2. Book
Hawkins, Best and Coney – Customer
behavior 13th ed.
Hawkins and Mothersbaugh – Consumer
Behavior
Schiffman and Kanuk, Consumer
Behavior
Michael R. Solomon – Consumer
Behavior
Kotler - H2H Marketing
Nimmerman – Consumer Behavior in
Digital Environment
3. What is
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.
4. Why study
consumer
behavior?
Consumer behavior theory provides
the manager with the proper
questions to ask
Marketing practice designed to
influence consumer behavior
influences the firm, the individual,
and society
All marketing decisions and
regulations are based on assumptions
about consumer behavior
5. Applications of
Consumer
Behavior
• To satisfy target
consumer needs
Marketing
Strategy
• To protect consumers
Regulatory
Policy
• To help consumers
Social
Marketing
• To better understand
how societies function
Informed
Individuals
6. Marketing
Strategy &
Consumer
Behavior
• What is Customer Value?
The difference between all the benefits derived
from a total product and all the costs of acquiring
those benefits.
• What is required of a firm to provide superior
customer value?
It must do a better job of anticipating and reacting
to customer needs than the competition does.
• What role does consumer behavior play in creating
superior customer value?
An understanding of consumer behavior is the
basis for marketing strategy formulation, and the
consumer’s reaction to this marketing strategy
ultimately determines the firms success or failure.
7. Customer-
perceived value
Total customer
benefit
Total customer
cost
Product
benefit
Monetary
cost
Services
benefit
Time
cost
Personal
benefit
Energy
cost
Image
benefit
Psychological
cost
Determinants
of Customer
Perceived Value
8. New capabilities (Kotler)
• Consumer
1. Internet as powerful
information and purchasing aid
2. Can search, communicate
3. Tap into social media to share
4. Interact with companies
5. Reject marketing
• Company
1. Internet as powerful
information and sales channel
2. Reach customer quickly and
efficiently
3. Improve communications
4. Improve cost efficiency
13. Market
Segmentation
Market Segment: a portion
of a larger market whose
needs differ somewhat
from the larger market.
Four steps to
segmentation:
Identify product-related
need sets
Group customers with
similar need sets
Describe each group
Select an attractive
segment(s) to serve
14. Market Segmentation
What is market segmentation?
Market segmentation involves aggregating
prospective buyers into groups that:
• 1. have common needs
• 2. will respond similarly to marketing actions
Why segment the market?
Market segmentation links market needs to an
organization’s marketing programs.
When does an organization
segment the market?
When the potential increase in profits as a result
of segmenting outweigh the costs of segmenting.
15. Bases for
Segmenting
Consumer
Markets
15
Occasions, Benefits,
Uses, or Attitudes
Behavioral
Geographic
Region, City or Metro
Size, Density, Climate
Demographic
Age, Gender, Family size
and Fife cycle, Race,
Occupation, or Income ...
Lifestyle or
Personality
Psychographic
18. Marketing
Strategy
• How will we provide superior
customer value to our target
market?
• Marketing Mix
• The Product
• Communications
• Price
• Distribution
• Service
22. Consumer Behavior is Product – Person – Situation Specific
Personal
Characteristics
Product
Characteristics
Consumption
Situation
Consumer
Behavior
Marketing
Strategy
23. Consumer Lifestyles and Consumer Decisions
Consumer
Lifestyle
Needs/Attitudes
That Influence
Consumption Decisions
Behavior/Experiences
That Influence
Consumption Decisions
Consumer
Choices
26. Essay
Imagine you are a consultant
working with your state or
province’s tourism agency. You
have been asked to advise the
agency of the best promotional
themes to use to attract foreign
tourists.
What would you recommend if
Korea and Netherlands were
two target markets?
Notas del editor
Dispose - menentukan
A complex multimensional process – culture, religion, demographics, lifestyle etc
Require an understanding the process
Collect information about the target
Influence society to buy our product
Social marketing – create the behavior to positive effect
Customers estimate which offer they believe—for whatever reason—will deliver the most perceived value and act on it.
Marketing realization – Globalization, Technology and Social Responsibility
Marketing strategy = total product
Promotion – when, effect, message, target, media
Cust delight
-Focus
Build cust loyalty
Serve like ur boss
Inform the new product
The starting point for understanding consumer behavior is the stimulus-response model shown in Figure 6.1. Marketing and environmental stimuli enter the consumer’s consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. The marketer’s task is to understand what happens in the
consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes—motivation, perception, learning, and memory—fundamentally influence consumer responses
