BA 320 Lecture 5 Consumer Behavior

BA 320 Lecture 5 Consumer Behavior - BA 320 Lecture #5...

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BA 320 Lecture #5
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Overview Overview Definition of Consumer Behavior Definition of Consumer Behavior How CB can Inform Marketing Strategy: How CB can Inform Marketing Strategy: Consumers’ Relationships with Brands Consumers’ Relationships with Brands Stages of the Consumer Behavior Stages of the Consumer Behavior Process Process Factors Shaping Consumer Behavior Factors Shaping Consumer Behavior Consumer Socialization Consumer Socialization
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* A sub-discipline of the broader field of marketing that focuses on understanding how consumers acquire, use, and dispose of goods, services and experiences. *Until recently, a “basic” vs. “applied” arm of marketing. But these days, the best consumer behavior researchers study phenomena that can truly shape marketing strategy.
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The Good: Best Friendships Committed Partnerships Childhood Friendships The Bad: Dependencies Enslavements The (Possibly) Ugly: Flings Arranged Marriages
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“[When getting a car] it was that Christmas morning emotions, very elated, very excited…. I could die today, that type of emotion…. [Tyrone, SBM, 20s] That car was my girlfriend. [John, SBM, 20s] (Committed partnership) Margaret [MWF, 50s] describes how her “magic pen” helps her control her writer’s block, but also how this brand elicits worry and anxiety. .In order to feel adequately supplied, she must have at least three pens in her purse at all times, must know how many pens are in the office
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This note was uploaded on 11/08/2011 for the course BADM 320 taught by Professor Staff during the Fall '08 term at University of Illinois, Urbana Champaign.

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BA 320 Lecture 5 Consumer Behavior - BA 320 Lecture #5...

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