Solomon Mid-Term Slides

Solomon Mid-Term Slides - What is Consumer Behavior?...

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1 - 1 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 Consumer Behavior is a Process: Exchange: A transaction in which two or more organizations give and receive something of value
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1 - 2 Consumers’ Impact on Marketing Strategy Market Segmentation: Identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more groups Demographics: Statistics that measure observable aspects of a population Ex.: Age, Gender, Family Structure, Social Class and Income, Race and Ethnicity, Lifestyle, and Geography
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1 - 3 Marketing’s Impact on Consumers: The Meaning of Consumption Consumption includes intangible experiences, ideas and services in addition to tangible objects. Four types of Consumption Activities: Consuming as experience Consuming as integration Consuming as classification Consuming as play
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1 - 4 Consumerism and Consumer Research Green Marketing: When a firm chooses to protect or enhance the natural environment as it goes about its activities Reducing wasteful packaging Donations to charity Social Marketing: Using marketing techniques to encourage positive activities (e.g. literacy) and to discourage negative activities (e.g. drunk driving)
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1 - 5 Sensation and Perception Sensation: The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures Perception: The process by which sensations are selected, organized, and interpreted The Study of Perception: Focuses on what we add to raw sensations to give them meaning
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1 - 6 Sensory Perceptions - Smell Odors can stir emotions or create a calming feeling. Marketers are finding ways to use smell: Scented clothes Scented stores Scented cars and planes Scented household products Scented advertisements
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1 - 7 Sensory Perceptions - Sound Advertising jingles create brand awareness. Background music creates desired moods. Sound affects people’s feelings and behaviors.
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1 - 8 Sensory Thresholds Psychophysics: The science that focuses on how the physical environment is integrated into our personal subjective world. Absolute Threshold: The minimum amount of stimulation that can be detected on a given sensory channel. Differential Threshold: The ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d . (just noticeable difference).
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1 - 9 Attention Attention: The extent to which processing activity is devoted to a particular stimulus.
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1 - 10 Stimulus Selection Factors Size: The size of the stimulus itself in contrast to the competition
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Mid-Term Slides - What is Consumer Behavior?...

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