MGT1102E – CONSUMER BEHAVIOR

TU TUAN CUONG, MSC.

EMAIL: CUONGTT@UEF.EDU.VN
HEADPHONE: 09.2294.9422 (CONTACT VIA ZALO)
Consumer and Social Well-being
CHAPTER 2
Agenda

CHECKING GIVING LECTURE AND RECAPING AND

ATTENDANCE WORKING ON ISSUES DISCUSSING
Chapter Objectives

After learning this chapter, you will understand why:

2.1 Ethical business is good business
2.2 Marketers have an obligation to provide safe and functional products as part of their business
activities.
2.3 Consumer behavior impacts directly on major public policy issues that confront our society.
2.4 Consumer behavior can be harmful to individuals and to society
2.1 Business Ethics and Consumer Rights

 Business Ethics are rules of conduct that guide actions in the marketplace
 These are the standards against which most people in a culture judge what is right and what is wrong.
 These universal values include honesty, trustwworthiness, fairness, respect, justice, integrity, concern for
others, accountability and loyalty.
 Marketers must confront many ethical issues.
 A related issues is materialism, which refers to the importance people attach to worldly possessions, and
the role of business in encouraging this outlook.
2.3 Major Policy Issues Relevant to Consumer Behavior

 Our relationships with companies and other organizations are complex and many issues that impact
quality of life relate directly to marketing practices.
 These include the trade-off between our privacy and the availability of companies to tailor their offerings
to our individual needs.
 Other issues revolve around market access because many people are unable to navigate the marketplace
as a result of disabilities, illiteracy, or other conditions.
 Our fragile environment requires a commitment to sustainable business practices that attempt to
maximize the triple bottom line that emphasizes financial, social and environmental benefits.
2.3 Major Policy Issues Relevant to Consumer Behavior

 Green marketing describe strategy that involves the development and promotion of environmentally friendly
products and stressing this attribute when the manufacturer communicates with customers.
 Greenwashing occurs when companies make false or exaggerated claims about how environmentally friendly
their products are.
2.4 Consumer behavior can be harmful to individuals and
to society

 The dark side of customer behavior includes terrorism, addiction, the use of people as products (consumed
consumers) and theft or vandalism (anticonsumption)
Recap

 Review the slides of chapter 2

 Re-reading chapter 2 on the text book
 Additional reading:
1. Global social media statistics research summary 2023 (link:
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-soc
ial-media-research/
)
2. How to analyze consumer behavior (link: How to analyze consumer behavior –
Vamos Analisar (wordpress.com) )