1) The document discusses consumer behavior and why it is important to learn about, specifically looking at why consumers choose certain products over others and the reasons and results of their choices. 2) It examines market share and gaps for different products like phones, soft drinks, and clothing to see how well products are meeting consumer needs and where there is room for new product development. 3) The key aspects of consumer behavior it outlines are what, when, where, why, and how consumers choose as well as the thought, decision, and behavior processes involved to understand how to target customer needs and influence their buying decisions.

1. CONSUMER BEHAVIOR
Aj.Thamonwan Theerabunchorn

2. WHY ?
We have to “LEARN” this …..

3. Which one you choose?
A B
• Reason
• Result

4. Which one you choose?
A B
• Reason
• Result

5. Which one you choose?
BA
• Reason
• Result

6. CUSTOMER ROLE
iPhone(%)
vs
Samsung(%)
They make market share!
Coke(%)
vs
Pepsi(%)
จีบรอบ(%)
vs
ทรงเอ(%)
Product meets customer needs
= REVERNUE

7. CUSTOMER ROLE
Mobile
Phone
MK Gap(%)
They make market GAP!
Soft Drink
MK Gap(%)
กระโปรง
นักศึกษา
MK
Gap(%)
= Product dosen’t meet needs
= New Product Development/Innovation

8. Learning of ABOUT consumer CHOOSE
CONSUMER BEHAVIOR
What
When
Where
Why
How
Know how to attack
• Customer Needs and let them
• Make decision to BUY !

9. CONSUMER BEHAVIOR
THOUGHT DECISION BEHAVIOR