C H A PT E R
CONSUMER BEHAVIOUR AND
TARGET AUDIENCE DECISIONS
To understand the consumer decision-making process and how it
varies for different types of purchases.
To understand various internal psychological processes, their
5 out of 5 points
Alpha company makes items you typically see in a drug store. If they
make toothpaste, which of the following would be expansion in the depth
5 out of 5
Reference Group Influence
A group is defined as two or more individuals who share
a set of norms, values, or beliefs and have certain
implicitly or explicitly defined relationships to
Welcome to MKTG 402!
Intro to Consumer Behavior (CB)
What is it?
Consumer Behavior the study of individuals,
groups or organizations in order to identify:
Why or why not they buy (product and services)
Creating separate marketing mixes for groups in
the market that differ in meaningful ways
History of segmentation
Market segmentation is one application of
consumer research and is the main tie
Changes in American Cultural Values
Values - widely held beliefs regarding what is
Observable shifts in behavior, including
consumption behavior, often reflect underlying
Why do we study culture?
The same thing might be viewed very differently
Pigs face: American = YUCK!
Pigs face: Chinese = YUM!
International products must be
Spanish speaking version
Consumer behavior and
First of all What is marketing?
AMA 2007 definition: Marketing is the activity, set
of institutions, and processes for creating,
communicating, delivering, and exchanging
offerings that have va
What is Perception
Perception is a process that uses previous
knowledge to compile and interpret the stimuli that
are registered by our senses.
Such as; How consumer perceive visual cues and