Chapter 1

Buying, Having and Being: An

Introduction to Consumer Behavior

CONSUMER
BEHAVIOR, 12e
Michael R. Solomon

1-1
 What is 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.

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 What is the difference between:
• Consumer
• Customer
• Client

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 Consumers, Customers & Clients
• Consumers are for products while
• Customers are for brands
• For example, We all are consumers of cell
phones, but customers of different
companies/brands like Nokia, Samsung, Q-
Mobile etc.
• Client is a customer for whom the company
makes an effort to build long-term relationship
(relationship marketing) primarily used in
service industries
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 Stages in the Consumption Process

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 For Reflection
• How do you decide that you need a
product?
• What about a purchase makes it pleasant
or stressful for you?
• When using the product, what determines
if the experience is pleasant?

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

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Consumers Are Different
• Heavy Users
• 80/20 Rule

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Segmenting Consumers: Demographics
Demographics:
Age (baby soap, safeguard)
Gender (dress, shoes)
Family structure (KFC family
bucket)
Social class/income (Diamond,
Bonus)
Race/ethnicity ( sunsilk with
hijab)
Geography (McDonalds)
Lifestyle (BMW Ferrari)

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 Segmenting by Behavior: relationships
and “Big Data”

• Database
Marketing
• Relationship
Marketing

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

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

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 Consumer-Brand Relationships
• Self-concept attachment the product
helps to establish the user’s identity.
• Nostalgic attachment the product serves
as a link to the consumer’s past.
• Interdependence the product is a part of
the user’s daily routine.
• Love the product extract emotional bonds
of warmth, passion, or other strong
emotion.
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 Examples of Consumer-Brand Relationships
• Consumer-Brand Relationships
• Self-concept attachment – Iphone, Samsung, Nike

• Nostalgic attachment – Bio Amla, Habib Cooking oil

• Interdependence – shampoos, soaps

• Love – AXE , chocolate

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 Learning Objective 4
Our motivations to consume are complex
and varied.

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 For Reflection
• Describe a need and a want you have and
explain the motivation for the want.

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

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 For Reflection
• How has your daily life changed because
of social media?
• What does your virtual life look like?

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 Chapter Summary
1. Consumer behavior is a process.
2. Marketers have 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.

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 Chapter Summary
5. Technology and culture create a new
“always on” consumer.
6. Many different types of specialists study
consumer behavior.
7. There are differing perspectives regarding
how and what we should understand
about consumer behavior.

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