•Learning Outcomes:

CONSUMER Describe key terms, concepts, and theories of consumer behavior

BEHAVIOR
HOW DO YOU USE A COMPUTER WRITE ANY
THREE USES
CONSUMER
BEHAVIOR
DEFINITION
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Buying,e

Explain about consumer behavior in your own

words
DEFINI
Consumer behavior defined as the study of the
consumption process(using) of individual or groups that

TION includes consumer's need arousal, search for, evaluation,

selection, use and disposal of product or service to satisfy

OF expected needs or goals (Schiffman & Wisenblit, 2015)

Consumer behavior also studies how emotions, attitudes,

CONSU preferences and learning influence consumer buying

MER
behavior.

According to Solomon (2013), " It is the study of the

BEHAVI process involved when individuals or groups select,

purchase, use, or dispose of products, services, ideas, or
OUR experiences to satisfy needs and desires" (Solomon, p. 31).
VIDEO https://www.youtube.com/watch?v=60eRK7AwgwM
https://www.youtube.com/watch?v=gtfPU6nTa9k
DEFINITION OF CONSUMER
BEHAVIOR TERMS

Customer Consumer Client

Consumer
Consumptio
Exchange Decision
n Process
Process 
WHAT ARE THREE BENEFITS YOU EXPECT FROM
MOBILE PHONE CAR
Types of Consumptions:
 Both personal and organizational consumptions have one
common feature which is behaving as end-users. (final user)

Personal Consumption(buy not to sell)

 Individual consumer buys goods and services for their personal TYPES
uses or merely consumes without purchases! For instance, a
stubborn child wants an expensive batman's car shape bed, but OF
the father does not have enough cash for this purchase. In this
situation, the father is a customer while the child is a consumer. CONSU
Organizational Consumption: MER
 based on the functions, organizations are generally divided into
two main categories; profit (company doing business for earning
BEHAVI
profit or money) and non-profit (company doing business not for
earning profit or money); factories, hotels, banks whereas non-
OR
profit, government agencies, institutions (schools, prisons and
hospitals). To keep organizations up and running services, goods
and equipment are needed. 
 Microeconomic Perspective: 

objectives (Khan & Martin, 2006)

 Helping a firm or organization to achieve its

 Consumer behavior has emerged as a strategic solution (long term)to

THE modern business problems (Khan & Martin, 2006).

 Consumer behavior analysis and its application offers abundant benefit (many) to the
IMPORTAN organizations, in terms of better sales, profitability, customer satisfaction and reduced cost

CE OF (Khan & Martin, 2006).

 To achieve this end result, it requires, redefining of core businesses (change according to
STUDYING customer preference), designing and integrating business processes,(develop new
CONSUMER functions) implementing and monitoring program's by focusing on the consumer (Khan &
Martin, 2006).
BEHAVIOR  https://www.youtube.com/watch?v=XOwPgq4z8dQ
TO  https://www.youtube.com/watch?v=F5vtCRFRAK0
MARKETER  To understand the likes and dislikes of the consumer, extensive consumer research

S studies are being conducted. These researches try to find out:

1.MICROECONOMIC PERSPECTIVE
2. MACROECONOM IC
 What the consumer thinks of the company’s products and those of its competitors? 
PERSPECTIVE
 How can the product be improved in their opinion? 
 How the customers use the product? 
 What is the customer’s attitude towards the product and its advertising? 
 What is the role of the customer in his family?
Write any three points about the IPHONE and Toshiba laptop
 Microeconomic perspective( collect information about consumer)
To understand consumer buying behaviour:
 Recognize and forecast purchasing behaviour of the consumers
THE (Tyagi & Kumar,2004)
IMPORTAN  Why do consumers purchase what or which product they are
CE OF purchasING (Tyagi &Kumar, 2004)
STUDYING  How, where and when they purchase it should be answered (Tyagi
CONSUME & Kumar, 2004)

R  To overcome online store challenges of creating and retaining

customers
BEHAVIOU  By understanding consumer behaviour while using technology
R TO such as websites or applications accordingly utilize and build a
MARKETE piece of technology by which predicts and designed for
RS influencing consumers arousal to what he/she sees and uses (Eyal,
2016)
 To comprehend the factors impact consumer buying behaviour 
 Macroeconomic Perspective: 
Impact on Socioeconomic setups of a society:
 Popular culture consists of music, movies, sports, celebrities and books
THE which are mainly associated with the entertainment industry and
produced and consumed by the mass market. Consumer behaviour plays
IMPORTAN a vital role in shaping popular culture and consumers' preferences
CE OF (Solomon, 2019).
STUDYING
CONSUME  Understanding consumer behaviour by private sectors generates demand
R in the economy, in returns, it reflects on a country overall economic
BEHAVIOU indicators (e.g., GDP, consumer confidence index, a price index).

R TO  Within society, consumers collectively impact on socio-economic

MARKETE conditions due to demand-driven forces. Since the consumers are the
RS centre of the socio-economic equation, therefore by default, consumer
behaviour research becomes a necessary tool used by marketers for
understanding customers' needs and ways for satisfying them (Khan &
Martin, 2006, p5-6).   
POPULAR CULTURE AND APPLICATION
OF CONSUMER BEHAVIOR IN
CHANGING CONSUMER BEHAVIOR
The following video is part of omani
popular culture is aiming to change consumers behavior by persuading them to stay a
t home during the quarantine.

https://www.youtube.com/watch?v=sgnwBzJRUjU
DEFINITION OF CONSUMER
MOTIVATION
Motivation: means arousal (feeling)or urges(attract) make a person to act
(action) on desired goals. (Reber et al., 2009)
In the marketing sense, the desired goals are the needs to be satisfied.
Therefore, as marketers, we are tasked to explore consumers' needs and
how they exist (Solomon, 2019) such as hunger, thirst...etc.
Need creates psychological or physical tension, which in return, consumer
strive for elimination (Schiffman and Wisenblit, 2019 & Solomon, 2013). 
MODELS OF THINKING ABOUT THE CONSUMER
Gordon and Valentine highlighted seven models of thinking about the consumer from
the Second World War to the twenty first century:
1 The marginalised consumer. This approach held sway in the seller’s market in the
postwar years, where sellers produced goods and services without consulting consumers.
(demand high supply less)
2 The statistical consumer. This approach was dominant during the buyer’s market of the
1950s, where positivist research methods were used to determine what consumers
wanted. However, the consumer was prowled objectively in averages and facts—the
‘what’ and ‘how many’. (to know demand)
3 The secretive consumer. This approach evolved in the 1960s, when researchers
focused on the ‘why’ of consumers’ hidden motivations(reason consumers buy product).
This era of motivational research led to interpretivist research techniques borrowed from
psychology and psychoanalysis. Researchers in the 1970s through the 1980s also
leveraged the disciplines of science, sociology and social anthropology to understand the
consumer as a social being Researchers included research approaches such as brain
science, cultural analysis, ethnography and semiotics. (effect of culture on purchase)
4 The sophisticated consumer. Under this approach, the
consumer was seen to be consuming advertising and
experiences (feedback)as well as goods and services.
Marketers consulted sophisticated and aware consumers on
marketing activities.
5 The satellite consumer. During the 1970s and 1980s,
marketers developed a brand centric model to pull
consumers to brands—brand repertoire, brand positioning,
brand equity and brand personality. The brand was
considered a planet while the consumer was regarded as a
moon drawn towards the planet. (attracting customers to
buy brand)
6 The multi-headed consumer. This model of thinking
considered the different ‘need states’ of the consumer,
depending on the context of the environment, the situation,
external factors and emotional needs. The consumer has
repertoire behaviour or multiwants; for example,.during
summer people in Oman prefer juice and during winter
people prefer tea or coffee (need and preference)
7 The mutable consumer. The twenty-first-century
consumer is described as a thinking person who
dynamically constructs multiple identities continually over
time and space. Hence, a consumer could play the role of a
cook or Santa Claus in different situations; or be a family
member, ‘couch potato’ and internet surfer on other
occasions. These are ever-changing ‘moments of identity’.
(advanced and use internet and choose products)
Explain consumer behavior models with examples of
changes taken place
INTRODUCTION TO
CONSUMER BEHAVIOR
THEORIES
Introduction Marketers use theories in explaining how
consumers behave. Some of the theories they use are
based on economic principles or marketers’ own
experiences(opinion), known as traditional theories(old);
others are based on different disciplines(fact) of social
sciences, known as modern or contemporary
theories(new). The use of theories help marketers better
understand what makes consumers s they do so(behavior
of consumer)
ABOUT TRADITIONAL AND
MODERN THEORIES OF
CONSUMER BEHAVIOR:
The traditional theorists would believe that consumers behave mechanistically. Their
views about consumers may be compared with that of the economic philosophers’
views. Economists developed quite a few principles explaining consumer behavior.
One of the principles of economics says that as consumers’ incomes increase they
buy more(increase) items for use or consumption. The other principle says that, if
supply of an item falls(decrease), consumers will go for buying that item in larger
(more)quantities meaning increase of demand. The traditional theorists explaining
consumer behavior fully accept these economic principles and believed that
consumers behave in compliance with economic principles.
Explain traditional theories with the help of an example
S PERSON INCOME EXPENCES REMARK
.
N
o
1 A STUDENTS 0 100 -100

2 B 50 100 -50

3 C 100 100 0

D 120 120 0

E 200 150 50

F 500 200 300

 DIFFICULT IN LESS RICE SUPPLY IN JUNE MONTH DUE TO PROBLEM IN
TRANSPORTATION

S.NO MONTH QUANTITY OF

RICE
JAN 50 KG
FEB 50
MARCH 50
APRIL 50
MAY 100 +50
JUNE
The modern or contemporary theories (new)in opposition to traditional theories are
neither based on economic principles nor on the intuitions of marketers. They are rather
based on the findings of different disciplines of social and behavioral sciences. Since
consumer behavior is considered as an interdisciplinary field of study today, theories
explaining consumer behavior are also based on such disciplines from which consumer
behavior borrows. Consumer is described as the most complex(difficult) and
unpredictable creature(not aware) in this earth. He is again a social element interacting
with different groups belonging to a particular culture. Moreover, he himself is an
identity. Because of this multidimensional aspects, his behavior at times is rational, and
other times highly irrational and unpredictable. His mind also changes very often
changing his behavior
The modern or contemporary theories can deal very successfully with the volatile,
unpredictable, and irrational aspects of consumer behavior. These theories based on
social and behavioral sciences though not as precise as the theories of physical or
natural sciences, but they can explain the uncertain behavior, unaccountable change of
mind, and unreasonable behavior of people more accurately than the old theories
 solution

MODELS PROBLE
OF NEED disturb
CONSUMER
M
Search and choose purchase
Satisfied/not satisfied

MOTIVATIO
N PROCESS Laptop,in Dell,appl
Corona Toshiba, Satisfied/not satisfied

ternet e ,toshiba loan

Study
Online(NEE
D)

Take the example of any product of your choice and

explain the motivational process
YOU HAVE THE PROBLEN TO COME TO
COLLEGE
Take the example of any product of your choice and explain the motivational process
YOU HAVE THE PROBLEN TO COME TO COLLEGE
 CONSUMER MOTIVATION
Needs: "is a basic biological motive" (Solomon,2013, p.46).
 Innate Needs are the physiological need such as thirst, hunger, air, shelter...etc (for body and
living or necessary ) while
 Acquired Needs (show or status)are the learnt needs through culture and environment such as
prestige, recognition, self-actualization, self-esteem...etc. For example, the need for shelter makes
a consumer looks for a house, due to the variation of subjective psychological experiences, one
may choose different design and location. The innate need is a primary while the acquired is
secondary.
Goals: "the end toward which effort is directed" (aim)(Merriam-webster.com, 2019). Goals
are divided into generic and specific (Solomon, 2013); the need for quenching thirst is a
generic goal while choosing a specific brand of drink; for example, a coke is considered a
specific goal. Driving consumer to choose mountain Dew over water is one of the aims of
marketers.   
generic goal (basic and low cost product) specific (special brand)
CONSUMER MOTIVATION
Positive(like and purchase) and Negative (don’t like and don’t purchase)motivation and
Conflicts:
 Motivation resembles as forces; either moving toward the same directions or the opposite
directions. In other words, consumers' either purchase or avoid purchasing consequences;
a positive motivational force makes consumer becomes attracted to a product while the
negative one makes consumers avoid the purchase consequences. However, when the
motivational forces move opposite directions, it creates conflicts(not able to make
decision and confused) within consumer choices; which one to choose/buy?
 https://www.youtube.com/watch?v=wEY1hHpIN1I

 EXPLAIN TYPES OF MOTIVATION WITH EXAMPLES

 RATIONAL VS EMOTIONAL MOTIVES:
(MOTIVES=REASON TO BUY)(IT IS
THE STEP IN EVALUATION OR
COMPARISON)
Rational decisions: A purchasing decision is made objectively for which the consumer relies
on facts, figures,(number ex.warrenty,car seating,speed of car) products performance, and
other factual based information to carry out the decision (Solomon, 2013)
Task:
 Task compare between BMW 750li 2020 model Vs. Mercedes Benz E320 2003 model in
terms of features.(compare Iphone 14 with Samsung s -22 WITH ANY TWO RATIONAL
AND EMOTIONAL MOTIVES ) 

 Make a rational decision, which one's features are better than the other? 
EMOTIONAL MOTIVES:
Subjective evaluation of available options before making a purchase decision;
beauty, fashionable, aesthetic, comfort, meaning...etc. (FEELINGS)
Task:
 Task compare between Porche Carriera 911 2019 model Vs. Toyota Corolla, 2020
model in terms design, comfort and self actualization.

 Which cars makes you feel more emotional and attracted to?
VIDEO https://www.youtube.com/watch?v=wEY1hHpIN1I
CONSUMER MOTIVATION
RESEARCH(QUALITATIVE)
Metaphor Analysis: Metaphor is part of speech used to describe (explain)person, objects, action or
situation in a creative manner so readers or listeners can easily comprehend the concept. For example,
"hope is the thing with feathers". Metaphor is not just a matter of language but also a thought and
reasoning processing structure of mind (Bolognesi and Bicisecchi, 2013, pp.4-22) & (Lakoff, 1992).
Since most of the psychological triggers or archetypes, including motives, are part of the subconscious
mind (Klosowski, 2012), therefore, metaphor analysis is employed to capture respondents' subconscious
mind thoughts, motives, and other psychological triggers or archetype to which a respondent is not aware
of them (Campbell, 2017).(future)  information in detail about your opinion

Storytelling: Similarly, storytelling pertained to the subconscious mind triggers or archetypes which do

not surface smoothly (Woodside, 2010). Therefore, by using storytelling technique, the subject tells a
story in which researchers extract and build meaningful concept on consumer pleasures and happiness by
using brands (Woodside, 2010).(customer is asked about the product and brands in the form of situation
or story and the tell their experience and feedback
customer is asked about the product and brands in the form
of situation or story and the tell their experience and feedback
Metaphor Analysis: Metaphor is part of speech used to describe (explain)person,
objects, action or situation in a creative manner so readers or listeners can easily
comprehend the concept. For example, "hope is the thing with feathers". Metaphor is
not just a matter of language but also a thought and reasoning processing structure of
mind (Bolognesi and Bicisecchi, 2013, pp.4-22) & (Lakoff, 1992). Since most of the
psychological triggers or archetypes, including motives, are part of the subconscious
mind (Klosowski, 2012), therefore, metaphor analysis is employed to capture
respondents' subconscious mind thoughts, motives, and other psychological triggers
or archetype to which a respondent is not aware of them (Campbell, 2017).(future) 
information in detail about your opinion
CONSUMER MOTIVATION
RESEARCH
Word Association and sentence completion: the subject is given one word and followed by asking to say the first
word comes in his/her mind. The subject should be quick and fast in his/her response. The technique is useful in
understanding emotional involvement to specific brands (Solomon, 2013). (what you like and what is in top of
your mind)

Thematic Apperception Technique: "In the TAT, test subjects are shown four to six ambiguous pictures and are
asked to write answers to four questions about the pictures. These questions are: (1) What is happening? (2)
What has led up to this situation? (3) What is being thought? (4) What will happen? Each answer is then
analysed for references to certain needs and scored whenever that need is mentioned. The theory behind the test
is that people will freely project their own subconscious needs to the stimulus. By getting their responses to the
picture, you are really getting at the person’s true needs for achievement or affiliation or whatever other need
may be dominant. Murray believed that everyone has the same basic set of needs, but that individuals differ in
their priority ranking of these needs." (Solomon, Bamossy, Askegaard & Hogg, 2019)(opinion will be known by
showing picture)
BIBLIOGRAPHY:
CAMPBELL, GINA. “Subconscious.” Mining Your Metaphors, 21 Mar. 2017, www.miningyourmetaphors.com/tag/subconscious/. Accessed 14 Sept. 2020.
Duhigg, Charles. Power of Habit : Why We Do What We Do in Life and Business. New York, Random House Trade Paperbacks, 2014.
Lobasenko, Valeriia. “Consumer Behavior towards Innovative Products : Which Methodologies for Which Values?” 28 Aug. 2017.
Matin. Consumer Behaviour and Advertising Management, New Age International Ltd, 2006. ProQuest Ebook Central, 
https://ebookcentral.proquest.com/lib/momp/detail.action?docID=418811.
Merriam-webster.com. (2019). Definition of GOAL. [online] Available at: https://www.merriam-webster.com/dictionary/goal.
Nir Eyal (2016). Hooked : how to build habit-forming products. Norwick: Penguin Books.
Poem Analysis. “Metaphor Definition | Figurative Language.” Poem Analysis, 1 Jan. 2020, poemanalysis.com/glossary/metaphor/. Accessed 14 Sept. 2020.
ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/momp/detail.action?docID=418811.
(“Psych 200 Unit 10 Module 1”)
Reber, Arthur S, et al. The Penguin Dictionary of Psychology. London, Penguin Books, 2009.
Schiffman Leon G., Wisenblit Joseph L. (2015), “Technology-Driven Consumer Behavior” Consumer Behavior, p. (30-51)
‌Schiffman, Leon G, and Joseph Wisenblit. Consumer Behavior. Upper Saddle River, New Jersey Pearson Education, 2019.
Solomon, Michael R. Consumer Behaviour: Buying, Having, Being. Melbourne Pearson Australia, 2013.
Solomon, Michael R, et al. Consumer Behaviour : A European Perspective. New York, Pearson, 2019.
Tyagi, C.L. and Arun Kumar (2004). Consumer behaviour. New Delhi: Atlantic.
Woodside, Arch G. “Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue.” Psychology and Marketing, vol. 27, no. 6, June
2010, pp. 531–540, 10.1002/mar.20342. Accessed 2 Dec. 2019.
“‫السيد السيستاني يجيب على سؤال بشأن شبكة نتفليكس‬.” Http://Arabicradio.Net | 12 ,‫ اذاعة طهران العربية‬Sept. 2020, arabicradio.net/news/67972. Accessed 12 Sept. 2020.