Review- Consumer Behavior

The theory of consumer behavior involves

External Influences

Internal Influences

Self concept and lifestyle

Decision process

Consumer behavior is defined

as the study of the processes individuals & groups use to select, secure, use, and dispose of products & services to satisfy their needs.

What is an example of consumer behavior?

The Air France and Flexjet ads mentioned in the slide

What is involved in applications of consumer behavior?

Marketing strategy

Regulatory policy

Social marketing

Informed Individuals

Brands Research Consumer Behavior to Influence…

Attitudes

What is an example of Consumer behavior’s influence on attitudes?

Dove’s “Men+Care” campaign is based on the theme that “care makes a man stronger.” It uses an emotional-based appeal to emphasize the importance of men taking care of their mental and physical health.

Which brand developed a marketing campaign from ASPCA?

Haggar’s

How do brands analyze the marketplace?

By the consumers

The company

The competitors

The conditions

What is market segmentation?

describes how brands develop different advertising campaigns to appeal to various types of consumers.

How can you develop a market segmentation strategy?

Identifying the products prospective customers want to buy from your brand.

•Grouping customers with similar need sets.

•Describing the traits of each group.

•Selecting the most attractive segments your company should focus on.

Define the “need set”

defines how most products & services satisfy more than one need for consumers.

What are the 4 P’s?

The Product.

•Promotions (Advertising).

•The Price

•Places (Where customers can buy products).

Define in a marekting strategy?

is defined as a planned effort to provide value to consumers we are targeting.

An effect communications strategy focuses on

people the target market

Messages that customers _____ to & _____ about & _____ that match how consumers gain information.

relate, care,media

Marketing Strategy Must Relate to…..

Consumer Decision-Making Process

Outcomes of marketing campaigns include…

product position, sales and profits, & customer satisfaction.

Product position describes

how consumers form an image of the product or brand in the consumer’s mind relative to competing products and brands.

Sales & profits describe

how the marketing strategy created more business.

Customer satisfaction describes..

describes experiences from using the brand.

External Factors that Influence Consumer Behavior include

•Culture

• Demographics and social stratification

• Ethnic, religious, and regional subcultures

• Families and households

• Groups

_______ has a strong influence on consumer behavior.

Culture

Internal influences on consumer behavior include the processes of…

•Perception

• Learning

• Memory

• Motives

• Personality

• Emotions

• Attitudes

Self-concept describes..

the process through which we develop feelings about ourselves.

Lifestyles describe..

how our values affect the way we spend our time, our situation in society, & the products we value.

What is the decision-making process?

describes all the steps we take when choosing to buy & use consumer products.