01

Buying, Having,
and Being
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Learning Objectives 01
It is important to understand why:
• Consumers use products to help define their
identities in different settings
• Consumer behavior is a process
• Marketers need to understand the importance of
studying the wants and needs of different
consumer segments
• The Internet is affecting consumer behavior
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Learning Objectives 01
• Consumers’ beliefs and actions connect to other
issues in life
• Many types of specialists study consumer
behavior
• There are two major perspectives on consumer
behavior
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Identities
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OBJECTIVE:

Peers affect consumers
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Brands seek loyalty
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What is
Consumer
Behavior
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?
Consumer Behavior
is a Process
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OBJECTIVE:

Consumers
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Consumers
Marketing
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Segmentation

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OBJECTIVE:

Age

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Demographics
Gender

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Family

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Income

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Ethnicity

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Geography

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Lifestyle

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Relationship
marketing

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Database
marketing

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Popular culture

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Music
Movies
Sports
Books
Celebrities
Entertainment
Meaning of consumption

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Role
theory

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Product Relationships
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Self-Concept attachment
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Nostalgic attachment
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Interdependence
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Love
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Global Consumer
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Digital
Consumer
OBJECTIVE:

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Social Media
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Ethics and Public Policy
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Connections
to Life Issues
OBJECTIVE:

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Consumer Privacy
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Create Needs,
Wants?
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Social Marketing
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Green Marketing
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Interdisciplinary
OBJECTIVE:

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Positivistic
Research
OBJECTIVE:

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Interpretive
Research
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2013 Pearson Education, Inc.
Publishing as Prentice Hall