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solomon_cb07_ppt_01.ppt
Factors in Consumer Behavior The story of Gail in the marketplace… Demographics Psychographics Opinions and behaviors of others Market segmentation Targeting a brand only to specific groups of consumers rather than to everybody What is Consumer Behavior? The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires Consumer Behavior is a “Process” Actors in Consumer Behavior Consumer: A person who identifies a need or desire, makes a purchase, and then disposes of the product Purchaser vs. user vs. influencer Organization/group as consumer Discussion People play different roles and their consumption behaviors may differ, depending on the particular role they are playing. State whether you agree or disagree with this perspective, giving examples from your personal life. Try to construct a “stage set” for a role you play – specify the props, costumes, and script that you use to play a role (e.g., job interviewee, conscientious student, party animal) Consumers’ Impact Understanding consumer behavior is good business Understanding people/organizations to satisfy consumers’ needs Knowledge and data about customers… …Help to define the market …Identify threats/opportunities to a brand Segmenting Consumers Market Segmentation Similar consumers Example: “Heavy Users” of fast-food industry Segmenting Consumers: Demographics Age Gender Family Structure Marital Status Social Class Income Race Ethnicity Geography Discussion Name some products or services that are widely used by your social group. State whether you agree or disagree with the notion that these products help to form group bonds, supporting your argument with examples from your list of products used by the group. Segmenting Consumers: Lifestyles Psychographics The way we feel about ourselves The things we value The things we do in our spare time Relationship Marketing Success = building lifetime relations
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