Chapters 1 & 2

Chapters 1 & 2 - Consumer Behavior Chapter 1:...

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Unformatted text preview: Consumer Behavior Chapter 1: Consumer Behavior & Marketing Strategy Chapter 2: Cross-Cultural Variations in Consumer Behavior What is Consumer Behavior? The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society. All marketing decisions and regulations are based on assumptions and knowledge about consumer behavior. Application of Knowledge Dr. Sean Duffy, Associate Professor of Psychology at Rutgers-Camden In a Q & A interview with Cathy Donovan of Rutgers Focus, Dr. Duffy discussed his research published in Environment and Behavior on the usability of recycling bins. He found that while many consumers fail to recycle for such reasons as misinformation and forgetfulness, design problems contribute significantly to this issue. Specifically, recycling bins with a hole contained 34% more recyclable materials than recycling bins without a hole in the same building. People were much more likely to use recycling bins without holes as trash cans. Source: http://news.rutgers.edu/focus/issue.2009-01-20.2858251382/profile.2009-01-20.6620905426 Key Aspects of Consumer Behavior Successful marketing decisions by firms (profit & nonprofit) and regulatory agencies require extensive information about consumer behavior. Marketers collect, analyze, and interpret information about specific consumers involved in the marketing decision at hand. Consumer behavior is a complex, multidimensional process. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. Marketing Strategy & Consumer Behavior Outcomes Individuals, Firms, Society Consumer Decision Process Problem recognition, Information search, Alternative evaluation, Purchase, Use, Evaluation Marketing strategy Product, Price, Place (Distribution),...
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This note was uploaded on 02/08/2011 for the course MKT 374 taught by Professor Watson during the Spring '10 term at Rutgers.

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Chapters 1 & 2 - Consumer Behavior Chapter 1:...

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