Point of View PowerPoint

1. CONSUMER MARKETING Heather Nixon
MKT.2100.500

2. WHAT IS
CONSUME
R
BEHAVIOR?
“It is the study of consumers and
the processes they use to choose,
use (consume), and dispose of
products and services.”
(www.marketingteacher.com)
 What do people want?
 What do people need?
 Why do they buy what they
buy?

3. WHY IS CONSUMER BEHAVIOR
IMPORTANT?
"All marketing decisions are based on
assumptions and knowledge of consumer
behavior," (Hawkins and Mothersbaugh, 2007).
Marketers use consumer behavior to decide how to
promote their products to the most shoppers and
gain customer satisfaction and loyalty

4. WHAT ARE SOME THINGS THAT
AFFECT CONSUMER BEHAVIOR?
Environment (culture, family, technology, etc.)
Psychological aspects (motivation, perception,
learning beliefs and attitudes and lifestyle)
Time constraints
Age and occupation
Social Media
Advertising and marketing
Reference Groups

5. FACTORS
AFFECTING
CONSUMER
BEHAVIOR

6. EFFECTS OF OPINION LEADERS ON
CONSUMER PURCHASES
An Opinion Leader is an influential member of a community, group,
or society to whom others turn for advice, opinions, and views.
Opinion leaders are usually people who are more knowledgeable
about a certain product or service than the average consumer. As
such, opinion leaders can shape how a product is viewed’
(Boundless, 2016)
Marketers find and enlist opinion leaders to help sell an idea or
product.
Just because one person may be influential in one community,
doesn’t me they are influential in all groups.

7. CELEBRITY ADS
Shawn Mendes and Calvin Klein Steph Curry and Under Armour

8. EFFECTS OF
SOCIAL MEDIA
ON CONSUMER
MARKETING
“Vloggers, Youtubers and social
media personalities have greatly
influenced consumer behaviour
by trialing, reviewing and
recommending products online
through social media platforms.
These posts are then viewed by
millions of followers everyday.”
(Denniss, Laura)
People on Facebook also
recommend products and
stores so people look to actual
users for information.

9. WHAT IS CONSUMER INVOLVEMENT?
“Consumer involvement is defined as a state of mind
that motivates consumers to identify with
product/service offerings, their consumption patterns
and consumption behavior.” (Sahany)
Levels of Consumer Involvement
Low or Routine – consumer spends of minimal
amount of time picking item
High or Extensive – consumer does a lot of research
and compares several items
Limited – a combination of both high and low
involvement

10. WHAT
PROCESS
DOES THE
CONSUMER
GO
THROUGH
TO
PURCHASE
A
PRODUCT?
1. Recognize the problem
2. Research different options and
products.
3. Evaluate the alternatives
4. Make the actual purchase
5. Review the purchase for satisfaction.

11. THE GRID OF INFLUENCES A CONSUMER
GOES THROUGH – HELPS TO DECIDE HOW
TO MARKET A PRODUCT

12. IN CONCLUSION
Marketers have to understand the
psychological and social influences and
processes a consumer goes through to
actualize how to promote their product.
The marketing strategy changes for different
groups.
A marketer may have many strategies for the
same product.

13. WORKS CITED
https://www.marketingteacher.com/what-is-consumer-
behavior/
http://www.roywaterhouse.com/2011/03/unlocking-art-of-
persuasion.html
https://nptel.ac.in/courses/110105029/pdf%20sahany/Module
.6-16.pdf
https://lauradenniss.wordpress.com/2017/05/21/opinion-
leaders-influencing-consumer-behaviour/