presentation with proper examples

1. Introduction to Consumer
Behavior
Chapter 1
Presenter: Arisha Jamil

2. Chapter Objectives
• Understand that
• Consumer Behavior is a process
• Marketers need to understand needs and wants of different consumer
segments
• Our choices as consumers relate in powerful ways to the rest of our lives
• Our reasons and motivations behind consumption are complex and varied
• Many people study consumer behavior with different motivation
• Thus consumer behavior is understood in different ways by different people
• Technology has impacted how consumer behavior is studied.

3. Consumer Behavior is
• A study of the processes involved when individual or groups select,
purchase, use or dispose off products, services, ideas, or experiences
to satisfy needs and desires (Solomon, 2015)
• Consumer Behavior is the decision process & physical activity
individuals engage in when evaluating, acquiring, using or disposing
of goods & services. (Laudon, 2013)

4. Consumer Behavior is a Process

5. Who is Consumer?

6. Who is Consumer?

7. Consumers can be divided

8. Consumer Needs for the same product will
vary according to their contexts

9. Why we may feel we are what we consume
• Self-Concept  some products help establish user identity
• Nostalgic Connections  The product serves as a link with a past
• Interdependence  Some products help us live life and its daily
routine
• Love  Some products help associate emotional bonds of warmth,
passion or other strong emotions

10. Why we consume, what we consume is messy
We will consume a considerable time
exploring this idea as we progress further
in this course.

11. Many People Study Consumer Behavior (p. 28)
Cultural Anthropology
History
Demography
Semiotics/ Literary Criticism
Macroeconomics
Sociology
Social Psychology
Microeconomics
Human Ecology
Developmental Psychology
Clinical Psychology
Experimental Psychology

12. So lets suppose
we wish to
study a
magazine’s
usage we can
study
how
design/
layout is
interpreted
Factors that affect
how much
household spends
on Mag
How age,
gender and
income
impact mag’s
usage
How Social
pressures
affect usage
how
magazine
impacts
body image

13. Key Debates in Consumer Research
Should Consumer Research
Be Qualitative/Quantitative?
Quali? Quanti?
Should Consumer Research Be
Academic/ Applied
Applied Academic

14. Consumers and Technology

15. The Scope

19. Wrapping Up
• Consumer Behavior is a process Involving individuals as well as groups as they
think about, seek information, select between alternatives, purchase and later
think about, evaluate and work with products/services/ ideas/ experiences.
• Consumers can be divided up in groups corresponding to various demographic,
social and other contexts. Each having unique sets of needs and wants
• Consumers choice of product relate in powerful ways to their lives and lifestyles
• Reasons and motivations behind consumption are complex and varied
• Consumer behavior can be studied from various points of views and approaches
• Technology has impacted how marketers and academics study, and respond to
the needs and responses of consumer.