MKTG 3202

Consumer Behavior

Chapter 1: Consumer Behavior

& Consumer Research

Dr. Hamed M. Shamma

 Evolution of the Marketing
Concept
 Production Concept (D>S)
 Sales Concept (D<S)
 Marketing Concept (D=S)

“Set of activities needed to provide products that satisfy

customers needs and also allow the organization to achieve its
goals”
 Marketing Mix Elements
 Product

 Price

 Promotion

 Place (Distribution)
 Relationship Marketing

“Long-term, mutually beneficial arrangements in which

both the buyer and the seller focus on value
enhancement through the creation of more satisfying
exchanges”
Consumer Buying Decision Process
 What is Consumer Behavior?

“Those activities directly involved in obtaining, consuming, and

disposing of products and services”
 Consumer Organizational
Influences Influences

Obtaining Consuming Disposing

Consumer Behavior
 Obtaining

 How you decide you want to buy

 Products you consider buying
 Where you buy
 How you pay for product
 How you transport product home
 Consuming

 How you use product

 How you store the product in your home
 Who uses the product
 How much you consume
 How product compares with expectations
 Disposing

 How you get rid of remaining product

 How much you throw away after use
 If you resell items yourself or through a consignment store
 How you recycle products
 Consumer Influences
 PSYCHOGRAPHIC  DEMOGRAPHIC/CULTURAL
 Personality  Culture
 Values  Ethnicity
 Lifestyle  Income
 Attitudes, Interests,  Age
Opinions  Gender
 Motivations  Available Resources
 Knowledge/Past Experiences
 Family
 Peer Groups
 Feelings
 Organizational Influences

 BRAND  PROMOTIONS
 Image  Advertising
 Loyalty Programs  Word of Mouth
 PRODUCT  Incentives
 Features  DISTRIBUTION
 Quality  Product Availability
 Service  Retail Displays
 Packaging  Store Ambiance
 PRICE
 Why Study Consumer Behavior?

 Consumer behavior determines the economic health of a

nation
 Consumer behavior determines the success of marketing
programs
 Consumer behavior determines the economic health of
everyone
 Consumer behavior helps formulate public policy
 Consumer behavior affects personal policy
 Evolution of Consumer Behavior

 Manufacturing Orientation

 Selling Orientation

 Marketing Orientation

 Consumer Orientation
 Consumer Orientation

 Beyond a marketing focus

 Alliances between supply chain members to focus on the
needs of consumers
 Shared information
 Common consumer-oriented goal
 Consumer Research Methods

 Qualitative Methods (mostly exploratory)

 Observation
 Interviews
 Focus Groups
 Longitudinal Studies

 Quantitative Methods (generalizable)

 Surveys
 Experimentation
 The Consumer Decision Process
Need
Recognition
Exposure Internal
Search Search
Environmental
M Influences
Attention
e
Stimuli m Pre-Purchase
o Eval. of Alt.
Comprehension r
y Purchase
Individual
Acceptance Differences
Consumption

Retention Post-Purchase
Evaluation
External Dissatisfaction Satisfaction
Search Divestment
 Careers in Marketing
Market Consumer
Research Research

Brand Marketing
Management Advertising
Strategy

Direct Public
Marketing Relations