consumer behavior

Powerful Essays
Introduction to Consumer Behavior
What is Consumer behavior? – pg 6-8
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.

Application of consumer behavior – pg 9-11
1) Marketing Strategy
2) Regulatory Policy
Social Marketing
The application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.
3) Informed Individuals
Most individuals in these societies spend more time engaged in consumption than in any other activity, including work or sleep (both of which also involve consumption).
Knowledge of consumer behavior can enhance our understanding of our environment ourselves.

Nature of Consumer Behavior

External Influences
Culture
Demographics and social stratification
Ethnic, religious, and regional subcultures
Families and households
Groups
Internal Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes

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

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

Perception
The nature of Perception- pg 278-279, Figure 8-1

Information Processing is a series of activities by which stimuli are perceived, transformed into information, and stored.

Exposure- pg 279-283
Exposure
Occurs when a stimulus is placed within a person’s relevant environment and comes within range of

You May Also Find These Documents Helpful

  • Powerful Essays

    Sociology and People

    • 1329 Words
    • 6 Pages

    Today many social scientists describe society as a consumer society. A consumer society is one in…

    • 1329 Words
    • 6 Pages
    Powerful Essays
  • Good Essays

    * Meaning of consumption: people often buy products not for what they DO but for what they MEAN…

    • 2954 Words
    • 12 Pages
    Good Essays
  • Better Essays

    Great Gatsby

    • 3673 Words
    • 15 Pages

    2. Perception: the process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events…

    • 3673 Words
    • 15 Pages
    Better Essays
  • Good Essays

    processing is what we do with that perception. In my view if we take processing for granted then perception…

    • 827 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    IKEA case study

    • 440 Words
    • 2 Pages

    The processes involved when individuals or groups take in obtaining, consuming, and disposing of products, services, ideas, or experiences to satisfy needs and desires can be said to be a consumer behavior. Also includes how consumers think, feel and the physical actions that results from the consumer’s decisions. There are three factors, which are cultural, personal, and…

    • 440 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    consumer behavior

    • 517 Words
    • 2 Pages

    1. A marketer of health food is attempting to segment its market on the basis of Australia consumers’ self image. Describe the four types of consumer self-image and discuss which one would be most effective?…

    • 517 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Perception and Attention

    • 1861 Words
    • 8 Pages

    The term perception refers to the complete process of apprehending objects and events in the community. Perception is a set of processes that organize information in the sensory image and interprets that information from experiences of the external world. Perception commonly focuses on the apprehension of objects or events, opposed to focusing on sensation or sensory process. Perception is process of obtaining sensory information about the world of people, things, and events. Perception is acquired through an independent sensory receptor that evaluates stimulation into simple sensations and by associating those sensations into perceptual structures; the brain mirrors the environment (Perception, 2004). Perception is the next stage, in which an internal representation of an object is formed and a perception of the external stimulus is developed. The representation provides a description of the perceiver’s external environment. The visual process provides estimates of an object’s likely size, shape, movement, distance, and orientation…

    • 1861 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    It can also be defined as a social and managerial process by which individual or groups obtain what they need and want through creating and exchanging products and value with others.…

    • 3875 Words
    • 16 Pages
    Powerful Essays
  • Powerful Essays

    Cosumer Behavior

    • 5515 Words
    • 23 Pages

    Marketers need to understand the role of consumption activities in the daily lives of consumers.…

    • 5515 Words
    • 23 Pages
    Powerful Essays
  • Satisfactory Essays

    People undergo stages of information processing where stimuli are input and stored. However we do not passively process whatever information is present. Only a very small number are ever noticed and an even smaller number attended to. And the stimuli that do enter our consciousness are not processed objectively. The meaning of a stimulus is interpreted by the individual who is influenced by their unique biases, needs and experiences. These three stages of exposure (or sensation) make up the process of perception.…

    • 377 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Consumer behaviour is a complex field. The three major approaches to study are shown in exhibit 1. All of the approaches are (of course;) valuable. We focus, however, on the traditional one.…

    • 332 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Customer Strategy Exam Guide

    • 7192 Words
    • 29 Pages

    • 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.…

    • 7192 Words
    • 29 Pages
    Powerful Essays
  • Good Essays

    Consumer Behavior

    • 563 Words
    • 2 Pages

    Psychological Processes: Deals with what goes inside the persons head, how they think, how they process information, how they learn.…

    • 563 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Absolute Threshold

    • 359 Words
    • 2 Pages

    2. Explain / Elaborate on the concept (with its theoretical background if stating a component of a broader theory) in your own words and how it has applications in or implications for marketers…

    • 359 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Consumer Behavior

    • 4455 Words
    • 18 Pages

    In this assignment, as it was asking us to choose one factor that affect the consumer behavior, I selected perception as the factor that I want to go through.…

    • 4455 Words
    • 18 Pages
    Best Essays