Chapter1

Introduction to Consumer Behaviour

CONSUMER BEHAVIOR

Yosra Missaoui

1
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1-Who is the consumer ?
Anyone who buys goods and services for his own use

Any 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 and
not for manufacturing or resale is
called a consumer.

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What Is Consumer
Behaviour ?
the study of behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of products

Consumer behaviour is the study of

behaviour that consumers display in
searching for, purchasing, using,
evaluating, and disposing of products
and services that they expect will
satisfy their needs , including
the consumer's emotional, mental
and behavioural responses that
precede or follow these activities.

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What Is Consumer
Behaviour ?
The set of mental and physical activities undertaken by consumers
to acquire and to consume products in order to fulfill their needs and
wants .
Mental activities : are acts of the mind , and
they relate to what we think , feel and know
about the products. (examples : searching
about the products , comparing , remembering ,
even dreaming about the product)

Physical activities : acts of the human body

and they relate to what we do physically to
acquire and to consume the products :
examples : visiting stores , shopping, testing ,
consumption , touching, smelling , tasting …
Why study consumer behaviour?

Team work and reading activity :

First team work : Read the article in LMS and

answer the question : Why marketers need
to study the consumer behavior ?

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Why study consumer
behaviour?
Understanding consumer behaviour will help marketers to :

Understand, predict or
Select the right Positioning
forecast the consumer
for the products
buying behavior

Segment markets effectively
Develop an appropriate
marketing mix , fix the right
price ,design the right
product , distribution and
promotion

Improve the customer

Understand how consumers
satisfaction and customer
react to marketing efforts the
value (business
company might use
performance )

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Why study consumer
behaviour?

The customer’s behavior should

always guide a firm’s marketing
efforts. In fact, all marketing
decisions are based on
assumptions about consumer
behavior — whether those
assumptions are correct or not
Why study consumer
behaviour?
In non-profit organizations

• Public service initiatives have to be based on

an understanding of consumer behaviour
• Most government initiatives (e.g., Absher)
need a knowledge of consumer behaviour
to succeed

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The development of the Marketing Concept and
the focus on consumer behavior

How the consumer behavior is related to The development of the

Marketing Concept?

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The Production
Concept
Cheap, efficient production
Intensive distribution
Market expansion

Assumes that consumers

are interested primarily in
product availability at low
prices

Marketing objectives:
Cheap, efficient production
Intensive distribution
Market expansion

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The Product Concept

Assumes that consumers will buy

the product that offers them the
highest quality, the best
performance, and the most
features
Marketing objectives: The problem : Tendency toward
Quality improvement Marketing Myopia
Addition of features Examples : Nokia , blackberry

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The Selling Concept

Assumes that
consumers are
Marketing objectives: Lack of concern for
unlikely to buy a
customer needs and
product unless they Sell, sell, sell satisfaction
are aggressively
persuaded to do so

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What’s the difference between
selling and marketing concept ?

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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

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The Societal Marketing
Concept
http://www.marketingprofs.com/charts/2011/6
170/customers-demanding-corporate-respon
sibility
All companies prosper when society
prospers.
Companies, as well as individuals, would be
better off if social responsibility was an
integral component of every marketing
decision.
Requires all marketers adhere to
principles of social responsibility

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Digital Revolution in the ‫لى شر"اء المنتجات‬
Marketplace

 Allows customization of products,

services, and promotional messages like
never before
 Enhances relationships with customers
more effectively and efficiently
 Has increased the power of customers
and given them access to more
information

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17
 The exchange between
consumers and marketers
has become more
interactive
May affect the way
marketing is done

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Digital revolution and
customers
According to the research:
https://www.delltechnologies.com/en-us/blog/digital-transformation/

52% of business leaders have experienced significant

disruption in their industries over the past three years
as a result of digital technologies and the Internet of
Everything

48% of global businesses don’t know what their

industry will look like in three years’ time

78% of Businesses Feel Threatened by Digital Start-up

s

This level of uncertainty can be dangerous to an

organization’s ability to keep pace with an industrial
revolution that’s, so far, proven itself to be “as ruthless
as its predecessors.”
Changes brought on by
the digital revolution

Changes in segmentation strategies

Re-evaluation of promotional budgets
reduced impact of television?
More internet-based promotion?
Integrated marketing becomes critical
Using
Revamping distribution systems
Direct distribution becomes more of an option
Pricing methods may need to be re-evaluated
Comparison shopping made easier
Consumer research methods may change
Co-creation and personalization ( case of Nike ID )
How do you measure web-based promotions?
off-line promotions to drive consumers to company’s
website (and vice-a-versa)

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Digital content consumption is on the rise
and consumers have already established
expectations and preferences

Consumers Spend More Than A Quarter

Of The Day Engaging With Digital Content
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Factors influencing the
consumer behaviours

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Copyright © 2020 Missaoui Yosra YU university
Thank you