Module 1

Buying, Having, Being

CONSUMER
BEHAVIOR, 11e
Michael R. Solomon

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-1

 Consumer behavior
• https://www.youtube.com/watch?v=GOHv
Mz7dl2A

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-2

 Chapter Objectives
1. Consumer behavior is a process.
2. Marketers need to understand the wants
and needs of different consumer
segments.
3. Our choices as consumers relate in powerful
ways to the rest of our lives.
4. Our motivations to consume are complex and
varied.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-3

 Chapter Objectives (Cont.)
5. Technology and culture create a new
“always on” consumer.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-4

 Learning Objective 1
• Consumer behavior is a process.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-5

 What is Consumer Behavior?

Consumer behavior: the

study of the
processes involved
when individuals or
groups select,
purchase, use, or
dispose of products,
services, ideas, or
experiences to satisfy
needs and desires.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-6

 The Zero Moment of Truth
https://youtu.be/g40rrWBx2ok

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-7

 Figure 1.1
Stages in the Consumption Process

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-8

 Learning Objective 2
• Marketers have to
understand the wants
and needs of
different consumer
segments.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-9

 Sony playing catch-up with Apple iPod
Sony walkman:
• https://youtu.be/xOTfzZCyCmo

The new Sony walkman S Series

• https://
www.youtube.com/watch?v=qxoHY5_R04
U

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-10

 Segmenting Consumers: Demographics
Demographics:
• Age
• Gender
• Family structure
• Social class/income
• Race/ethnicity
• Geography

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-11

Consumers Are Different

• Heavy Users
• 80/20 Rule
 Redneck Bank Targets by Social Class
(rednecks is a term used for rural US citizens)

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-13

Consumer-Brand Relationships
• Role Theory
• Self-concept attachment
• Nostalgic attachment
• Interdependence
• Love
 Database marketing
Tracks specific consumers’ buying habits very closely

Crafts products and messages tailored precisely to

people’s wants and needs based on this information.

In a single day, consumers create 2.5 quintillion (10 to the

power of 18) bytes of data.

Big Data can influence many areas of consumer life

Example - monitoring of Google searches for fever and flu

can help epidemiologists to identify specific areas of the
US that have been hit by flu outbreaks even before
patients begin visiting doctors and hospitals.
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-15
 Big Data

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-16

 Learning Objective 3
• Our choices as consumers relate in
powerful ways to the rest of our lives.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-17

 Popular Culture
• Music Marketers influence
• Movies preferences for movie
• Sports and music heroes,
fashions, food, and
• Books decorating choices. Our
• Celebrities choices influence our
• Entertainment personalities

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-18

 Consumer-Brand Relationships
• Self-concept attachment – establishes our
identity
• Nostalgic attachment – serves as link with
the past
• Interdependence – the product is a part of
our daily routine
• Love – the product evokes emotional bond

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-19

 Consumer-Brand Relationships
• Many products define us

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall 1-20

 Classifying Consumer Needs
• Need for affiliation
• Need for power
• Need for uniqueness

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-21

 Figure 1.2 Maslow’s Hierarchy of Needs

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-22

 Learning Objective 5
• Technology and culture create a new
“always on” consumer.

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-23

The Digital Native: Living a Social
[Media] Life

• Digital Native
• Lifelog
• Internet of Things (IoT)
• Autonomous vehicles
• M2M (machine-to-machine communication)
• Artificial Intelligence (AI)
 .

THE END

Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-25