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Welcome To Consumer Behaviour: Course Title "Consumer Behavior" (Understanding Consumers)

Consumer behavior is the study of how individuals make decisions to spend resources on consumption-related items. It involves selecting, purchasing, using, and disposing of products and services. Understanding consumer behavior is important for successful marketing as it allows firms to adapt their strategies based on consumer psychology, influences, shopping behaviors, and decision-making processes. A lack of understanding led to marketing mistakes like Marlboro's unsuccessful ad campaign in Japan.

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apoorwabokare13
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29 views

Welcome To Consumer Behaviour: Course Title "Consumer Behavior" (Understanding Consumers)

Consumer behavior is the study of how individuals make decisions to spend resources on consumption-related items. It involves selecting, purchasing, using, and disposing of products and services. Understanding consumer behavior is important for successful marketing as it allows firms to adapt their strategies based on consumer psychology, influences, shopping behaviors, and decision-making processes. A lack of understanding led to marketing mistakes like Marlboro's unsuccessful ad campaign in Japan.

Uploaded by

apoorwabokare13
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Welcome to Consumer

Behaviour

 Course title “Consumer Behavior”


(Understanding consumers)
Example 1….
 In the US, the Marlboro cowboy is usually
shown alone

 Ad….
Example 1….
 In Japan, the Marlboro cowboy is usually
shown as part of a group…

 Ad….
WHY??
Solution….
 Culture has an influence on consumer
behavior

 US culture = importance of individual; not


true in Asia

 Japanese consumers think a single cowboy


looks “lonely” and “poor”
– Just an ordinary worker on a farm
Introduction to Consumer
Behavior
 Definition (what goes on in consumer’s
mind…)
 Importance: why is CB important?
– Consumer Behavior (CB) dictates
Marketing Tactics
– Lack of knowledge of CB = big mistakes!
• Marlboro ad in Japan
– Knowledge of CB = Successful Marketing
tactics
Study of Consumer Behaviour
 Study of Consumer behaviour started when market
realised that consumers did not always act or react as
marketing theory suggested they would

 Despite a “Me-too” approach to fads and fashions,


many consumers rebelled at using the identical
products.

 They preferred differentiated products that they felt


reflected their own special needs, personalities and
life styles
Scope of Consumer Behaviour
 Study focuses on how individuals make decisions to
spend their available resources ( time, money and
effort) to consumption related items

 That includes
– What they buy
– Why they buy it
– When they buy it
– Where they buy it
– How often they buy it
– How often they use it
Consumer Behaviour
"The study of individuals, groups, or
organizations and the processes they
use to select, secure, use, and dispose
of products, services, experiences, or
ideas to satisfy needs and the impacts
that these processes have on the
consumer and society
Consumer Behaviour
 The Mental, Emotional and physical
activities that people engage in when
selecting, purchasing, using, and
disposing of products and services so
as to satisfy needs and desires
Consumer Behaviour
 Behavior occurs either for the individual, or in the
context of a group (e.g., friends influence what kinds
of clothes a person wears) or an organization
(people on the job make decisions as to which
products the firm should use).

 Consumer behavior involves the use and disposal of


products as well as the study of how they are
purchased.

 Product use is often of great interest to the marketer,


because this may influence how a product is best
positioned or how we can encourage increased
consumption.
Consumer Behaviour
 Since many environmental problems result from
product disposal (e.g., motor oil being sent into
sewage systems to save the recycling fee, or
garbage piling up at landfills) this is also an area of
interest.

 Consumer behavior involves services and ideas as


well as tangible products.

 The impact of consumer behavior on society is also


of relevance. For example, aggressive marketing of
high fat foods, or aggressive marketing of easy
credit, may have serious repercussions for the
national health and economy
Consumer Behavior and Marketing
Strategy
 The study of consumers helps firms and
organizations improve their marketing
strategies by understanding issues such as
how

– The psychology of how consumers think,


feel, reason, and select between different
alternatives (e.g., brands, products);
– The the psychology of how the consumer is
influenced by his or her environment
(e.g., culture, family, signs, media);
– The behavior of consumers while shopping
or making other marketing decisions;
Consumer Behavior and
Marketing Strategy
Limitations in consumer knowledge or information
processing abilities influence decisions and marketing
outcome; 
How consumer motivation and decision strategies differ
between products that differ in their level of importance or
interest that they entail for the consumer; and
How marketers can adapt and improve their marketing
campaigns and marketing strategies to more effectively
reach the consumer.
 Understanding these issues helps us adapt our strategies by
taking the consumer into consideration.
 We also learn that consumers will sometimes be persuaded
more by logical arguments, but at other times will be persuaded
more by emotional or symbolic appeals.
 By understanding the consumer, we will be able to make a
more informed decision as to which strategy to employ.

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