choices as consumers relate in

powerful ways to the rest of our lives.

4. Our motivations to consume are complex

and varied.
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Copyright - RHU - CBA - WAHBI

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BMKT310 - Consumer Behavior

Chapter Objectives (Cont.)

5. Technology and culture create a new

always on consumer.

6. Many different types of specialists study

consumer behavior.

7. There are differing perspectives regarding

how and what we should understand
about consumer behavior.

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Learning Objective 1

Consumer behavior is a process.

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BMKT310 - Consumer Behavior

What is Consumer Behavior?

Consumer behavior: the
study of the
processes involved
when individuals or
groups select,
purchase, use, or
dispose of products,
services, ideas, or
experiences to satisfy
needs and desires.
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Figure 1.1
Stages in the Consumption Process

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BMKT310 - Consumer Behavior

For Reflection

How do you decide that you need a

product?

What about a purchase makes it pleasant

or stressful for you?

When using the product, what determines

if the experience is pleasant?

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Learning Objective 2

Marketers have to
understand the wants
and needs of
different consumer
segments.

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1-8

BMKT310 - Consumer Behavior

Segmenting Consumers: Demographics

Demographics:
Age
Gender
Family structure
Social class/income
Race/ethnicity
Geography

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Redneck Bank Targets by Social Class

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BMKT310 - Consumer Behavior

Big Data

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Learning Objective 3

Our choices as consumers relate in

powerful ways to the rest of our lives.

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BMKT310 - Consumer Behavior

Popular Culture

Music
Movies
Sports
Books

Marketers influence
preferences for movie
and music heroes,
fashions, food, and
decorating choices.

Celebrities
Entertainment

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Consumer-Brand Relationships

Self-concept attachment
Nostalgic attachment
Interdependence
Love

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BMKT310 - Consumer Behavior

For Reflection

What kind of relationship do you have with

your car?

Do these feelings correspond to the types

of relationships consumers may develop
with products?

How do these relationships affect your

behavior?

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Learning Objective 4

Our motivations to consume are complex

and varied.

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1-16

BMKT310 - Consumer Behavior

Classifying Consumer Needs

Need for affiliation

Need for power
Need for uniqueness

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Figure 1.2 Maslows Hierarchy of Needs

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BMKT310 - Consumer Behavior

For Reflection

Which levels of the hierarchy do you

experience most often as a consumer?

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Learning Objective 5

Technology and culture create a new

always on consumer.

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BMKT310 - Consumer Behavior

Learning Objective 6

Many specialists study consumer behavior.

Disciplinary Focus

Product Role

Experimental Psychology Perception, learning, and memory processes

Clinical Psychology

Psychological adjustment

Human Ecology

Allocation of individual or family resources

Social Psychology

Behavior of individuals as members of social groups

Sociology

Social institutions and group relationships

Macroeconomics

Consumers relations with the marketplace

Demography

Measurable characteristics of a population

History

Societal changes over time

Cultural Anthropology

Societys beliefs and practices

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Figure 1.3 Disciplines in

Consumer Research
MICRO CONSUMER BEHAVIOR
(INDIVIDUAL FOCUS)

Consumer behavior
involves many different
disciplines

MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)
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Experimental Psych
Clinical Psychology
Developmental Psych
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology

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BMKT310 - Consumer Behavior

For Reflection

Pick two of the disciplines shown in Figure

1.3. How would their approaches to the
same marketing issue differ?

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Learning Objective 7

There are differing perspectives regarding

how and what we should understand
about consumer behavior:
Positivist approach
Interpretivist approach

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BMKT310 - Consumer Behavior

Table 1.2
Positivist versus Interpretivist Approaches
Assumptions

Positivist Approach

Interpretivist Approach

Nature of
reality

Objective, tangible
Single

Socially constructed
Multiple

Goal

Prediction

Understanding

Knowledge
generated

Time free
Context-independent

Time-bound
Contest dependent

View of
causality

Existence of real causes

Multiple, simultaneous
shaping events

Research
relationship

Separation between
researcher and subject

Interactive, cooperative
with researcher being
part of phenomenon
under study

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For Reflection

How do you think the two paradigms of

consumer research affect the choices
marketers make in targeting consumer
segments?

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BMKT310 - Consumer Behavior

For Review

1. Consumer behavior is a process.

2. Marketers need to understand the wants
and needs of different consumer
segments.

3. Our choices as consumers relate in

powerful ways to the rest of our lives.

4. Our motivations to consume are complex

and varied.
Copyright 2015 Pearson Education

1-27

For Review

5. Technology and culture create a new

always on consumer.

6. Many different types of specialists study

consumer behavior.

7. There are differing perspectives regarding

how and what we should understand
about consumer behavior.

Copyright 2015 Pearson Education

Copyright - RHU - CBA - WAHBI

1-28

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