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Introduction to Consumer Behavior

Today's Objectives. Marketing History in Perspective!Take a stroll down marketing pastEvolution of Consumer BehaviorUnderstand a customer orientationDefine consumer behavior!!!What gets exchanged?Introduction to CB pioneers Learn about how CB is studied. A brief history. Marketing and consum

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Introduction to Consumer Behavior

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    1. Introduction to Consumer Behavior Chapter 1

    2. Today’s Objectives Marketing History in Perspective! Take a stroll down marketing past Evolution of Consumer Behavior Understand a customer orientation Define consumer behavior!!! What gets exchanged? Introduction to CB pioneers Learn about how CB is studied

    3. A brief history Marketing and consumer behavior are linked… Pre-industrial Age (up to 1850s)

    4. A brief history Pre-industrial Age The Industrial Revolution (1850s to 1920s) Machine power Shift to a “Manufacturing Orientation”

    5. A brief history Pre-industrial Age The Industrial Revolution Mass communications (1920 to 1960s) Radio and Television Shift to a “Selling Orientation”

    6. A brief history Pre-industrial Age The Industrial Revolution Mass communications The Information Revolution (1960s to 2000) Rise of interactive media (e.g., the Internet) WWW, Apple, Netscape A digital economy Shift toward a “customer orientation”

    7. Evolution of Consumer Behavior

    8. A brief History – 2000 and beyond… What are today’s consumers like? New ways to consume (e.g., online) New things to consume (e.g., digital) New types of consumers? Who are they?

    9. Evolution of Consumer Behavior

    10. What is a Customer Orientation? A customer orientation means understanding consumer wants and needs, the competitive environment, and the nature of the market…and using this knowledge to formulate the firm’s strategies for creating satisfied customers

    11. What is a Customer Orientation? A customer oriented firm recognizes: the consumer is sovereign (autonomous) the consumer is global some consumers are different, some are alike consumers have rights everyone needs to understand consumers

    12. Why Bother? Consumer behavior: Educates and protects consumers Helps formulate public policy Affects personal policy Helps understand consumers’ increasing influence

    13. Three Elements for Marketing Strategy

    14. So What is Consumer Behavior? “The dynamic interaction of affect, cognition, behavior, and the environment by which people conduct the exchange aspects of their lives”

    15. In other words, all the thoughts, feelings, situational influences, and actions involved in the consumption process… But to “consume” a product does not necessarily mean to just eat it… ? Many ways to consume and many behaviors associated with consumption! e.g., Influencing, deciding, buying, paying, using, and disposing… What is Consumer Behavior?

    16. Consumer behavior: Involves interactions Known as exchanges!!!

    17. What Gets Exchanged? So what gets exchanged? Resources! Resource Exchange Theory

    18. Resource Exchange Theory

    19. Resources Money http://www.savekaryn-originalsite.com/ Information http://www.convictsreunited.com/ Goods http://www.ebay.com/ Services http://www.foundmoney.com/ Status http://www.2rateme.com/ Love http://www.chanceforlove.com/main.php?action=browse

    20. What is Consumer Research?

    21. What is “Consumer” Research? “Planning, collection, and analysis of data relevant to consumer decision making and the communication of the results of this analysis to marketing exchanges.” (McDaniel and Gates, 1999)

    22. What is “Consumer” Research? Research is based on the “Scientific Method” Scientific method is a body of techniques for acquiring new knowledge, based on gathering __________, ___________, and ____________ evidence, subject to specific principles of reasoning. Scientific method has its limitations Potential bias, assumptions

    23. History of the Scientific Method

    24. What is “Consumer” Research? Research helps to understand, explain, and/or predict some phenomena. Contributes to our knowledge!!! Many ways to collect and analyze data!

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