1. Business Marketing
CONSUMER
BEHAVIOR

3. Consumer Behavior
Consumer Behavior involves the use and disposal of products as well
as the study of how they are purchase.

4. What is Consumer Behavior
How consumers think, feel, reason, and select between different choices,
brands, and products.
How the consumer is influenced by his or her environment e.g., culture,
family, signs, media.
How consumer motivation and decision strategies differ between
products that differ in their level of importance or interest that they entail
for the consumer

5. Behavior
Behavior occurs for the individual a group (e.g., friends
influence what kinds of clothes a person wears)
Business people on the job make decisions as to which products
the firm should use.

6. Marketing Strategy
Consumers are more receptive to food advertising when they are
hungry.
The introduction of new products must be well financed so that they can
stay afloat until their products are profitable.
It is important to stratify new customers, since they will influence many
of their peers and customers’ brand choices.

7. Social Marketing
Involves getting information to consumers rather than selling something

8. Culture
Culture is something that is learned rather than instinctive.
Conscious awareness of cultural standards
Warning about stereotyping
Often significant individual differences within cultures.

9. Decision Making
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Stage
Post-Purchase Stage.

10. Decision Making
Consumer Involvement
Compensatory Decision
Variety Seeking
Impulse purchases

11. Extensive Decision
Making
Products may be new
Expensive
Complex
Important to consumer

12. Decision Making
Whether to buy
Which product to buy
Which brand to buy
Where to buy it
When to buy

13. Informational
Search
Internal and External
Competitors
Complexity of the product

14. Group Influence
Inspirational Reference
Associative Reference
Dissociative Reference
Primary Reference
Secondary Reference

15. Mallows Hierarchy
Of Needs
Physiological Needs
Safety & Security Needs
Social Needs
Ego Needs
Self actualization Needs

16. Hierarchy Of
Needs
Goods have different consumer priority, their position in hierarchy
corresponds to their priority
Needs cyclically arise in every period as a demand for specific types of
good
Consumer satisfies her needs starting with prime one and moving down
the hierarchy
If a consumer cannot satisfy her need due to slack of good in the
market, she will accumulate this need for the next period.

17. Bases Of
Segmentation
Geographic :Nations, regions, states
Demographic :Age, gender, family size, income
Psychographic :Social class, lifestyle, personality, AIO inventories
Behavioral :Usage rate, occasion for use, benefits,loyalty

18. Lifestyle Sel-
Concept
Lifestyle: pattern of living
Self-concept: -- buy a product because“it’s me!”
Branding and Self-Concept

19. Mohanad Mohammed
Business Consultant