Consumer behavior reflects the totality of consumers decisions with respect to the
acquisition, consumption, and disposition of goods, services, and ideas by (human)
decision-making units (over time)
A process (Purchase is only one stage)
Behavior may b
Buyer Behavior Individual Paper
Patrick Popa, Sec. 003
For my individual project, I have decided to conduct my observations and analysis on two
supermarkets I visit regularly, Trader Joes and Cub Foods. I reserved an afternoon to myself on
Patrick Jay Popa
I want to begin my write-up by first addressing Amazon.coms traction in the market place and
what the online art market looks like today. Offering this initial information will allow me to lay
a foundation to explain exactly
Demographics: Why used?
- A key way of looking at different subcultures
Easy to identify
Sometimes related to buyer behavior
Used for reaching people
TV ratings, Starch scores
Social media usage
Dont explain behavioral aspects
of brand ch
Marketing Implications for Consumer Behavior
Selecting the target market
o Characteristics of each segment?
o Customer satisfaction of each segment?
o How are competitive offerings positioned?
o How should our offerings be positioned?
Types of Involvement
o Product or Brand Involvement
o Person (consumer) involvement
o Situation involvement (e.g. medium, ad, context)
o Affective Involvement
o Cognitive Involvement
o Behavioral Involvement
U.S. Versus Chinese Culture
External experience/ materialism
Change and movement
Rationalism/oriented to future
Horizontal interpersonal relationships
Exposure, Attention, and Perception
Consumers exposure to marketing stimuli
Characteristics of attention and sustaining consumers attention in products and
The major senses of perception and how consumers sensory perception is
Contractual arrangements whereby firms can use the names, logos, characters, or
other elements of brand brands for some fixed fee
o Entertainment (Ironman sports drinks)
o Television and cartoon characters (Dora the Explorer, SpongeB
Linking of two or more brands into a joint product or service
Credit Cards (Visa & Samsung)
Packaged Goods (Nestles Cheerios Cookie Bars)
Retailer locations: Byerlys and U.S. Bank
Objective: Extent to which the consumer has learned the facts stated in the
Subjective: Meanings generated by consumers from the communication (e.g.
sensory meanings; brand names convey meaning)
What does comprehension involve?