1 Copyright 2015 Pearson Education Inc publishing as Prentice Hall CONSUMER BEHAVIOR 11e Michael R Solomon Chapter Objectives Consumer behavior is a process Marketers need to understand the wants and needs of different consumer segments ID: 643956
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1Buying, Having, Being
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Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
CONSUMER BEHAVIOR, 11eMichael R. SolomonSlide2
Chapter Objectives
Consumer behavior is a process.Marketers need to understand the wants and needs of different consumer segments.
Our choices as consumers relate in powerful ways to the rest of our lives.
Our motivations to consume are complex and varied. 1-2
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Chapter Objectives (Cont.)
Technology and culture create a new “always on” consumer.Many different types of specialists study consumer behavior.There are differing perspectives regarding how and what we should understand about consumer behavior.Slide4
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Learning Objective 1
Consumer behavior is a process.Slide5
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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.Slide6
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Figure 1.1 Stages in the Consumption ProcessSlide7
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. Slide9
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Segmenting Consumers: Demographics
Demographics: Age Gender Family structure Social class/income
Race/ethnicity
GeographySlide10
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Redneck Bank Targets by Social ClassSlide11
Big Data
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Learning Objective 3
Our choices as consumers relate in powerful ways to the rest of our lives.Slide13
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Popular Culture
MusicMoviesSportsBooksCelebritiesEntertainmentMarketers influence preferences for movie and music heroes, fashions, food, and decorating choices.Slide14
Consumer-Brand Relationships
Self-concept attachmentNostalgic attachmentInterdependenceLove
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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.Slide17
Classifying Consumer Needs
Need for affiliationNeed for powerNeed for uniqueness
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Figure 1.2 Maslow’s Hierarchy of Needs
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For Reflection
Which levels of the hierarchy do you experience most often as a consumer?1-
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Learning Objective 5
Technology and culture create a new “always on” consumer.1-
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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
Society’s beliefs and practicesSlide22
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Experimental Psych
Clinical PsychologyDevelopmental PsychHuman EcologyMicroeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
Figure 1.3 Disciplines in
Consumer Research
MICRO CONSUMER BEHAVIOR
(INDIVIDUAL FOCUS)
MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)
Consumer behavior
involves many different
disciplinesSlide23
For Reflection
Pick two of the disciplines shown in Figure 1.3. How would their approaches to the same marketing issue differ?1-
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Learning Objective 7
There are differing perspectives regarding how and what we should understand about consumer behavior:Positivist approachInterpretivist approach
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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 studySlide26
For Reflection
How do you think the two paradigms of consumer research affect the choices marketers make in targeting consumer segments?1-
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Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallSlide27
For Review
Consumer behavior is a process.Marketers need to understand the wants and needs of different consumer segments.
Our choices as consumers relate in powerful ways to the rest of our lives.
Our motivations to consume are complex and varied. 1-27Copyright © 2015 Pearson Education, Inc. publishing as Prentice HallSlide28
For Review
Technology and culture create a new “always on” consumer.Many different types of specialists study consumer behavior.
There are differing perspectives regarding how and what we should understand about consumer behavior.
1-28Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall