消费者行为学 第2版 英文ppt ch01tc.pptVIP

Slide 1 Chapter 1Understanding Consumer Behavior and Consumer Research © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 2 CHAPTER OBJECTIVES Objective 1—Define consumer behavior. Objective 2—Explain why it is important to understand consumer behavior. Objective 3—Describe how the study of consumer behavior has evolved as a scientific field of study. Objective 4—Discuss how consumer behavior is specifically examined and measured through marketing research. Objective 5—Provide examples of various methods for collecting consumer research data. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 3 CONSUMER BEHAVIOR DEFINED Consumer activities associated with the purchase, use, and disposal of goods and services. Consumers’ emotional, mental, and behavioral responses to marketing activities. Consumer Responses Affect Cognition Behavior Consumer Activities Purchase Use Disposal Consumer Behavior © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 4 INDIVIDUAL vs. ORGANIZATIONAL Individual consumers purchase goods and services to: Satisfy their own personal needs and wants. Satisfy the needs and wants of other individuals. Organizational consumers purchase goods and services to: Produce other good or services. Resell goods and services. Help manage their organizations. © 2015 Cengage Learning. All Rights Reserved. May not be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part. Slide 5 CONSUMER ACTIVITIES PURCHASE ACTIVITIES Gathering and evaluating information Purchase/transaction method Additional services (e.g., warranties) © 20