Documente Academic
Documente Profesional
Documente Cultură
Consumer Behaviour
Roger D. Blackwell
Clare D’Souza
Mehdi Taghian
Paul Miniard
James Engel
Requests for permission to make copies of any part of the work
should be addressed to:
Thomson
Level 7, 80 Dorcas Street
South Melbourne Victoria
Australia 3206
Consumer behavior
Consumer Organisational
influences influences
Culture Brand
Ethnicity Product features
Personality Advertising
Family Word of mouth
Life-stage Promotions
Values Retail displays
Income Price
Available resources Quality
Attitudes Service
Opinions Store ambiance
Feelings Convenience
Motivations Loyalty programs
Past experiences Packaging
Peer groups Product availability
Knowledge
Obtaining Consuming Disposing
How you decide How you use the How you get rid of
you want to buy product remaining product
Where you buy Who uses the If you resell items
product yourself or
How you pay for through a
product How much you consignment
consume store
How you
transport How product How you recycle
product home compares with some products
expectations
Consumption analysis
Why and how people use products in
addition to why and how they buy
The marketing concept
The process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods and
services to create exchanges that
satisfy individual and organisational
objectives
Satisfaction with an exchange
depends on satisfaction with
consumption of product and the
exchange of money
Why Study Consumer Behavior?
Consumer Behavior Determines the
Economic Health of a Nation
Why study consumer behaviour?
Consumer behavior determines the
success of marketing programs
Marketing can be used to
influence brand choice and
purchase, while de-marketing
can influence people to stop
harmful consumption
Understanding
consumers’ issues or
problems and
developing methods
to reach and educate
consumers
Studying consumer behaviour
helps formulate public policy
Government Protection
Understanding and Education
consumers’
needs to
formulate public
policy and
predicting
behavioral
changes that
follow
Protection from
Competitive Markets
Consumer behaviour affects
personal policy
A person’s economic
quality of life is
determined by personal
policy
Evolution of consumer behavior
Supply chain:
all the organisations involved in taking a
product from inception to final consumption
- Manufacturers
- Wholesalers
- Retailers
- Facilitating organisations
The Consumer Is
Sovereign
The Consumer Is Global
Consumers Are Different;
Consumers Are Alike
The Consumer Has
Rights
Consumer Bill of Rights