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

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M&L 4201 - Consumer BehaviorDr. Rebecca NaylorSpring 2013
What is Consumer Behavior?MARKETINGRESPONSE4 P’s“BLACK BOX”OF THECONSUMER
Chapter 1: What is ConsumerBehavior?“…reflects the totality of consumers’ decisionswith respect to the acquisition, consumptionand disposition of goods, services, time andideas by (human) decision-making units overtime.”--Hoyer, Wayne D. and Deborah J. MacInnis,Consumer Behavior,Houghton Mifflin Co:Boston: MA.
Key Take-Away from Chapter 1Consumer Behavior is about more than anindividual consumer going to the store to buytoothpaste!
More Than Just “Buying”AcquiringDeciding tobuy a productDecidingbetweenbrandsWhere to buyHow to payOther ways toacquireConsumingHow youuse/storeproductWho uses theproductHow muchyou consumeHow productconsumptioncompares withexpectationsDisposingHow you get ridof unwantedproductHow much youthrow awayafter useResellingproductsHow yourecycle products
More Cyclical Than Sequential

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Term
Spring
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Naylor

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