Chapter 1 - Defining Consumer Behavior Consumer Behavior...

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Defining Consumer Behavior Consumer Behavior Involves Goods, Services, Activities, Experiences, and People Consumer Behavior- the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, time and ideas by human decision make units (over time) Consumer behavior more than consumer buying products Includes o Services, activities, trips, donations, etc. Offering- a product, service, activity, or idea offered by marketing organization to consumers Consumer Behavior Involves more than just buying Acquisition- the process which a consumer comes to own an offering Usage- the process by which a consumer uses an offering Marketers must be sensitive to whether customers will use product or find product effective o How are they reacting to the product? Will they spread positive or negatively? Disposition- the process by which consumer discards an offering Consumer Behavior is a Dynamic Process Markets are designed to link one consumers disposition to another consumers acquisition Sequence of acquisition, consumption, and disposition occur in time in a dynamic order… (change from one consumer to the next) Consumer Behavior Can Involve Many People Consumer Behavior Involves Many Decisions Whether to Acquire/ Use/ Dispose of an Offering Need to decide when to acquire, use, dispose of offer Decide to spend or save money What Offering to Acquire/ Use/ Dispose of Some times make decisions about product/ service categories or brands Choices multiply daily as new products are thrown into the marktet Why/ Why NOT Acquire/ Use/ Dispose of an Offering How does this meet a person’s needs, values, or goals? How to Acquire/ Use/ Dispose of an Offering Ways of Acquiring Do you spend cash or credit? Do you receive offering in mail or in store? Ways of Using and Offering Want to ensure offering is used correctly Could be harmful if not used correctly
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Ways of Disposing of an Offering Find a new use Get rid of temporarily (loan or rent) Get rid of forever When to Acquire/ Use/ Dispose of an Offering Perception of and attitudes towards oneself Need for variety Knowing when others might or might not be buying
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This note was uploaded on 02/25/2012 for the course MGMT 4375 taught by Professor Eixmann during the Fall '11 term at Texas State.

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Chapter 1 - Defining Consumer Behavior Consumer Behavior...

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