1Day 4: Consumer Behavior andOrganizations as ConsumersMGT 103: Product Marketing and ManagementKristine Ehrich, Ph.D.Purchase Situation by Gender
2MARKETINGRESPONSE4 P’sBLACK BOX OFTHE CONSUMER“…reflects the totality of consumers’decisions with respect to the acquisition,consumption and disposition of goods, services,activities and ideas by (human) decision-makingunits over time.”AcquiringConsumingDisposing•Deciding tobuy a product•Decidingbetween brands•Where to buy•How to pay•Other ways toacquire•How you useproduct•How you storeproduct•Who uses theproduct•How muchyouconsume•How productcompares withexpectations•How you get ridof remainingproduct•How much youthrow away afteruse•Resellingproducts•How you recycleproductsMore than just“buying”
3More than just a singleindividual•Consumer Behavior does not necessarily reflect theaction of a single individual•Combinations of people may be involved in a purchase:•A Group of Friends•Coworkers•A Family•Different People may play different roles•Influencer/Gatekeeper/Decider/Buyer/End User•Unfortunately, NO! Why not?•Competitors can do the same things•Consumers don’t always know what they want•Consumers don’t always know what is possible•What consumers want may not be feasible•Consumers’ preferences are flexible and change overtime
4•The process we use to select, purchase, use, and dispose ofgoods, services, ideas, or experiences to satisfy needs/desires•What influences this process?•Internal•Situational•Social•Types of Decision Making•Extended•Limited•Habitual
5•Occurs whenever the consumer sees asignificant difference between his/hercurrent state and the desired/ideal state•How do we recognize that there is aproblem?•More milk?•New pair of jeans?