mkt notes - Chapter 1 16:47 What is Consumer Behavior?...

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Unformatted text preview: Chapter 1 16:47 What is Consumer Behavior? Entails all consumer activities associated with the purchase, use, and disposal of goods and services including the consumer’s emotional mental and behavior responses that precede determine or follow these activities Individual vs. Organizational Individual consumers--purchase goods and services to satisfy their own personal needs and wants or to satisfy the need and wants of others Satisfying household uses, gift purchases, charitable contributions Organizational consumers—purchase goods and services in order to, produce other goods or services, resell them to other organizations or to individual consumers, help manage and run their organization Include for profit firms: manufacturers, farmers, financial institutions, wholesalers, retailers Not-for-profit firms: charities, political groups, civic clubs, local, state, and federal government agencies Consumer Activities Purchase Activities—those through which consumers acquire goods and services Include everything done leading up to the purchase—gathering and evaluating information about the product or service and choosing where to make the purchase Use Activities—describe where, when, and how consumption takes place Immediately consume after buying, ex.) Ice cream cone Delay consumption, ex.) Piece of clothing Disposal Activities—ways consumers get rid of their products and packaging after consumption Throwing away, recycling, reusing, and resale Consumer Response Emotional (affective)-reflect emotions, feelings, and moods Mental (cognitive)-thought process, opinions, beliefs, attitudes, and intentions Can be evaluative—making a judgment that assigns value to something Or non-evaluative—thinking about something without making a value judgment Behavioral-overt decisions and actions during the purchase, use, and disposal activities Why Study Consumer Behavior? To improve business performance Marketers who understand customers can create better products and series, promote their products more effectively, and develop marketing plans and strategies that foster sustainable competitive advantages. Goal is to understand the general dynamics of consumer behavior that remain constant regardless of fads or trends Understanding enables marketers to predict what motivates people to buy and then to deliver products that response to those motivations To influence public policy Establishment of laws and regulations that govern business practice in order to protect consumers To educate and help consumers make better decisions Consumer Behavior as a Field of Study Emerged in 1940s when firms shifted from a selling orientation (selling consumers the...
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This note was uploaded on 01/19/2012 for the course BLS 342 taught by Professor Miller during the Fall '08 term at Miami University.

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mkt notes - Chapter 1 16:47 What is Consumer Behavior?...

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