Scribd
Upload
275 views

Understanding Consumer Behavior: Hoyer - Macinnis - Pieters

Consumer behavior involves how consumers acquire, consume, and dispose of goods and services. It is influenced by internal psychological factors like motivation and attitudes as well as external cultural factors like reference groups. Understanding consumer behavior helps marketers develop customer-oriented strategies, select target markets, develop products, make promotion and pricing decisions, and choose distribution channels. Researchers use various methods to study consumer behavior including surveys, focus groups, interviews, and experiments.

Uploaded by

Angelo P. Nueva
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
275 views

Understanding Consumer Behavior: Hoyer - Macinnis - Pieters

Consumer behavior involves how consumers acquire, consume, and dispose of goods and services. It is influenced by internal psychological factors like motivation and attitudes as well as external cultural factors like reference groups. Understanding consumer behavior helps marketers develop customer-oriented strategies, select target markets, develop products, make promotion and pricing decisions, and choose distribution channels. Researchers use various methods to study consumer behavior including surveys, focus groups, interviews, and experiments.

Uploaded by

Angelo P. Nueva
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 12

CHAPTER 1

UNDERSTANDING
CONSUMER
BEHAVIOR

Hoyer | MacInnis | Pieters


2

Consumer Behavior
The totality of consumers' decisions with
respect to the acquisition,
consumption and disposition of
goods, services, time and ideas by
human decision-making units.
3

Consumer Behavior Involves More than Buying

▸ How consumers buy is extremely


important to marketers. However,
marketers are also intensely
interested in consumer behavior
related to using and disposing of an
offering.
4

Consumer Behavior Involves More than Buying

▸ Acquisition
- the process by which a consume comes to
own an offering
▸ Usage
- the process by which a consumer uses an
offering
▸ Disposition
- the process by which a consumer discards an
offering
5

What Affects the Consumer Behavior?

▸ The Psychological Core: Internal Consumer Processes-


covers motivation, ability and opportunity; exposure,
attention, perception and comprehension; memory and
knowledge; and attitudes about an offering.

▸ The Process of Decision Making - this domain includes four


stages: Problem Recognition, Information Search. Decision
Making and Post purchase Evaluation.
6

The Consumer's Culture: External Processes

 Culture- The typical or expected behaviors, norms


and ideas that characterize a group of people

 Reference group- A group of people consumers


compare themselves with for information regarding
behavior, attitudes or values

 Symbols- external signs that consumers use to


express their identity
7

Who Benefits from the Study of Consumer Behavior?

▸ Marketing Managers
▸ Ethicists and Advocacy Groups
▸ Public Policy makers and Regulators
▸ Academics
▸ Consumer Society
8

Marketing Implications of Consumer Behavior

▸ Developing and Implementing Customer-Oriented


strategy - marketers must conduct research to
understand the various groups of consumers
within the market place

▸ Selecting the Target Market- understanding


consumer behavior helps marketers determine
which consumer groups are appropriate targets for
marketing tactics.
9

Marketing Implications of Consumer Behavior


▸ Developing Products - developing goods and services that
satisfy consumers' wants and needs is a critical marketing
activity. Marketers apply consumer research when making a
number of decision about products and branding.

▸ Positioning- strategic choice is deciding how an offering


should be positioned in consumers' minds.

▸ Making Promotion and Marketing Communication Decisions-


research can help companies make decisions about
promotional/ marketing communication tools.
10

Marketing Implications of Consumer Behavior

 Making Pricing Decision- price of the product or service can


have a critical influence on consumers' acquisition, usage
and disposition decisions.
▸ Making Distribution Decision- Another important marketing
decision involves how products are distributed and sold to
consumer retail stores.
11

Consumer behavior research methods

▸ Surveys-one of the most familiar tool


▸ Focus groups-brings together groups of 6-12
persons
▸ Interviews-it involves direct contact with customers
▸ Storytelling-consumers tell researchers stories
about their experiences with a product
▸ Photography and pictures-using a technique in
which they show pictures of experience to help
consumers remember and report experiences
12

Consumer behavior research methods

▸ Diaries-asking consumers to keep diaries can


provide important insights into their behavior
including product purchasing and media usage.
▸ Experiments-conducting experiments to determine
whether certain marketing phenomena affect
consumer behavior.
▸ Field experiment-conducting experiments in the
real world
▸ Database marketing-marketers can dig deeper into

You might also like