Chapter 1 - What is Consumer Behavior CARMEN - M&L 4201 -...

M&L 4201 - Consumer Behavior
Dr. Rebecca Naylor
Spring 2013

What is Consumer Behavior?
MARKETING RESPONSE
4 P’s
“BLACK BOX”
OF THE
CONSUMER

Chapter 1: What is Consumer
Behavior?
•
“…reflects the totality of consumers’ decisions
with respect to the acquisition, consumption
and disposition of goods, services, time and
ideas by (human) decision-making units over
time.”
--Hoyer, Wayne D. and Deborah J. MacInnis,
Consumer Behavior, Houghton Mifflin Co:
Boston: MA.

Key Take-Away from Chapter 1
•
Consumer Behavior is about more than an
individual consumer going to the store to buy
toothpaste!

More Than Just “Buying”
Acquiring
•
Deciding to
buy a product
•
Deciding
between
brands
•
Where to buy
•
How to pay
•
Other ways to
acquire
Consuming
•
How you
use/store
product
•
Who uses the
product
•
How much
you consume
•
How product
consumption
compares with
expectations
Disposing
•
How you get rid
of unwanted
product
•
How much you
throw away
after use
•
Reselling
products
•
How you
recycle products

More Cyclical Than Sequential