Download Introduction

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Street marketing wikipedia , lookup

Touchpoint wikipedia , lookup

Viral marketing wikipedia , lookup

Marketing communications wikipedia , lookup

Social commerce wikipedia , lookup

Advertising management wikipedia , lookup

Shopping wikipedia , lookup

Online shopping wikipedia , lookup

Marketing wikipedia , lookup

Target audience wikipedia , lookup

Digital marketing wikipedia , lookup

Planned obsolescence wikipedia , lookup

Brand loyalty wikipedia , lookup

Social media marketing wikipedia , lookup

Multicultural marketing wikipedia , lookup

Global marketing wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Visual merchandising wikipedia , lookup

Emotional branding wikipedia , lookup

Direct marketing wikipedia , lookup

Target market wikipedia , lookup

Product planning wikipedia , lookup

Food marketing wikipedia , lookup

Advertising campaign wikipedia , lookup

Segmenting-targeting-positioning wikipedia , lookup

Supermarket wikipedia , lookup

Targeted advertising wikipedia , lookup

Youth marketing wikipedia , lookup

Green marketing wikipedia , lookup

Neuromarketing wikipedia , lookup

Marketing channel wikipedia , lookup

Consumer behaviour wikipedia , lookup

Sensory branding wikipedia , lookup

Consumers Rule
Michael J. Kalsher
MGMT 4460/6962
Summer 2014
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.
Who is a Consumer?
A consumer is a person who identifies a need or desire, makes a
purchase, and then disposes of the product.
 user
 influencer
 organization/group as consumer
Stages of Consumption Process
Segmenting Consumers
Statistics that measure
observable aspects of a
population, such as:
 Age
 Gender
 Family structure
 Social class/income
 Race/ethnicity
 Geography
The way we feel about
The things we value
The things we do in our
spare time
The Role of Popular Culture
Marketers influence preferences for movie and music heroes,
fashions, food, and decorating choices.
Consumer-Generated Content
 When
everyday people
voice their opinions
about products, brands,
and companies on
blogs, podcasts, and
social networking sites
such as Facebook
The Meaning of Consumption
 People
often buy products not for what they do, but for
what they mean
 Consumers can develop relationships with brands:
Nostalgic Attachment
Do Marketers Create Artificial Needs?
 The
objective of marketing:
To create awareness that need exists, not to create needs
 Need:
a basic biological motive
 Want:
One way that society has taught us that need can be satisfied
Advertising and Marketing
 Does
advertising foster materialism?
Products are designed to meet existing needs
Advertising only helps to communicate their availability
Advertisers simply do not know enough about people to manipulate
Advertisers are often blamed for promoting a materialistic
society by making their products as desirable as possible.
 Do you agree with this?
If yes, is materialism a bad thing?
If no, what are your reasons?
Public Policy and Consumerism
Department of Agriculture
Federal Trade Commission
Food and Drug
Securities and Exchange
Environmental Protection
Chapter Summary
 Consumer
behavior is a process
 Consumers use products and brands to define their identity
to others
 Consumers from different segments have different needs and
 Consumer behavior benefits from several fields
 There are two major perspectives guiding our study of
consumer behavior