1. Intro to Consumer
Behavior
Consumer behavior--
what is it?
Applications
Consumer Behavior
and Strategy
Elements of strategy
Consumer Analysis
Consumer behavior
outcomes
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 1

2. One Definition
Consumer behavior : the
study of individuals, groups, or
organizations and the processes
they use to select, secure, use,
and dispose of products, services,
experiences, or ideas to satisfy
needs and the impacts that these
processes have on the consumer
and society.
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 2

3. Applications of Consumer
Behavior
Marketing Strategy
Regulatory (Public)
Policy
Social Marketing
Personal Consumer
Skills
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 3

4. Orientations in the Study of
Consumer Behavior
Anthropology
Economics
History and
geography
Psychology
Sociology
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 4

5. Anthropology
The study of people
within and across
cultures
Emphasis on cross-
cultural differences
Questioning of
assumptions within
own culture
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 5

6. Economics
Basic economic issues
Supply and demand
Rational decision making
Perfect information
Emphasis on predicting
behavior
Complications in real life
Behavioral economics—
e.g., “mental accounting”
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 6

7. History and Geography
Origins of behavior,
perspectives, and
traditions
Impact of geography on
individuals
Isolation
Language development
Climate
Geographic determinism
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 7

8. Psychology
Study of human
thinking and behavior
Some issues
Personality
Personal development
Cognition (thinking),
perception
Attention and its
limitations
“Learning”—e.g.,
MKTG 371
acquiredINTRO TO ONSUMER BEHAVIOR
tastes Lars Perner, Instructor 8

9. Sociology
Cultural and
interpersonal
influences on
consumption—e.g.,
Fads, fashions
Diffusion of innovation
Popular culture
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 9

10. Marketing Strategy and
Consumer Behavior
MARKET MARKET
ANALYSIS SEGMENTATION
MARKETING CONSUMER
DECISION OUTCOMES
STRATEGY
PROCESSES
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 10

11. Market Analysis
Components
Consumers
Firms
Competitors
Conditions
(environment)
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12. Market Segmentation
(covered in more detail later)
Product-related need
sets
Segments:
customers with
similar needs and
responses
Segment description
Segment selection
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 12

13. Elements in Marketing
Strategy
Product
Communications
Price
Distribution
Service
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 13

14. Outcomes
Firm Society
Product Economic
position/perception Physical environment
Sales Social welfare
Customer satisfaction
Individual
Need satisfaction
Injurious consumption
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 14

15. The Nature of Consumer
Behavior
External Influences
Internal Influences
Self-Concept
Situations
Experiences and
acquisitions
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 15

16. Why We Buy: Some Issues
Questions academics relatively well:
Whether, how, why?
Questions academics answer less well:
How much?
Which effect is stronger?
What if…?
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 16

17. Why We Buy Issues
“Conversion” and “interception” rates
The “Transition Zone”
Thinking like a consumer who is in the
shopping setting!
A note on exam questions from the text:
You need to have read the book to be
able to answer! (The answers are not
obvious.)
MKTG 371 INTRO TO ONSUMER BEHAVIOR Lars Perner, Instructor 17