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INTRODUCTION TO
CONSUMER BEHAVIOR
Syed Muhammad Fahim
Consumer Behavior
Humor
A girl was shopping at the local
supermarket where she selected:
A half-gallon of 2% milk,
A carton of eggs,
A quart of orange juice,
A head of romaine lettuce,
A 2 lb. can of coffee, and,
A 1 lb. package of chicken.
Customer Behavior.flv
Recommended Books
1. Evans, Martin, Consumer Behavior,
John Willey & Sons Inc. (2006)
2. Solomon, Michael, R., Consumer
Behavior: Buying, Having and Being
3. Schiffman & Kanuk, Consumer
Behavior
Syllabus
Chapter#1
1.1 Definition
1.2 Application of the understanding of
consumer Behavior
Chapter#2 Market
Segmentation
2.1 Marketing Mix
2.2 Demographic Segmentation
2.3 Geographic Segmentation
2.4 Benefit Segmentation
2.5 Usage Segmentation
2.6 psycho graphic Segmentation
2.7 Product Positioning
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Chapter#3 Consumer
Motivation
3.1 The influence of Need
3.2 Need Theories
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11
Chapter#5Attitude and
Consumer Behavior
5.1 Nature of Consumer Attitudes
5.2 Role of Attitudes in Developing
Marketing Strategy
5.3 Relationship between beliefs,
attitudes and behavior
12
Chapter#6 Consumer
Decision Making
6.1 Problem recognition
6.2 Information Search and Evaluation
6.3 Purchase process
6.4 Post purchase behavior
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14
15
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Answer
1.Consumers have more power than before
2. Consumers have more access to the
information than before
3. Marketers can offer more services and
products than before
4. Exchange has become more interactive
and instantaneous
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Consumer Decision-Making
Process
Need
Need Recognition
Recognition
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological
Psychological
Factors
Factors
affect
affect
all
all steps
steps
Information
Information Search
Search
Evaluation
Evaluation
of
ofAlternatives
Alternatives
Purchase
Purchase
Postpurchase
Postpurchase
Behavior
Behavior
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Consumer BehaviorDefinition
Consumer behaviour is the study of
when, why, how, and where people do
or do not buy a product (wikipedia)
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Consumer Behaviordefinition
consumer behavior is the process
whereby individuals decide whether
what, when, where, how and from whom
to purchase goods or services. (Walter
and Paul )
Consumer behavior consists of the acts
of individuals obtaining and using goods
and service, including the decision
processes that proceed and determine
these acts. (Kurtz and Boone )
20
Definition
Consumer behavior
reflects all decisions about
the acquisition,
consumption and disposal
of an offering by people
over time.
Needs vs Wants.flv
21
Implications of our
Definition
Whether?
What?
Why?
How?
When?
Where?
How much?
How often?
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Implications of Our
Definition, cont.
An offering can be
product
service
idea
activity
23
GOODS
PLACES
SERVICES
EXPERIENCES
EVENTS
PERSONS
PROPERTIES
INFORMATION
ORGANIZATIONS
IDEAS
24
Implications of Our
Definition, cont.
Consumer behavior
may involve several people (decision making
units)
is dynamic (changes over time)
25
Groups Interested in
Consumer Behavior Issues
Marketing Managers
Consumers
Regulators and
public policy makers
Ethicists
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