พฤติกรรมผู้บริโภค

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พฤติกรรมผู้บริโภค บทที่ 1 ความสำคัญของการศึกษา พฤติกรรมผู้บริโภค

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พฤติกรรมผู้บริโภค

  1. 1. Chapter 1: Concepts and Importance of Consumer Behavioro What is Consumer Behavioro Buyer, Customer and Consumero Types of Consumero Factors Influencing Consumer Behavioro Models of Consumer Behavioro Consumer Behavior Studieso Consumer Behavior Trendso The Importance of Consumer Behavioro Consumer Behavior and Marketing Management
  2. 2. Concepts and Importance of Consumer Behavior What is Consumer Behavior? Why? Psychology Human Behavior Sociology Anthropology Why? Psychology Application Consumer Marketing Behavior Management Sociology Anthropology
  3. 3. Concepts and Importance of Consumer Behavior What is Consumer Behavior? What is Consumer Behavior? Schiffman and Kanuk (2010: 23) define consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of product and services that they expect will satisfy their needs.
  4. 4. Concepts and Importance of Consumer Behavior What is Consumer Behavior? What is Consumer Behavior? Consuming Activities Affecting Factors Consumer Behavior Consumer Responses Economics
  5. 5. Concepts and Importance of Consumer Behavior Buyer, Customer and Consumer Buyer, Customer and Consumer “Buyer” is any person who contracts to acquire products or services. The term "customer" is typically used to refer to someone who regularly purchases from a particular store or company. The term "Consumer" more generally refers to anyone engaging in any of the activities used in definition of consumer and Bitta (1993: 5) Loudon behavior.
  6. 6. Concepts and Importance of Consumer Behavior Types of Consumer Types of Consumer Personal consumers Organizational consumers o Industrial consumers o Institutional consumers o State consumers • Initiators • Initiators • Influencers • Influencers • Deciders • Deciders • Buyer • Buyer • User • Uses • Approvers • Gatekeepers
  7. 7. Concepts and Importance of Consumer Behavior Factors Influencing Consumer Behavior Factors Influencing Consumer Behavior Internal Factors Consumer Marketing Activities Behavior External Factors
  8. 8. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Smith and Taylor (Stimulus-response model or Black box model) Input Black Outp s box uts Stimulus Intervening Response variables variables variables
  9. 9. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Meldrum and McDonald Model External factors Buyer’s black box Outcomes o Economic Characteristics o Product condition o Culture form o New o Social context o Brand technology o Family values o Retail o Media o Psychology outlet o Law and profile o Value politics Personal o Form of o Social circumstances payment culture o Socio-economic o Timing of o Marketing position purchase mix o Lifecycle stage o Lifestyle o Access to credit Decision process o Recognition of need o Information search o Evaluation
  10. 10. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Blythe Model Cognition Personal and Environment Consumer Affect Conation behavior al factors
  11. 11. Schiffman and Kanuk Model (10th Ed.) Motivation = Drive (Fulfill Needs) Perception = Image in Mind Learning = Knowledge Personality = Habit Attitude = Like or Dislike
  12. 12. Concepts and Importance of Consumer Behavior Consumer Behavior StudiesStudy Topics Wh o Ho Wh w at Cust omer Wh Beha Wh om vior en Wh Wh ere y
  13. 13. Concepts and Importance of Consumer Behavior Consumer Behavior StudiesConsumer Behavior Studies Economics Sociology Cust omer Beha vior Psychology Anthropology
  14. 14. Concepts and Importance of Consumer Behavior Consumer Behavior Trends Consumer Trends o From Product Focus to Customer Focus o Fragmented Market o Time Value o Customization o Internet
  15. 15. Concepts and Importance of Consumer Behavior The Importance of Consumer Behavior The Importance of Consumer Behavior o Marketing manager o Ethicists and advocacy groups o Public policy makers and regulators o Academics o Consumers and society
  16. 16. Concepts and Importance of Consumer Behavior Consumer Behavior and Marketing ManagementConsumer Behavior and Marketing Management Prod Marke uct ting Serv Strate ice gies Positi Custo Pric oning mer e Behav ior Targ et Plac Mark e et Commun Prom ication otion
  17. 17. End of Chapter 1: Concept and Importance of Consumer Behavior

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