Download consumer behavior and marketing strategy

CHAPTER
1
CONSUMER
BEHAVIOR AND
MARKETING
STRATEGY
1-4
Consumer Behavior and Marketing
Strategy
Consumer behavior is 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.
1-5
Consumer Behavior In The News…
Segmenting the Automobile Market
¾ J.D. Powers Examined Car
Car--Buyer Segments.
¾ Can You Predict the Market for Each Brand?
¾ Honda
H d Ci
Civic
i
¾ Honda Accord
¾ Toyota Sienna Mini Van
¾ Cadillac STS
¾ Lexus LS 430
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.
1-6
1
Consumer Behavior In The News…
Segmenting the Automobile Market
¾ J.D. Powers Examined Car
Car--Buyer Segments.
¾ Can You Predict the Market for Each Brand?
¾ Honda
H d Ci
Civic
i – “teenage
“t
tterror””
¾ Honda Accord – “recent MBA grad”
¾ Toyota Sienna Mini Van – “suburban mom”
¾ Cadillac STS – “mid
“mid--career executive”
¾ Lexus LS 430 – “titan of industry”
Source: D. Kiley, “Sexy or Sensible?” Business Week, January 16, 2006, p. 60-61.
1-7
Applications of Consumer Behavior
1. Marketing Strategy
2 Regulatory
2.
R
l t
Policy
P li
3. Social Marketing
4. Informed Individuals
1-8
Applications of Consumer Behavior
Social marketing is applying marketing strategies
and tactics to alter or create behaviors that have a
positive effect on the targeted individuals or society as
a whole.
For example …
1-9
2
Marketing Strategy and Consumer Behavior
1-10
Market Segmentation
Market segmentation
is a portion of a larger
market whose needs
differ from the larger
market.
1-12
Market Segmentation
Market Segmentation Involves Four Steps:
1. Identifying Product-Related Need Sets
2 Grouping
2.
G
i C
Customers
t
with
ith Si
Similar
il N
Need
dS
Sets
t
3. Describing Each Group
4. Selecting an Attractive Segment(s) to Serve
1-13
3
Marketing Strategy
¾ Marketing Strategy is the answer to the question:
How will we provide superior customer value to our
target market?
¾ This requires the formulation of a consistent
marketing mix,
mix which includes the
1. Product
2. Price
3. Communications
4. Distribution
Distribution, and
5. Services
1-15
Consumer Decisions
The consumer decision process intervenes between
the marketing strategy,
strategy as implemented in the
marketing mix,
mix and the outcomes
outcomes.
The firm can succeed only if consumers see a need
that its product can solve, become aware of the
product and its capabilities, decide that it is the best
available solution, proceed to buy it, and become
satisfied with the result of the purchase.
1-18
Outcomes
Creating Satisfied Customers
1-20
4
The Nature of Consumer Behavior
Overall Conceptual Model of Consumer Behavior
1-21
The Nature of Consumer Behavior
External Influences
The following are the major external
influences:
• Culture
C lt
• Demographics and social stratification
• Ethnic, religious, and regional subcultures
• Families and households
• Groups
1-22
The Nature of Consumer Behavior
Internal Influences
Internal influences include:
• Perception
• Learning
• Memory
• Motives
• Personality
•Emotions
•Attitudes
1-23
5
The Nature of Consumer Behavior
Self--Concept and Lifestyle
Self
Self-concept is the totality of
Selfan individual’s thoughts and
feelings about oneself.
Lifestyle is how one lives,
including the products one
buys, how one uses them,
what one thinks about them,
and how one feels about them.
1-24
The Nature of Consumer Behavior
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.
Using Outdoor Media to Trigger Problem Recognition
1-25
6