Professional Documents
Culture Documents
Introduction to
Consumer Behavior
and Marketing
Strategy
McGraw-Hill/Irwin Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
Three Elements for Marketing Strategy
1-2
Introduction
1-3
Introduction (cont.)
1-5
What is Consumer Behavior?
1-6
What is Consumer Behavior? (cont.)
1-7
Consumer Behavior is Dynamic
1-8
Consumer Behavior Involves Interactions
1-9
Consumer Behavior Involves Exchanges
1-10
Exhibit 1.1 - Approaches to the Study of
Consumer Behavior
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Major Approaches to Studying Consumer
Behavior
Interpretive
Based on theories and methods from cultural
anthropology.
Objective is to understand consumption and its
meanings.
Methods of study involve:
Long interviews
Focus groups
1-12
Major Approaches to Studying Consumer
Behavior (cont.)
Traditional
Based on theories and methods from cognitive, social,
and behavioral psychology, and sociology.
Objective is to develop theories and methods to
explain consumer decision making and behavior.
Methods of study involve:
Experiments
Surveys
1-13
Major Approaches to Studying Consumer
Behavior (cont.)
Marketing science
Based on theories and methods from economics and
statistics.
Objective is to develop and test mathematical models
to predict the impact of marketing strategies on
consumer choice and behavior.
This method of study has become popular in the
consumer packaged goods industry since it can handle
large scanner data sets.
1-14
Exhibit 1.2 - Relationship Among Action-
Oriented Groups in Consumer Behavior
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Uses of Consumer Behavior Research
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Uses of Consumer Behavior Research (cont.)
Consumers
Includes consumers and organizational buyers who
exchange resources for various goods and services.
Interest in making exchanges that help them achieve their
goals and the understanding of their own behavior.
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Consumer Behavior’s Role in Marketing
Strategy
Marketing strategy
Design, implementation, and control of a plan to
influence exchanges to achieve organizational
objectives.
In consumer markets, these are designed to:
Increase chances of favorable thoughts and feelings of
particular products, services and brands among consumers.
Increase chances of trial and purchase.
1-18
Consumer Behavior’s Role in Marketing
Strategy (cont.)
Marketing strategy
Developed by manufacturers, retail stores, catalog
retailers, e-tailers and other direct marketers to:
Increase chances of favorable thoughts and feelings among
consumers about purchasing from them.
Increase chances of actual purchase.
Developed by companies that make funds available
for purchase to:
Increase chances of usage of services offered by
consumers.
1-19
Consumer Behavior’s Role in Marketing
Strategy (cont.)
Marketing strategies involve developing and
presenting marketing stimuli directed at selected
target markets to influence:
What they think?
How they feel?
What they do?
Essence of marketing strategy is to understand
markets, develop and implement superior
strategies to attract and hold them profitably.
1-20
Consumer Behavior’s Role in Marketing
Strategy (cont.)
Powerful force on consumers and society at large
The power of marketing and the ability of consumer
research and analysis to yield insight into consumer
behavior should not be discounted or misused.
1-21
Exhibit 1.3 - Marketing Strategy Queries Consumer
Behavior Research Can Help Answer
1-22
Exhibit 1.3 - Marketing Strategy Queries Consumer
Behavior Research Can Help Answer
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Summary