Chapter 1 Consumer Behavior Meeting Changes and Challenges

BUS 450 CHAPTER !E Consumer Behavior: Meeting Changes and Challenges

"earning #$e%tives 1. To Under Understan stand d What What Consum Consumer er Behav Behavior ior Is and and the Diferent Types o Consumers. 2. To Unders Understand tand the the Rela Relatio tionshi nship p Betwee Between n Consumer Behavior and the th e ar!etin" ar!etin" Con#ept$ the %o#ietal %o#ietal ar!etin" ar!etin" Con#ept$ Con#ept$ as Well as %e"mentation$ Tar"etin"$ and &ositionin". '. To Unders Understand tand the the Rela Relatio tionshi nship p Betwee Between n Consumer Behavior and Customer (alue$ %atisa#tion$ Trust$ and Retention. ). To Understand Understand *ow +ew +ew Te#hnol Te#hnolo"ies o"ies ,re -nalin" ar!eters to Better %atisy the +eeds and Wants Wants o Consumers.

"earning #$e%tives &%ontinued' . To Understand Understand *ow ar! ar!eters eters ,re ,re In#reasin"ly ,le to Rea#h Consumers Wherever Consumers Wish to Be Rea#hed. . To Understand Understand *ow the World3 World3s s -#onomi# -#onomi# Condition Is 4eadin" to Consumption Instaility and Chan"e. 5. To Understand Understand the a!eup a!eup and Compositio Composition n o a odel o Consumer Behavior. 6. To Understand Understand the %tru#tur %tru#ture e o This Boo! Boo!

To (hi%h Segment o)  Consumers (ill This Ad A**eal+

A Segment o) Consumers (ho are Environmentall, Con%erned

Consumer Behavior •

 The ehavior that #onsumers display in sear#hin" or$ pur#hasin"$ usin"$ evaluatin"$ and disposin" o produ#ts and servi#es that they e7pe#t will satisy their needs.

T-o Consumer Entities

.evelo*ment o) the Mar/eting Mar/ eting Con%e*t Con%e*t

Produ%tion rientation •

•

•

8rom the 16/s to the late 192/s Companies o#us on produ#tion #apailities Consumer demand e7#eeded e7#eeded supply

Sales rientatio rientation n •

8rom the 19'/s to the mid 19/s

•

8o#us on sellin"

•

%upply e7#eeded e7#eeded #ustomer demand

Mar/eting Mar/ eting Con%e*t Con%e*t •

•

•

19/s to #urrent : 8o#us on the #ustomer; Determine the needs and wants o spe#i