Week 1-CB-Intro-.pptx focusing on consumer atttidues

Consumer Behaviiour

1. CONSUMER BEHAVIOR 1- 1 A COURSE TO STUDY

2. SOME BASICS: 1- 2

3. 1- 3 Copyright © 2017 Pearson Education, Inc. What is Consumer Behavior? “The processes involved when individuals or groups select , purchase, use , or dispose of products, services, ideas, or experiences to satisfy needs. ” (Michael Soloman )

4. 1- 4 Copyright © 2017 Pearson Education, Inc. Stages in the Consumption Process

5. CAN MARKETING CREATE NEED? 1- 5 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

6. 1- 6 Segmenting Consumers:

7. Consumers Are Different Heavy Users 80/20 Rule 1- 7

8. 1- 8 Copyright © 2017 Pearson Education, Inc. Popular Culture Music Movies Sports Books Celebrities Entertainment Marketers influence preferences for movie and music heroes, fashions, food, and decorating choices.

9. Consumer-Brand Relationships 1- 9 Copyright © 2017 Pearson Education, Inc. Consumer-Brand Relationships Self-concept attachment – Iphone , Samsung, Nike Nostalgic attachment – Bio Amla , Habib Cooking oil Interdependence – shampoos, soaps Love – AXE , chocolate We find that consumers may develop relationships with brands over time. Self-concept attachment means that the product helps to establish the user’s identity. Nostalgic attachment means the product serves as a link to the consumer’s past. Interdependence means that the product is a part of the user’s daily routine. Love means that the product elicits emotional bonds of warmth, passion, or other strong emotion.

10. 1- 10 Copyright © 2017 Pearson Education, Inc. Learning Objective 4 Our motivations to consume are complex and varied.

11. Learning Objective 5 Technology and culture create a new “always on” consumer. 1- 11 Copyright © 2017 Pearson Education, Inc.

12. The Digital Native: Living a Social [Media] Life B2C e-commerce C2C e-commerce Digital Native Synchronous interactions (text chat) Asynchronous interactions (queries portals) 1- 12 Copyright © 2017 Pearson Education, Inc.

13. For Reflection How has your daily life changed because of social media? What does your virtual life look like? 1- 13 Copyright © 2017 Pearson Education, Inc.

14. 1- 14 Copyright © 2017 Pearson Education, Inc. Disciplines in Consumer Research