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Consumer Behavior
Introduction
Understanding
consumer behavior:
Mental models for
marketers
Consumer Behavior
Introduction
Mental models for marketers
• knowledge structures that organize our
thinking about how the world works
• mental models indicate which factors should
be considered and how they are related to
each other
• they are useful because they facilitate topdown processing (as opposed to bottom-up
processing)
Consumer Behavior
Introduction
Issues in using mental models
• assembling an arsenal of mental models
for a domain of interest
• retrieving relevant mental models in a
given situation
• being aware of the limitations of mental
models (they may overrepresent and
underrepresent, or even malrepresent,
things)
Consumer Behavior
Introduction
The marketing concept
According to the marketing concept, the
key to reaching organizational goals is to
–
–
–
Consumer Behavior
Introduction
Customer vs. competitor focus
customer centered
no
yes
no
selforientation
customer
orientation
yes
competitor
orientation
market
orientation
competitor
centered
Consumer Behavior
Introduction
The introduction of New Coke
One of the most famous marketing stories is the introduction
of New Coke in 1985. Do some online research (Wikipedia
is a good source) to answer the following questions:
• Why did the Coca-Cola Company decide to reformulate its
flagship soft drink?
• How was the research leading to the reformulation
conducted?
• Do you think Coca-Cola practiced the marketing concept
when introducing New Coke, or when bringing back Coke
Classic? Why or why not?
Consumer Behavior
Introduction
The market-oriented company
all consumers
in the market
Marketing mix
Product
Price
Communication
Target marketing
and positioning
target
market
segment(s)
Distribution
Marketing strategies
of competitors
Consumer Behavior
Introduction
Consumer behavior
The study of consumer behavior is concerned
with the phenomena involved in the acquisition,
usage, and disposition of products by end users.
It deals with all aspects of individual consumer
functioning, including consumers’ interactions
with their environment, with an emphasis on
how consumers respond to marketing influence
attempts.
Consumer Behavior
Introduction
A model of consumer buying behavior
Marketing influences
• Product and price programs
• Marketing communication programs
• Distribution programs
Psychological
background
•
•
•
•
Memory
Perception
Affect
Motivation &
personality
Consumer decision
making process
• Types of purchase
behavior
• Decision making
and choice
• The consumption
experience
• Post-purchase
processes
Environmental
influences
• Physical environmental influences
• Social environmental influences