Lecture 1 - Buying, Having, Being

consumer behavior

The study of the processes involved when individuals or groups select, purchase, and
use or dispose of products, services, ideas, or experiences to satisfy needs and desires.

prepurchase issues, purchase issues, postpurchase issues

stages in the consumption process

Market segmentation

_ is the process of dividing a market of potential
customers into groups, segments, based on different characteristics.
The segments created are composed of consumers who will respond
similarly to marketing strategies and who share traits such as similar
interests, needs, or locations

80/20 rule

rule for dividing consumers

Database Marketing

Tracks specific consumersʼ buying habits very closely and crafts products and
messages tailored precisely to peopleʼs wants and needs based on this information.

Relationship Marketing

Strategy designed to foster customer loyalty, customer
interaction and long-term engagement.
Uses personalization and differentiation

Role theory

We as consumers seek the lines, props, and costumes
necessary to put on a good performance.
Because people act out many different roles, they
sometimes alter their consumption decisions depending
on the particular “play” they are in at the time.

self-concept attachment

nostalgic attachment

interdependence

love

types of relationships between consumers and brands

functional and psychological needs

2 types of buyer needs

FUNCTIONAL NEEDS

PSYCHOLOGICAL NEEDS

Pertain to the performance of a product or
service

Pertain to the personal gratification
consumers associate with a product or
service

need for affiliation

need for power

need for uniqueness

CONSUMER NEEDS

physiological needs, safety needs, social needs, esteem needs, self-actualization

maslow’s hierarchy of needs

Disciplinary Focus

Experimental Psychology

Clinical Psychology

Human Ecology

Social Psychology

Sociology

Macroeconomics

Demography

History

Cultural Anthropology

Product Role

Perception, learning, and memory processes

Psychological adjustment

Allocation of individual or family resources

Behavior of individuals as members of social groups

Social institutions and group relationships

Consumers' relations with the marketplace

Measurable characteristics of a population

Societal changes over time

Society's beliefs and practices

The Pyramid of Consumer Behavior