Ch 01 student slides

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Ch 01 student slides

  1. 1. © 2009 South-Western, a division of Cengage Learning. Chapter 1: What is CB, and Why Should I Care? Babin/Harris
  2. 2. © 2009 South-Western, a division of Cengage Learning. 1-2 Learning Outcomes 1. Understand the meaning of consumption and consumer behavior. 2. Describe how consumers get treated differently in different types of exchange environments. 3. Explain the role of consumer behavior in business and society. 4. Be familiar with basic approaches to studying consumer behavior. 5. Describe why consumer behavior is so dynamic and how recent trends affect consumers.
  3. 3. © 2009 South-Western, a division of Cengage Learning. 1-3 CB Perspectives  Human thought and actions  Field of study LO1
  4. 4. © 2009 South-Western, a division of Cengage Learning. 1-4 Consumer Behavior as Human Behavior  Consumer Behavior  Consumption LO1
  5. 5. © 2009 South-Western, a division of Cengage Learning. 1-5 The Basic Consumption Process  Need  Want  Exchange  Costs and Benefits  Reaction  Value LO1
  6. 6. © 2009 South-Western, a division of Cengage Learning. 1-6 CB as a Field of Study  Economics  Psychology  Social psychology  Cognitive psychology  Marketing  Sociology  Anthropology LO1
  7. 7. © 2009 South-Western, a division of Cengage Learning. 1-7 Why are consumers treated differently?  How competitive is the marketing environment?  How dependent is the marketer on repeat business? LO2
  8. 8. © 2009 South-Western, a division of Cengage Learning. 1-8 Some Terminology  Consumer (customer) orientation  Marketing orientation  Relationship marketing  Touchpoints LO2
  9. 9. © 2009 South-Western, a division of Cengage Learning. 1-9 Why Study CB?  Input to business/marketing strategy  Force that shapes society  Input to making responsible decisions as a consumer LO3
  10. 10. © 2009 South-Western, a division of Cengage Learning. 1-10 Business Orientations  Undifferentiated marketing  Differentiated marketing  Niche marketing LO3
  11. 11. © 2009 South-Western, a division of Cengage Learning. 1-11 CB and Personal Growth  Studying CB helps consumers make better decisions by understanding: 1. Consequences associated with poor budget allocation. 2. The role of emotions in consumer decision making. 3. Avenues for seeking redress for unsatisfactory purchases. 4. Social influences on decision making, including peer pressure. 5. The effect of the environment on consumer behavior. LO3
  12. 12. © 2009 South-Western, a division of Cengage Learning. 1-12 Approaches to Studying CB  Interpretive Research  Seeks to explain the inner meanings and motivations associated with specific consumption experiences.  Qualitative  Researcher- dependent  Quantitative Research  Addresses questions about CB using numerical measurement and analysis tools.  Not researcher- dependent LO4
  13. 13. © 2009 South-Western, a division of Cengage Learning. 1-13 Trends  Internationalization  Changing communications  Changing economy  Technological changes  Changing demographics LO5

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