Cb introduction, scope, importance ,imp; interdisciplinary nature
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This document discusses consumer behavior and related concepts from various fields like psychology, sociology, and anthropology. It defines consumer behavior as the process people engage in to search for, select, purchase, use, and dispose of products and services. Companies need to understand factors like who their customers are, how and why they make purchases, and what influences their decisions in order to develop effective marketing strategies. The document also outlines several concepts in marketing like the production, selling, product, and marketing concepts which shifted focus over time from production to understanding customer needs.
Cb introduction, scope, importance ,imp; interdisciplinary nature
- 2. The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Belch & Belch: The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires''
- 3. Consumer recognition of a problem in their lives and the attempt to solve it by buying something. How consumers search for things that they need. How consumers evaluate the products that they buy. What is the impact on dissatisfaction on consumer purchases? How do consumers make purchase decisions? What kinds of advertising is the most effective?
- 4. Companies need to know: Who buys their products. How they buy When and where they buy Why they buy How they respond to marketing stimuli What is Consumer Behavior about How, why, where and when consumers make purchase decisions Who influences the decisions All these are important questions, which are to be known to the companies so that they can design and implement marketing strategies to satisfy the customers. Beneficial for the consumer
- 7. Concepts from psychology (study of individual) Sociology (study of groups) Social psychology (how an individual operates in group) Anthropology (influence of society on individual) Economics In psychology, social psychology is the scientific study of how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others. Anthropology is the study of humans, past and present. sociocultural anthropology, biological/physical anthropology, archaeology, and linguistics
- 8. PERSONAL CONSUMER: The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Organizational Consumer: A business, government agency, or other institution (profit or nonprofit) that buys the goods, services, and/or equipment necessary for the organization to function.
- 9. Production Concept • From the 1850s to the late 1920s • Companies focus on production capabilities • Consumer demand exceeded supply Selling Concept • From the 1930s to the mid 1950s • Focus on selling • Supply exceeded customer demand Product Concept Marketing Concept • 1950s to current - Focus on the customer! • Determine the needs and wants of specific target markets • Deliver satisfaction better than competition War Material (Availability) Marketing Myopia (Features) Customer Persuade Customer oriented Marketing
- 10. Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: Cheap, efficient production Intensive distribution Market expansion
- 11. Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: Quality improvement Addition of features Tendency toward Marketing Myopia
- 12. Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: Sell, sell, sell Lack of concern for customer needs and satisfaction
- 13. Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Marketing objectives: Profits through customer satisfaction
- 14. A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole. Companies put society's welfare at the top then the consumers need and the company’s requirements.
- 15. A revision of the traditional marketing concept that suggests that marketers adhere to principles of social responsibility in the marketing of their goods and services; that is, they must endeavor to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.
- 16. Firm’s Marketing Efforts 1. Product 2. Promotion 3. Price 4. Channels of distribution Sociocultural Environment 1. Family 2. Informal sources 3. Other noncommercial sources 4. Social class 5. Subculture and culture Output Process Input ExternalInfluence Postpurchase Evaluation Purchase 1. Trial 2. Repeat purchase Need Recognition Pre-purchase Search Evaluation of Alternatives Psychological Field 1. Motivation 2. Perception 3. Learning 4. Personality 5. Attitudes Experience A Model of Consumer Decision Making