CONSUMER BEHAVIOR

• The behavior that consumers display

in searching for, purchasing, using,
evaluating, and disposing of products
and services that they expect will
satisfy their needs.

CB INTRO 1
 CONSUMER BEHAVIOR
• 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.

CB INTRO 2
 CONSUMER BEHAVIOR
• Organizational Consumer
A business, government agency, or
other institution (profit or nonprofit)
that buys the goods, services, and/or
equipment necessary for the
organization to function.

CB INTRO 3
 CONSUMER BEHAVIOR
• The Marketing Concept
• Assumes that to be successful, a company
must determine the needs and wants of
specific target markets and deliver the
desired satisfactions better than the
competition
• Marketing objectives:
– Profits through customer satisfaction
CB INTRO 4
 CONSUMER BEHAVIOR
• The Marketing Concept
A consumer-oriented philosophy that
suggests that satisfaction of consumer
needs provides the focus for product
development and marketing strategy to
enable the firm to meet its own
organizational goals.
CB INTRO 5
 CONSUMER BEHAVIOR
• Implementing the Marketing
Concept
– Consumer Research
– Segmentation
– Targeting
– Positioning

CB INTRO 6
 CONSUMER BEHAVIOR
• Segmentation, Targeting, and
Positioning
– Segmentation: process of dividing the market
into subsets of consumers with common needs
or characteristics
– Targeting: selecting one ore more of the
segments to pursue
– Positioning: developing a distinct image for the
product in the mind of the consumer
CB INTRO 7
 CONSUMER BEHAVIOR
• Successful Positioning
– Communicating the benefits of the product,
rather than its features
– Communicating a Unique Selling
Proposition/ Unique Value Proposition for
the product

CB INTRO 8
 CONSUMER BEHAVIOR
• The Marketing Mix
– Product
– Price
– Place
– Promotion

CB INTRO 9
 External Influence
Sociocultural Environment
Firm’s Marketing Efforts 1. Family
1. Product 2. Informal sources
Input 2. Promotion 3. Other noncommercial
3. Price sources
4. Channels of distribution 4. Social class
Consumer Decision Making 5. Subculture and culture

Psychological Field
Need 1. Motivation
Recognition 2. Perception
3. Learning
Prepurchase 4. Personality
Process
Search 5. Attitudes
Evaluation of
Alternatives Experience

Purchase A Model of
Post-Decision
Behavior

1. Trial
2. Repeat purchase
Consumer
Output
Decision
Postpurchase Evaluation
CB INTRO Making 10