Submit Search
Upload
Lecture 1(cb august 2013)
âą
Download as PPT, PDF
âą
0 likes
âą
189 views
Towsif Ahmed
Follow
Consumer Behavior
Read less
Read more
Marketing
Report
Share
Report
Share
1 of 29
Download now
Recommended
Consumer green behavior for green products
Consumer green behavior for green products
Vishwajit Kathe
Â
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...
IAEME Publication
Â
Consumer buying behaviour & STP-dental market
Consumer buying behaviour & STP-dental market
Reema Jagtap
Â
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
Tanushree Bhowmick
Â
J & J Final Presentation 9-49pm.pptx
J & J Final Presentation 9-49pm.pptx
Musa Ellison
Â
Sustainable Marketing & Development
Sustainable Marketing & Development
Alex Brewers
Â
Consumer Behavoiur PPT- 1
Consumer Behavoiur PPT- 1
Ravinder Singh
Â
Green Branding
Green Branding
Saumitra Singh
Â
Recommended
Consumer green behavior for green products
Consumer green behavior for green products
Vishwajit Kathe
Â
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...
IAEME Publication
Â
Consumer buying behaviour & STP-dental market
Consumer buying behaviour & STP-dental market
Reema Jagtap
Â
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
GREEN MARKETING - AN ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS GREEN PRODUCTS
Tanushree Bhowmick
Â
J & J Final Presentation 9-49pm.pptx
J & J Final Presentation 9-49pm.pptx
Musa Ellison
Â
Sustainable Marketing & Development
Sustainable Marketing & Development
Alex Brewers
Â
Consumer Behavoiur PPT- 1
Consumer Behavoiur PPT- 1
Ravinder Singh
Â
Green Branding
Green Branding
Saumitra Singh
Â
Green Branding
Green Branding
Evan Pathiratne
Â
Chap 5
Chap 5
komol0907
Â
Chapter 6 Consumer Decision Making with NOTES
Chapter 6 Consumer Decision Making with NOTES
Earlene McNair
Â
A Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards Laptops
Shashank Tripathi
Â
Impact of Advertisement on youth
Impact of Advertisement on youth
Swapnil Patel
Â
Berry products case: product concept & marketing modeling via facebook
Berry products case: product concept & marketing modeling via facebook
Ksenia Zazhigina
Â
Consumers green purchase intention
Consumers green purchase intention
Afzaal Ali
Â
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
Rahul Gulaganji
Â
Synopsis
Synopsis
Sandeep Kumar
Â
19820 article text-28823-1-10-20200424
19820 article text-28823-1-10-20200424
waqasfarooq33
Â
Kotlermm14ch04dppt 5
Kotlermm14ch04dppt 5
Youth for Better Future
Â
Promotional productions-influence-consumer-behavior
Promotional productions-influence-consumer-behavior
Kim Gravel Wood
Â
Cb
Cb
Silky Yadav
Â
15 article text-103-2-10-20201125
15 article text-103-2-10-20201125
waqasfarooq33
Â
final MRP
final MRP
Usman Khan
Â
Tec 2010 Target 9 23 09
Tec 2010 Target 9 23 09
John A. Seifert
Â
Consumer markets
Consumer markets
FLYMAN TECHNOLOGY LIMITED
Â
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
psbsrch123
Â
5 Effective Marketing Strategies for Green Businesses
5 Effective Marketing Strategies for Green Businesses
Melanie Chursinoff
Â
Project report on green marketing
Project report on green marketing
Himanshu Joshi
Â
C.B.
C.B.
Ashish Hande
Â
Mg 101 organizational environment ppt-1st sem 2014-15
Mg 101 organizational environment ppt-1st sem 2014-15
Rinolveda
Â
More Related Content
What's hot
Green Branding
Green Branding
Evan Pathiratne
Â
Chap 5
Chap 5
komol0907
Â
Chapter 6 Consumer Decision Making with NOTES
Chapter 6 Consumer Decision Making with NOTES
Earlene McNair
Â
A Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards Laptops
Shashank Tripathi
Â
Impact of Advertisement on youth
Impact of Advertisement on youth
Swapnil Patel
Â
Berry products case: product concept & marketing modeling via facebook
Berry products case: product concept & marketing modeling via facebook
Ksenia Zazhigina
Â
Consumers green purchase intention
Consumers green purchase intention
Afzaal Ali
Â
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
Rahul Gulaganji
Â
Synopsis
Synopsis
Sandeep Kumar
Â
19820 article text-28823-1-10-20200424
19820 article text-28823-1-10-20200424
waqasfarooq33
Â
Kotlermm14ch04dppt 5
Kotlermm14ch04dppt 5
Youth for Better Future
Â
Promotional productions-influence-consumer-behavior
Promotional productions-influence-consumer-behavior
Kim Gravel Wood
Â
Cb
Cb
Silky Yadav
Â
15 article text-103-2-10-20201125
15 article text-103-2-10-20201125
waqasfarooq33
Â
final MRP
final MRP
Usman Khan
Â
Tec 2010 Target 9 23 09
Tec 2010 Target 9 23 09
John A. Seifert
Â
Consumer markets
Consumer markets
FLYMAN TECHNOLOGY LIMITED
Â
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
psbsrch123
Â
5 Effective Marketing Strategies for Green Businesses
5 Effective Marketing Strategies for Green Businesses
Melanie Chursinoff
Â
Project report on green marketing
Project report on green marketing
Himanshu Joshi
Â
What's hot
(20)
Green Branding
Green Branding
Â
Chap 5
Chap 5
Â
Chapter 6 Consumer Decision Making with NOTES
Chapter 6 Consumer Decision Making with NOTES
Â
A Study on Students Buying Behavior towards Laptops
A Study on Students Buying Behavior towards Laptops
Â
Impact of Advertisement on youth
Impact of Advertisement on youth
Â
Berry products case: product concept & marketing modeling via facebook
Berry products case: product concept & marketing modeling via facebook
Â
Consumers green purchase intention
Consumers green purchase intention
Â
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...
Â
Synopsis
Synopsis
Â
19820 article text-28823-1-10-20200424
19820 article text-28823-1-10-20200424
Â
Kotlermm14ch04dppt 5
Kotlermm14ch04dppt 5
Â
Promotional productions-influence-consumer-behavior
Promotional productions-influence-consumer-behavior
Â
Cb
Cb
Â
15 article text-103-2-10-20201125
15 article text-103-2-10-20201125
Â
final MRP
final MRP
Â
Tec 2010 Target 9 23 09
Tec 2010 Target 9 23 09
Â
Consumer markets
Consumer markets
Â
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch
Â
5 Effective Marketing Strategies for Green Businesses
5 Effective Marketing Strategies for Green Businesses
Â
Project report on green marketing
Project report on green marketing
Â
Similar to Lecture 1(cb august 2013)
C.B.
C.B.
Ashish Hande
Â
Mg 101 organizational environment ppt-1st sem 2014-15
Mg 101 organizational environment ppt-1st sem 2014-15
Rinolveda
Â
consumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two three
mahijogin
Â
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Diane Waight
Â
Colgate DTC branding strategy
Colgate DTC branding strategy
Ashwath Krishnan
Â
Eco Align Overview Sep 2009
Eco Align Overview Sep 2009
Andrea Fabbri
Â
Green Products And Corporate Strategy
Green Products And Corporate Strategy
International Islamic University Islamabad
Â
The Effect of Trademark on Consumer Behavior
The Effect of Trademark on Consumer Behavior
Business, Management and Economics Research
Â
Sustainability marketing strategy 3
Sustainability marketing strategy 3
Erik Foley
Â
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
Cedric Toppo
Â
Jeetendra synopsis
Jeetendra synopsis
Jeetendra Pathak
Â
1 CB Introduction 2023.pptx
1 CB Introduction 2023.pptx
RakshithVShet
Â
1 CB Introduction 2023.pptx
1 CB Introduction 2023.pptx
RakshithVShet
Â
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
Business, Management and Economics Research
Â
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
Business, Management and Economics Research
Â
Storytelling for Organizational Engagement: Selling Sustainability Internally
Storytelling for Organizational Engagement: Selling Sustainability Internally
Sustainable Brands
Â
Effect of branding on consumer buying behaviour
Effect of branding on consumer buying behaviour
Shashank Srivastav
Â
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
RohitPawar477072
Â
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
RohitPawar477072
Â
A comparative study on consumer behaviour about colgate and pepsodent ...
A comparative study on consumer behaviour about colgate and pepsodent ...
Anand Gupta
Â
Similar to Lecture 1(cb august 2013)
(20)
C.B.
C.B.
Â
Mg 101 organizational environment ppt-1st sem 2014-15
Mg 101 organizational environment ppt-1st sem 2014-15
Â
consumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two three
Â
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...
Â
Colgate DTC branding strategy
Colgate DTC branding strategy
Â
Eco Align Overview Sep 2009
Eco Align Overview Sep 2009
Â
Green Products And Corporate Strategy
Green Products And Corporate Strategy
Â
The Effect of Trademark on Consumer Behavior
The Effect of Trademark on Consumer Behavior
Â
Sustainability marketing strategy 3
Sustainability marketing strategy 3
Â
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
A STUDY OF CONSUMER PURCHASE DECISION ON HOUSEHOLD ELECTRIC APPLIANCES IN KOL...
Â
Jeetendra synopsis
Jeetendra synopsis
Â
1 CB Introduction 2023.pptx
1 CB Introduction 2023.pptx
Â
1 CB Introduction 2023.pptx
1 CB Introduction 2023.pptx
Â
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
Â
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
Â
Storytelling for Organizational Engagement: Selling Sustainability Internally
Storytelling for Organizational Engagement: Selling Sustainability Internally
Â
Effect of branding on consumer buying behaviour
Effect of branding on consumer buying behaviour
Â
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
Â
Scope and Application of Consumer Behaviour.ppt
Scope and Application of Consumer Behaviour.ppt
Â
A comparative study on consumer behaviour about colgate and pepsodent ...
A comparative study on consumer behaviour about colgate and pepsodent ...
Â
Recently uploaded
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship Deck
Toluwanimi Balogun
Â
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surges
PushON Ltd
Â
Call Girls in Lajpat Nagar Delhi đŻCall Us đ8264348440đ
Call Girls in Lajpat Nagar Delhi đŻCall Us đ8264348440đ
soniya singh
Â
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
dstvtechnician
Â
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
VWO
Â
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
SouvikRay24
Â
ASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
Ali Raza
Â
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
collette15
Â
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Scalenut
Â
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Damien ROBERT
Â
ćźć¶(ULVæŻäžèŻäčŠ)ææ性ćŠæŻäžèŻæ绩ććçäžæŻäž
ćźć¶(ULVæŻäžèŻäčŠ)ææ性ćŠæŻäžèŻæ绩ććçäžæŻäž
s SS
Â
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
DEVARAJV16
Â
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Search Engine Journal
Â
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
Hugues Rey
Â
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
Â
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Demandbase
Â
Call Girls In Aerocity Delhi â€ïž8860477959 Good Looking Escorts In 24/7 Delhi NCR
Call Girls In Aerocity Delhi â€ïž8860477959 Good Looking Escorts In 24/7 Delhi NCR
lizamodels9
Â
Content Marketing For A Travel Website On The Examples Of: Booking.com; TripA...
Content Marketing For A Travel Website On The Examples Of: Booking.com; TripA...
robertpresz7
Â
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Jomer Gregorio
Â
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
dgtivemarketingagenc
Â
Recently uploaded
(20)
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship Deck
Â
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surges
Â
Call Girls in Lajpat Nagar Delhi đŻCall Us đ8264348440đ
Call Girls in Lajpat Nagar Delhi đŻCall Us đ8264348440đ
Â
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
Â
Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
Â
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
DIGITAL MARKETING COURSE IN BTM -Influencer Marketing Strategy
Â
ASO Process: What is App Store Optimization
ASO Process: What is App Store Optimization
Â
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
BrightonSEO - Addressing SEO & CX - CMDL - Apr 24 .pptx
Â
Mastering SEO in the Evolving AI-driven World
Mastering SEO in the Evolving AI-driven World
Â
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Avoid the 2025 web accessibility rush: do not fear WCAG compliance
Â
ćźć¶(ULVæŻäžèŻäčŠ)ææ性ćŠæŻäžèŻæ绩ććçäžæŻäž
ćźć¶(ULVæŻäžèŻäčŠ)ææ性ćŠæŻäžèŻæ绩ććçäžæŻäž
Â
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
Â
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Â
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
Â
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of March 2024-EOLiSurvey (EN).pdf
Â
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Digital Marketing Spotlight: Lifecycle Advertising Strategies.pdf
Â
Call Girls In Aerocity Delhi â€ïž8860477959 Good Looking Escorts In 24/7 Delhi NCR
Call Girls In Aerocity Delhi â€ïž8860477959 Good Looking Escorts In 24/7 Delhi NCR
Â
Content Marketing For A Travel Website On The Examples Of: Booking.com; TripA...
Content Marketing For A Travel Website On The Examples Of: Booking.com; TripA...
Â
2024 SEO Trends for Business Success (WSA)
2024 SEO Trends for Business Success (WSA)
Â
Influencer Marketing Power point presentation
Influencer Marketing Power point presentation
Â
Lecture 1(cb august 2013)
1.
COPYRIGHT © 2012
Cengage Learning Asia Roger D. Blackwell Paul W. Miniard James F. Engel Pai Di-ching; Norjaya Mohd. Yasin; Wan Jooria Hood Consumer Behavior
2.
COPYRIGHT © 2012
Cengage Learning Asia
3.
COPYRIGHT © 2012
Cengage Learning Asia What Is Consumer Behavior? Activities people undertake when obtaining, consuming, and disposing of products and services
4.
COPYRIGHT © 2012
Cengage Learning Asia ObtainingObtaining ConsumingConsuming DisposingDisposing ConsumerConsumer InfluencesInfluences OrganizationalOrganizational InfluencesInfluences Consumer Behavior
5.
COPYRIGHT © 2012
Cengage Learning Asia ConsumerConsumer InfluencesInfluences OrganizationalOrganizational InfluencesInfluences Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Feelings Motivations Past Experiences Peer Groups Knowledge Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability
6.
COPYRIGHT © 2012
Cengage Learning Asia ObtainingObtaining ConsumingConsuming DisposingDisposing âąHow you decide you want to buy âąOther products you consider buying âąWhere you buy âąHow you pay for product âąHow you transport product home âąHow you use the product âąHow you store the product in your home âąWho uses the product âąHow much you consume âąHow product compares with expectations âąHow you get rid of remaining product âąHow much you throw away after use âąIf you resell items yourself or through a consignment store âąHow you recycle some products
7.
COPYRIGHT © 2012
Cengage Learning Asia What Is Consumer Behavior? Activities people undertake when obtaining, consuming, and disposing of products and services A field of study that focuses on consumer activities Scope goes beyond just why and how people buy to include consumption analysis
8.
COPYRIGHT © 2012
Cengage Learning Asia Consumption Analysis Why and how people use products in addition to why and how they buy
9.
COPYRIGHT © 2012
Cengage Learning Asia The Marketing Concept The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
10.
COPYRIGHT © 2012
Cengage Learning Asia The Marketing Concept The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives Satisfaction with an exchange depends on satisfaction with consumption of product and the exchange of money
11.
COPYRIGHT © 2012
Cengage Learning Asia Why Study Consumer Behavior? Consumer Behavior Determines the Economic Health of a Nation Consumer Behavior Determines the Success of Marketing Programs Consumer Behavior Determines the Economic Health of Everyone Consumer Behavior Helps Formulate Public Policy
12.
COPYRIGHT © 2012
Cengage Learning Asia Why Study Consumer Behavior? Consumer Behavior Determines the Success of Marketing Programs Marketing can be used to influence brand choice and purchase, while Demarketing can influence people to stop harmful consumption âThe Customer is Kingâ Organization influenced by consumer needs and wants
13.
COPYRIGHT © 2012
Cengage Learning Asia
14.
COPYRIGHT © 2012
Cengage Learning Asia Why Study Consumer Behavior? Consumer Behavior Determines the Success of Marketing Programs Organizations that are Customer- centric use a total marketing approach to focus their resources on satisfying customers Marketing Process of transforming or changing an organization to have what people will buy
15.
COPYRIGHT © 2012
Cengage Learning Asia Why Study Consumer Behavior? Consumer Behavior Determines the Economic Health of Everyone The individualâs decisions as a consumer determine their economic health by making more effective consumption decisions while avoiding deceptive practices harmful to them
16.
COPYRIGHT © 2012
Cengage Learning Asia Why Study Consumer Behavior? Consumer Behavior Determines the Economic Health of Everyone Public policy leaders and social commentators study consumer behavior to alleviate overconsumption and underconsumption by educating consumers about problems and providing assistance
17.
COPYRIGHT © 2012
Cengage Learning Asia Educating Consumers About Crises
18.
COPYRIGHT © 2012
Cengage Learning Asia Understanding consumersâ issues or problems and developing methods to reach and educate consumers Educating Consumers About Health
19.
COPYRIGHT © 2012
Cengage Learning Asia Understanding consumersâ issues or problems and developing methods to reach and educate consumers Educating Consumers About Health
20.
COPYRIGHT © 2012
Cengage Learning Asia Understanding consumersâ needs to formulate public policy and predicting behavioral changes that follow Helps Formulate Public Policy Interestrates Warning labels Economics SocialWelfare Family Planning Government Regulations Government Protection and Education Protection from Competitive Markets
21.
COPYRIGHT © 2012
Cengage Learning Asia Evolution of ConsumerBehavior Wholesaler Manufacturer Retailer Consumer Manufacturing Orientation Consumer Orientation Selling Orientation Marketing Orientation Consumersâ Increasing Influence U.S. 1750-1850 1850-WWII 1970-2000 2000+ Europe 1750-1850 1760-WWII 1970-2000 2000+
22.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research: Methods of Studying Consumer Behavior
23.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Observation In-home observation: examining how and when consumers use and consume products in their households Shadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviors Physiological methods: Techniques borrowed from medicine, psychology and other sciences including cameras to measure eye movement, galvanic skin response, and MRI
24.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires) Focus Groups: a group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest
25.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts, and mail questionnaires) Focus Groups: a group discussion led by a moderator skilled in persuading consumers to thoroughly discuss a topic of interest Longitudinal Studies: repeated measures of activities over time to determine changes in opinions, buying, and consumption behaviors
26.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Experimentation Measuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables - Laboratory experiment - Field experiment
27.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Experimentation Attempts to understand cause-and-effect relationships by carefully manipulating independent variables to determine how these changes affect dependent variables - Laboratory experiment - Field experiment Independent variables might include number of advertisements and package design Dependent variables might include purchase intent or behavior
28.
COPYRIGHT © 2012
Cengage Learning Asia Understanding How Consumers Use Products
29.
COPYRIGHT © 2012
Cengage Learning Asia Consumer Research Methods Consumption Research Builds on the three primary research methods to examine how people use products and services rather than how they buy them May use ethnographic tools to under- stand how values and culture influence usage of products and other behaviors May identify new uses for existing products or new product to satisfy unmet or changing consumer needs
Download now