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Consumer Behavior
What is consumer behavior?
Why do we study consumer behavior?
Consumer Behavior
• The decision process and physical activity
that individuals or groups of individuals or
organizations engage in when:
» evaluating
» acquiring
» using, or
» disposing
of goods and services they expect will
satisfy their needs.
Consumer Behavior Researchers:
• Try to answer the following questions:
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Who buys what?
What is bought? What is the decision process?
Why is something bought?
When is something bought?
Where is something bought?
How often is something bought or consumed?
Development of Consumer
Behavior Research
• Related to marketing orientations
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Production orientation
Product orientation
Selling orientation
Market orientation, marketing concept
Development of Consumer
Behavior Research, continued
• Related to economic and social factors
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Accelerated rate of new product development
Consumer movement
Public policy concerns
Environmental concerns
Growth of international markets
Ethics in Marketing
• Related to the study of consumer behavior
is the issue of ethics, both from the
consumer’s standpoint and the marketer’s
standpoint
– Marketers are often blamed for being unethical
– Consumers also engage in unethical behaviors
Ethical Philosophies
• Teleology
– Utilitariansim; cost/benefit analysis
– Moral worth of a behavior is determined by its
consequences
• Deontology
– Moral worth is determined by the results of a
particular action
– Categorical imperative--willing to have actions
become universal laws applying equally to
everyone
Societal Marketing Concept
• Social responsibility
– Marketers should meet needs of target markets
in ways that improve society as a whole while
fulfilling the objectives of the organization.
– All companies prosper when society prospers.