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BBUS 421 - Chapter 1 - Consumer Behavior and Marketing Strategy

This document provides an introduction to consumer behavior and marketing strategy. It discusses key learning objectives like defining consumer behavior and explaining how understanding consumer behavior can help develop marketing strategies. It presents an overall conceptual model of consumer behavior that shows the influence of external factors like culture, groups, and situations as well as internal factors like perception, motives, and self-concept. It explains that consumption has meaning beyond basic needs, including satisfying symbolic needs for status, identity, and social acceptance.

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Hai Nguyen
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119 views

BBUS 421 - Chapter 1 - Consumer Behavior and Marketing Strategy

This document provides an introduction to consumer behavior and marketing strategy. It discusses key learning objectives like defining consumer behavior and explaining how understanding consumer behavior can help develop marketing strategies. It presents an overall conceptual model of consumer behavior that shows the influence of external factors like culture, groups, and situations as well as internal factors like perception, motives, and self-concept. It explains that consumption has meaning beyond basic needs, including satisfying symbolic needs for status, identity, and social acceptance.

Uploaded by

Hai Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Marketing

BBUS 421
Ceri M. Nishihara
[email protected]
HH 1213
Consumer Behavior and
Marketing Strategy
Chapter 1
PART I: INTRODUCTION

1-3
Learning Objectives

L01 Define consumer behavior

Summarize the applications of consumer behavior


L02

Explain how consumer behavior can be used to


L03 develop marketing strategy

L04 Explain the components that constitute a conceptual


model of consumer behavior

L05 Discuss issues involving consumption meanings and


firm attempts to influence them

1-4
Consumer Behavior and Marketing Strategy

Consumer behavior is 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.

1-7
Marketing Strategy and Consumer Behavior

1-9
Consumer Decisions

The consumer decision process intervenes between


the marketing strategy, as implemented in the
marketing mix, and the outcomes.
The firm can succeed only if consumers see a need
that its product can solve, become aware of the
product and its capabilities, decide that it is the best
available solution, proceed to buy it, and become
satisfied with the result of the purchase.

1-15
The Nature of Consumer Behavior
Overall Conceptual Model of Consumer Behavior

1-18
The Nature of Consumer Behavior

External Influences
• Culture
• Demographics and social stratification
• Ethnic, religious, and regional subcultures
• Families and households
• Groups

1-19
The Nature of Consumer Behavior

Internal Influences
• Perception

• Learning
• Memory
• Motives
• Personality
• Emotions
• Attitudes

1-20
The Nature of Consumer Behavior

Self-Concept and Lifestyle


Self-concept is the totality of an individual’s
thoughts and feelings about oneself.
Lifestyle is how one lives, including the
products one buys, how one uses them,
what one thinks about them, and how one
feels about them.

1-21
The Nature of Consumer Behavior

Situations and Consumer Decisions


Consumer decisions result from
perceived problems and
opportunities.
Consumer problems arise in
specific situations and the nature
of the situation influences the
resulting consumer behavior.

Using Outdoor Media to Trigger Problem Recognition

1-22
The Meaning of Consumption

 Consumption has meaning beyond satisfaction


of minimum or basic consumer needs
 Symbolic needs
 Status
 Identity
 Group acceptance

1-23

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