1 INTRODUCTION TO

CONSUMER BEHAVIOR
LEARNING OBJECTIVES

● Understand the concept of consumer behavior

● Explain the importance of consumer behavior and
its impact on marketing
● Describe factors influence on consumer behavior
 CONTENTS

1 Consumer behavior concepts

2 Consumer behavior and Marketing strategy

3 Consumer behavior research

4 Factors influence on consumer behavior

 1
Consumer behavior
concepts
What is 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.”
Solomon, 2020
Stages in the Consumption Process
 2
Consumer behavior and
Marketing strategy
Consumer behavior and Marketing strategy

● Motivations to consume are complex and varied

● Marketers have to understand the wants and needs
of different consumer segments.
 Consumer behavior and Marketing strategy
● Segmenting Consumers:
Demographics
○ Age ○ Income

○ Gender ○ Race/ethnicity

○ Family structure ○ Geography

○ Social class ○ Lifestyles

 Consumer behavior and Marketing strategy
● Segmenting Consumers:
Behavior
○ Database Marketing

○ Relationship Marketing
 Consumer behavior and Marketing strategy
● Digital and Technology
○ B2C e-commerce

○ C2C e-commerce

○ Synchronous interactions

○ Asynchronous interactions
Discussion

● How has your daily life changed because of

social media?
● What does your virtual life look like?
Consumer behavior and
Marketing strategy

(Schiffman, 2019)
A Model of Consumer
Decision-Making
 Consumer behavior and Marketing strategy
● 4Ps
○ Product

○ Price

○ Place

○ Promotion
 3
CONSUMER BEHAVIOR
RESEARCH
 CONSUMER BEHAVIOR RESEARCH

Experimental Psychology: Social Psychology

product role in perception, Product role in the behavior
learning, and memory of individuals as members of
processes social groups

Microeconomics/ Sociology
Human Ecology Product role in social
Product role in allocation of institutions and group
individual or family relationships
resources
 CONSUMER BEHAVIOR RESEARCH

Methodology Approaches
● Quantitative ● Interview
● Qualitative ● Observation
● Mixed method ● Survey
● Experiment
● Ethnography
 4
Factors influence on
Consumer Behavior
 Factors influence on Consumer Behavior

Internal External
● Motivation ● Culture, Subculture
● Perception & Social Class
● Learning and memory ● Family, Group &
● Beliefs and attitudes Social media
● Age, gender & lifecycle ● Roles & Status
stages ● Occupation
● Personality, lifestyles and ● Economic situation
self-concept
 Factors influence on Consumer Behavior
Cultural Social Personal Psychological
Age, gender
& lifecycle Motivation
Family stages Perception
Culture Group Occupation Learning &
Subculture Social media Economic memory
Social Class Roles & situation Beliefs and
Status Personality attitudes
Lifestyles &
self-concept
 Do you have any questions?
linh.lth@ou.edu.vn

THANKS!