Consumer Behavior INTRODUCTION CHAPTER I What is Consumer

Consumer Behavior INTRODUCTION CHAPTER I

What is Consumer Behavior? Consumer behavior reflects: The totality of decisions • • • Whether What Why How When Where How much How often How long about the consumption • Acquisition • Usage • Disposition of an offering • Products • Services • Experiences & Activities • Ideas by decisionmaking units • Informationgatherer • Influencer • Decider • Purchaser • User Marketing strategy & tactics Exhibit 1. 2: Hoyer & Mac. Innis (2007). Consumer Behavior. over time • • • Hours Days Weeks Months Years

Why Study Consumer Behavior? Marketers Impacts marketing strategies & tactics For effective & efficient market segmentation & targeting For meaningful product positioning To design well-grounded marketing mix decisions To design targeted & effective action plans Public policy makers Impacts people, society & culture To design codes of ethics & censor laws To guard consumers against misleading marketing activities To understand consumption from a socio-cultural perspective Everyone Impacts you the consumers To help you understand your own consumption habits To make well-judged brand decisions

Question: Do marketers really have the power to control people’s minds?

What Affects Consumer Behavior? Hoyer & Mac. Innis (2007). Consumer Behavior.

Division of Topics Module I The consumer’s psychological core (Pre-mid) Module II The process of making decisions Module III The consumer’s culture