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
1-1
Consumer Behavior is a “Process”
CONSUMER’S MARKETER’S
PERSPECTIVE PERSPECTIVE
PREPURCHASE How does a consumer How are consumer
ISSUES decide about needing attitudes
a product? formed/changed?

PURCHASE Is product acquisition How do situational

ISSUES a stressful or pleasant factors affect
experience? purchase decision?

POSTPURCHASE Does product provide What determines

ISSUES pleasure or perform customer satisfaction
function? How is and repurchase?
product disposed of?
Figure 1.1 (Abridged) 1-2
 The Meaning
of Consumption
• People often buy products not for what
they do, but for what they mean
– Brands…
• …Convey image/personality
• …Define our place in modern society
• …Help us to form bonds with others who share
similar preferences

1-3
 Study of Consumer Behavior
• Interdisciplinary Influences
– Many different perspectives/fields
• Consumer Behavior Employers
– Universities, manufacturers, museums,
advertising agencies, and governments

1-4