This document discusses consumer behavior and related concepts from various fields like psychology, sociology, and anthropology. It defines consumer behavior as the process people engage in to search for, select, purchase, use, and dispose of products and services. Companies need to understand factors like who their customers are, how and why they make purchases, and what influences their decisions in order to develop effective marketing strategies. The document also outlines several concepts in marketing like the production, selling, product, and marketing concepts which shifted focus over time from production to understanding customer needs.

2.  The behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy their
needs.
 Belch & Belch: The process and activities people
engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and
services so as to satisfy their needs and desires''

3.  Consumer recognition of a problem in their lives and
the attempt to solve it by buying something.
 How consumers search for things that they need.
 How consumers evaluate the products that they buy.
 What is the impact on dissatisfaction on consumer
purchases?
 How do consumers make purchase decisions?
 What kinds of advertising is the most effective?

4. Companies need to know:
 Who buys their products.
 How they buy
 When and where they buy
 Why they buy
 How they respond to marketing stimuli
 What is Consumer Behavior about
 How, why, where and when consumers make purchase
decisions
 Who influences the decisions
 All these are important questions, which are to be known
to the companies so that they can design and implement
marketing strategies to satisfy the customers.
 Beneficial for the consumer

7.  Concepts from psychology (study of individual)
 Sociology (study of groups)
 Social psychology (how an individual operates in
group)
 Anthropology (influence of society on individual)
 Economics
In psychology, social psychology is
the scientific study of how people's
thoughts, feelings, and behaviors are
influenced by the actual, imagined, or
implied presence of others.
Anthropology is the study of
humans, past and present.
sociocultural anthropology,
biological/physical
anthropology, archaeology,
and linguistics

8. PERSONAL CONSUMER:
The individual who buys goods and services for his or
her own use, for household use, for the use of a family
member, or for a friend.
Organizational Consumer:
A business, government agency, or other institution
(profit or nonprofit) that buys the goods, services,
and/or equipment necessary for the organization to
function.

9. Production Concept
• From the 1850s to the late 1920s
• Companies focus on production capabilities
• Consumer demand exceeded supply
Selling Concept
• From the 1930s to the mid 1950s
• Focus on selling
• Supply exceeded customer demand
Product Concept
Marketing Concept
• 1950s to current - Focus on the customer!
• Determine the needs and wants of specific target markets
• Deliver satisfaction better than competition
War Material
(Availability)
Marketing Myopia
(Features)
Customer
Persuade
Customer oriented
Marketing

10.  Assumes that consumers are interested primarily in
product availability at low prices
 Marketing objectives:
 Cheap, efficient production
 Intensive distribution
 Market expansion

11.  Assumes that consumers will buy the product that
offers them the highest quality, the best performance,
and the most features
 Marketing objectives:
 Quality improvement
 Addition of features
 Tendency toward Marketing Myopia

12.  Assumes that consumers are unlikely to buy a product
unless they are aggressively persuaded to do so
 Marketing objectives:
 Sell, sell, sell
 Lack of concern for customer needs and satisfaction

13.  Assumes that to be successful, a company must
determine the needs and wants of specific target
markets and deliver the desired satisfactions better
than the competition
 Marketing objectives:
 Profits through customer satisfaction

14. A revision of the traditional marketing concept that
suggests that marketers adhere to principles of social
responsibility in the marketing of their goods and
services; that is, they must endeavor to satisfy the
needs and wants of their target markets in ways that
preserve and enhance the well-being of consumers and
society as a whole.
Companies put society's welfare at the top
then the consumers need and the
company’s requirements.

15. A revision of the traditional marketing concept that
suggests that marketers adhere to principles of social
responsibility in the marketing of their goods and
services; that is, they must endeavor to satisfy the
needs and wants of their target markets in ways that
preserve and enhance the well-being of consumers and
society as a whole.

16. Firm’s Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial
sources
4. Social class
5. Subculture and culture
Output
Process
Input
ExternalInfluence
Postpurchase Evaluation
Purchase
1. Trial
2. Repeat purchase
Need
Recognition
Pre-purchase
Search
Evaluation of
Alternatives
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
A Model of
Consumer
Decision
Making