logging in or signing up Intro to CB Dario Download Post to : URL : Related Presentations : Let's Connect Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 3190 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: January 29, 2008 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... By: invertis (55 month(s) ago) respected Sir dis presentaion is very good . sir pjs send me my id firstname.lastname@example.org Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Intro to Consumer Behavior: Intro to Consumer Behavior Consumer behavior--what is it? Applications Consumer Behavior and Strategy Elements of strategy Consumer Analysis Consumer behavior outcomes One Definition: One Definition Consumer behavior: 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. Applications of Consumer Behavior: Applications of Consumer Behavior Marketing Strategy Regulatory (Public) Policy Social Marketing Personal Consumer SkillsOrientations in the Study of Consumer Behavior: Orientations in the Study of Consumer Behavior Anthropology Economics History and geography Psychology SociologyAnthropology: Anthropology The study of people within and across cultures Emphasis on cross-cultural differences Questioning of assumptions within own cultureEconomics: Economics Basic economic issues Supply and demand Rational decision making Perfect information Emphasis on predicting behavior Complications in real life Behavioral economics—e.g., “mental accounting”History and Geography: History and Geography Origins of behavior, perspectives, and traditions Impact of geography on individuals Isolation Language development Climate Geographic determinismPsychology: Psychology Study of human thinking and behavior Some issues Personality Personal development Cognition (thinking), perception Attention and its limitations “Learning”—e.g., acquired tastesSociology: Sociology Cultural and interpersonal influences on consumption—e.g., Fads, fashions Diffusion of innovation Popular culture Marketing Strategy and Consumer Behavior: Marketing Strategy and Consumer Behavior MARKET ANALYSIS MARKETING STRATEGY MARKET SEGMENTATION CONSUMER DECISION PROCESSES OUTCOMESMarket Analysis Components: Market Analysis Components Consumers Firms Competitors Conditions (environment)Market Segmentation (covered in more detail later): Market Segmentation (covered in more detail later) Product-related need sets Segments: customers with similar needs and responses Segment description Segment selection Elements in Marketing Strategy: Elements in Marketing Strategy Product Communications Price Distribution ServiceOutcomes: Outcomes Firm Product position/perception Sales Customer satisfaction Individual Need satisfaction Injurious consumption Society Economic Physical environment Social welfare The Nature of Consumer Behavior: The Nature of Consumer Behavior External Influences Internal Influences Self-Concept Situations Experiences and acquisitions Why We Buy: Some Issues: Why We Buy: Some Issues Questions academics relatively well: Whether, how, why? Questions academics answer less well: How much? Which effect is stronger? What if…? Why We Buy Issues: Why We Buy Issues “Conversion” and “interception” rates The “Transition Zone” Thinking like a consumer who is in the shopping setting! A note on exam questions from the text: You need to have read the book to be able to answer! (The answers are not obvious.) You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.