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1
st
Week
Introduction to Consumer
Behavior
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Definition of Consumer Behavior
Not only the study of how a person buys products.
But, reflects the totality of consumers decisions
with respect to the acquisition, consumption, and
disposition of goods, services, activities,
experiences, people, and ideas by (human)
decision-making units [over time]
This definition has some very important elements,
summarized in Exhibit 1.1.



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Exhibit 1.1
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Consumer Behavior Involves More Than
Buying
Acquiring. Buying represents one type of
acquisition behavior. Acquisition includes other
ways of obtaining goods and services, such as
leasing, trading, and sharing. It also involves
decisions about time as well as money.
Using. After consumers acquire an offering, they
use it, which is why usage is at the very core of
consumer behavior.

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Personal Consumer
The individual who buys goods and
services for his or her own use, for
household use, for the use of a family
member, or for a friend.
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Consumer Behavior Involves More Than
Buying
Disposing. Disposition, how consumers get rid of
an offering they have previously acquired, can
have important implications for marketers.

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What Affect Consumer Behavior?
the psychological core,
the process of making decisions,
the consumers culture, and
consumer behavior outcomes.


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1-9
Firms Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial
sources
4. Social class
5. Subculture and culture
Output
Process
Input
E
x
t
e
r
n
a
l

I
n
f
l
u
e
n
c
e

Postpurchase Evaluation
Purchase
1. Trial
2. Repeat purchase
Need
Recognition

Prepurchase
Search

Evaluation of
Alternatives
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Figure 1-1:
A Model of
Consumer
Decision
Making