Consumer behavior is a prerequisite as we start to prepare a marketing plan. It's about how individuals or groups, acquire, use or dispose products, services or ideas. We learn about needs and desires through our cognition, affection, behavior - as we, as consumers, think, feel and do.
5. 5. CB Approaches & Orientations Anthropology History Psychology Sociology Economics Statistics T he study of people within and across cultures.
6. 5. CB Approaches & Orientations Anthropology History Psychology Sociology Economics Statistics O rigins & development of behavior and traditions.
7. 5. CB Approaches & Orientations Anthropology History Psychology Sociology Economics Statistics S tudy of human thinking & behavior: personality, cognition (thinking) & perceptions.
8. 5. CB Approaches & Orientations Anthropology History Psychology Sociology Economics Statistics T he scientific study of human behavior in society, including its influences on consumption.
9. 5. CB Approaches & Orientations Anthropology History Psychology Sociology Economics Statistics B asic economic issues: current and future supply and demand & consumption.
10. 5. CB Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach
11. 5. CB Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach
16. 5. CB Definition C onsumer B ehavior How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.
21. 5. CB Is CB Important! C onsumer B ehavior often dictates marketing tactics .
22. 5. CB The DARK Side Shoplifting Environmental waste Addiction Homelessness Prostitution, etc.
23. 5. The A - B - C of CB C ognition B ehavior A ffection
24. 5. The A - B - C of CB Cognition - what consumers T hink ? Affection - how consumers F eel ? Behavior - what consumers D o ?
25. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 1 out of 2
26. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 2 out of 2
27. 5. What Affects CB ? Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! HOW do we… ? I N F L U E N C E S
28. 5. What Affects CB ? Cognition - what consumers T hink ? Affection - how consumers F eel ? Behavior - what consumers D o ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o .
29. 5. What Affects CB ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o … pre-purchase during the purchase post-purchase!