พฤติกรรมผู้บริโภค

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This chapter discusses key concepts in consumer behavior including definitions of consumer behavior, different types of consumers, and factors that influence consumer decisions. It also summarizes several common models of consumer behavior and how consumer behavior studies draw from psychology, sociology, anthropology, and economics. Understanding consumer behavior is important for marketing managers to develop effective strategies and better meet customer needs.

Chapter 1: Concepts and Importance of
Consumer Behavior
o What is Consumer Behavior
o Buyer, Customer and Consumer
o Types of Consumer
o Factors Influencing Consumer Behavior
o Models of Consumer Behavior
o Consumer Behavior Studies
o Consumer Behavior Trends
o The Importance of Consumer Behavior
o Consumer Behavior and Marketing Management

Concepts and Importance of Consumer Behavior
What is Consumer Behavior?

Why? Psychology

Human
Behavior

Sociology Anthropology

Why? Psychology Application

Consumer Marketing
Behavior Management

Sociology Anthropology

Concepts and Importance of Consumer Behavior
What is Consumer Behavior?

What is Consumer Behavior?
Schiffman and Kanuk (2010: 23) define
consumer behavior as the behavior that
consumers display in searching for, purchasing,
using, evaluating, and disposing of product and
services that they expect will satisfy their
needs.

Concepts and Importance of Consumer Behavior
What is Consumer Behavior?
What is Consumer Behavior?

Consuming Activities

Affecting Factors
Consumer
Behavior
Consumer Responses

Economics

Concepts and Importance of Consumer Behavior
Buyer, Customer and Consumer

Buyer, Customer and Consumer

“Buyer” is any person who contracts
to acquire products or services.

The term "customer" is typically
used to refer to someone who
regularly purchases from a particular
store or company.
The term "Consumer" more
generally refers to anyone engaging
in any of the activities used in
definition of consumer and Bitta (1993: 5)
Loudon behavior.

Concepts and Importance of Consumer Behavior
Types of Consumer

Types of Consumer

Personal consumers Organizational consumers
o Industrial
consumers
o Institutional
consumers
o State consumers
• Initiators • Initiators
• Influencers • Influencers
• Deciders • Deciders
• Buyer
• Buyer
• User
• Uses • Approvers
• Gatekeepers

Concepts and Importance of Consumer Behavior
Factors Influencing Consumer Behavior

Factors Influencing Consumer Behavior

Internal
Factors

Consumer
Marketing Activities
Behavior
External
Factors

Concepts and Importance of Consumer Behavior
Models of Consumer Behavior

Smith and Taylor (Stimulus-response model or Black box model)

Input Black Outp
s box uts
Stimulus Intervening Response
variables variables variables

Concepts and Importance of Consumer Behavior
Models of Consumer Behavior

Blythe Model

Cognition

Personal and
Environment Consumer
Affect Conation behavior
al factors

Schiffman and Kanuk Model
(10th Ed.)

Motivation = Drive
(Fulfill Needs)
Perception = Image
in Mind
Learning =
Knowledge
Personality = Habit
Attitude = Like or
Dislike

Concepts and Importance of Consumer Behavior
Consumer Behavior Studies

Study Topics
Wh
o
Ho Wh
w at
Cust
omer
Wh Beha Wh
om vior en

Wh Wh
ere y

Concepts and Importance of Consumer Behavior
Consumer Behavior Studies

Consumer Behavior Studies

Economics Sociology

Cust
omer
Beha
vior

Psychology Anthropology

Concepts and Importance of Consumer Behavior
Consumer Behavior Trends

Consumer Trends

o From Product Focus to Customer Focus
o Fragmented Market
o Time Value
o Customization
o Internet

Concepts and Importance of Consumer Behavior
The Importance of Consumer Behavior

The Importance of Consumer Behavior

o Marketing manager
o Ethicists and advocacy groups
o Public policy makers and regulators
o Academics
o Consumers and society

Concepts and Importance of Consumer Behavior
Consumer Behavior and Marketing Management

Consumer Behavior and Marketing Management

Prod
Marke uct
ting Serv
Strate ice
gies

Positi Custo Pric
oning mer e
Behav
ior
Targ
et Plac
Mark e
et
Commun Prom
ication otion

End of Chapter 1: Concept and Importance
of Consumer Behavior

The document summarizes several early models of consumer behavior: 1) The EKB model focuses on the decision making process and how it is impacted by inputs, information processing, decision variables, and external factors. 2) The Howard-Sheth model deals with different buying categories and factors like inputs, perceptions, learning, and outputs. 3) Bettman's model emphasizes information processing and includes constructs like motivation, attention, information acquisition and evaluation, and decision processes. 4) The HCB model incorporates external and internal influences, self-concept, desires, needs, and the consumer decision making process from problem recognition to post-purchase.

Tourism buyer behaviour ppfinalAtish Rambojun

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This chapter discusses consumer buying behavior and marketing. It presents a stimulus-response model of consumer behavior that is influenced by marketing stimuli as well as other external factors. Consumer behavior is also affected by personal characteristics including cultural, social, personal, and psychological factors. The chapter then outlines the consumer decision process of need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. Key concepts in consumer behavior such as motivation, perception, attitudes are also discussed.

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1. The document discusses buyer behavior from both consumer and business perspectives. It examines the models and factors that influence buying decisions for individuals and organizations. 2. For consumers, the stimulus-response model is described along with psychological, social, cultural, and personal characteristics that shape behavior. A five-stage consumer decision process is also outlined. 3. Business buying is more complex with buying centers, multiple roles, and different purchase situations. The needs of producers, resellers, governments, and institutions are addressed as well as distinctions between business and consumer demand.

BB Project Guidelines (Part One)BBAdvisor

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The document provides guidelines for students to analyze buyer behavior concepts and their application to marketing strategy for a selected product. Students must choose a current product, as well as a competing brand, and analyze: 1) the relevant market and competitors, 2) the product's target markets based on demographics, psychographics, and behavioral segmentation, and 3) any potential target markets. The analysis should apply buyer behavior concepts to demonstrate differences between the marketing strategies of the chosen and competing brands.

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This document discusses various topics related to consumer behavior, including perception, personality traits, attitudes, social class, subcultures, and family. It defines key terms and discusses factors that influence them. For example, it notes that perception is the process through which people gather, process and interpret information from the environment. It also lists several factors that can affect a person's perception, such as color, size, and individual response factors like interests and values. The document provides summaries of theories and frameworks for understanding these consumer behavior concepts.

BB Project Guidelines (Part Four) : Marketing StrategiesBBAdvisor

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The document provides guidelines for students to analyze and evaluate the marketing strategies of two competing products in their project report. It outlines the key areas to compare in terms of the current marketing approaches, how the marketing mix supports positioning, and recommendations for improvement. Students are advised to apply consumer behavior concepts to explain how the marketing strategies influence purchase decisions and brand success. The last section involves assessing each brand's strategy effectiveness and providing a justified recommendation for the most impactful campaign.

Basics of CB-STP-VALSPrince Sattam Bin Abdulaziz University, Al Kharj, Riyadh Province, Kingdom of Saudi Arabia

��

This document provides an overview of key concepts in consumer behavior, including: 1. The meaning and nature of consumer behavior is defined, focusing on how individuals make decisions to spend resources on consumption items. 2. Models of consumer decision making and factors influencing consumer behavior are discussed. Consumer behavior draws from various disciplines and is influenced by both personal and external factors. 3. An example of innovative consumer products is given to illustrate the dynamic nature of today's marketplace. Consumer behavior is constantly evolving with new technologies and products.

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An introduction to consumer behavior and phychology Chapter 1 & 2 Nagendra Babu

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Chapter 1 & 2 Consumer Behavior Business orientations, What the Businessman should know about consumers? Meaning and Definitions of C-B, Relationship between CB and other subjects Books for Reference Schiffman and Kaunuk “Consumer Behavior”-Prentice-Hall of India. Sheth Mittal “Consumer Behavior-A Managerial perspective- Thompson NK Sahani, Meenu Gupta “Consumer Behavior”-Kalyani Publishers. Suja R Nair “Consumer Behavior –Text and cases-Himalaya Publishing House.

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สรุปผลการศึกษางานวิจัยพฤติกรรมผู้บริโภ กลุ่ม 1Dok-Dak R-Sasing

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This document provides an overview of consumer behavior and the development of marketing concepts. It discusses the production concept, product concept, selling concept, and marketing concept. The marketing concept focuses on determining consumer needs and satisfying them better than competitors. Implementing this concept involves consumer research, market segmentation, targeting specific segments, and developing a product positioning. The document also discusses how the digital revolution has impacted marketing by allowing customization and increasing consumer power and access to information.

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The document discusses various concepts related to consumer behavior including motivation theories like Maslow's hierarchy of needs, learning theories, perception process, consumer segmentation, brand loyalty, and factors that influence consumer behavior such as personality, culture, social class and reference groups. It also provides definitions of key terms from various consumer behavior textbooks and models like the perceptual process model. The references listed cover popular consumer behavior textbooks for further reading on concepts discussed.

รายงานพฤติกรรมการบริโภคอาหาร และเครื่องดื่มHappy Zaza

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Development of assessment toolsMart Enriquez

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This document discusses various tools used to assess the affective domain, particularly attitudes, interests, motivation, and self-efficacy. It describes several common assessment tools including self-reports, rating scales like Likert scales, semantic differential scales, Thurstone scales, Likert scales, Guttman scales, and checklists. For each tool, it provides examples and discusses best practices in developing and using the instruments to effectively measure the affective domain.

Chapter 1 Consumer Behavior Its Origins And Strategic ApplicationsAvinash Kumar

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This document provides an overview of consumer behavior and marketing concepts. It discusses the evolution from production and selling concepts to the modern marketing concept. The marketing concept focuses on determining consumer needs and delivering superior value. The document also introduces segmentation, targeting, positioning and the marketing mix as tools to implement the marketing concept. It discusses the importance of creating customer value, satisfaction and retention through successful relationships.

Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi

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This document provides an introduction to consumer behavior and marketing strategy. It defines key concepts like marketing, consumer behavior, and marketing strategy. It discusses three major approaches to studying consumer behavior: interpretive, traditional, and marketing science. It also identifies the groups that use consumer behavior research - marketing organizations, government/political organizations, and consumers. Finally, it examines the role of consumer behavior research in informing marketing strategies and helping companies understand customers.

000160naghmahussain

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[1] This document provides an introduction to consumer behavior, including definitions of key concepts like consumer and customer. [2] It discusses factors that influence consumer behavior like culture, social class, personality, and marketing activities. Consumers go through an information search and evaluation process before making a purchase decision. [3] Marketers analyze the consumer, competition, company, and conditions to understand customer needs and formulate marketing strategies around the 4 P's - product, price, promotion, and place. The goal is to provide superior customer value.

Consumer behaviourRohit Singh

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This document provides an introduction to consumer behavior. It discusses that consumer behavior involves the decision-making process and activities involved in acquiring, using, and disposing of goods and services. It also examines how internal and external factors influence consumer decisions and affect marketing strategy. These factors include culture, social class, reference groups, demographics, and personality. Understanding consumer behavior is important for marketers to develop effective marketing strategies that satisfy consumer needs and wants.

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พฤติกรรมผู้บริโภค

1. Chapter 1: Concepts and Importance of Consumer Behavior o What is Consumer Behavior o Buyer, Customer and Consumer o Types of Consumer o Factors Influencing Consumer Behavior o Models of Consumer Behavior o Consumer Behavior Studies o Consumer Behavior Trends o The Importance of Consumer Behavior o Consumer Behavior and Marketing Management

2. Concepts and Importance of Consumer Behavior What is Consumer Behavior? Why? Psychology Human Behavior Sociology Anthropology Why? Psychology Application Consumer Marketing Behavior Management Sociology Anthropology

3. Concepts and Importance of Consumer Behavior What is Consumer Behavior? What is Consumer Behavior? Schiffman and Kanuk (2010: 23) define consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of product and services that they expect will satisfy their needs.

4. Concepts and Importance of Consumer Behavior What is Consumer Behavior? What is Consumer Behavior? Consuming Activities Affecting Factors Consumer Behavior Consumer Responses Economics

5. Concepts and Importance of Consumer Behavior Buyer, Customer and Consumer Buyer, Customer and Consumer “Buyer” is any person who contracts to acquire products or services. The term "customer" is typically used to refer to someone who regularly purchases from a particular store or company. The term "Consumer" more generally refers to anyone engaging in any of the activities used in definition of consumer and Bitta (1993: 5) Loudon behavior.

6. Concepts and Importance of Consumer Behavior Types of Consumer Types of Consumer Personal consumers Organizational consumers o Industrial consumers o Institutional consumers o State consumers • Initiators • Initiators • Influencers • Influencers • Deciders • Deciders • Buyer • Buyer • User • Uses • Approvers • Gatekeepers

7. Concepts and Importance of Consumer Behavior Factors Influencing Consumer Behavior Factors Influencing Consumer Behavior Internal Factors Consumer Marketing Activities Behavior External Factors

8. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Smith and Taylor (Stimulus-response model or Black box model) Input Black Outp s box uts Stimulus Intervening Response variables variables variables

9. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Meldrum and McDonald Model External factors Buyer’s black box Outcomes o Economic Characteristics o Product condition o Culture form o New o Social context o Brand technology o Family values o Retail o Media o Psychology outlet o Law and profile o Value politics Personal o Form of o Social circumstances payment culture o Socio-economic o Timing of o Marketing position purchase mix o Lifecycle stage o Lifestyle o Access to credit Decision process o Recognition of need o Information search o Evaluation

10. Concepts and Importance of Consumer Behavior Models of Consumer Behavior Blythe Model Cognition Personal and Environment Consumer Affect Conation behavior al factors

11. Schiffman and Kanuk Model (10th Ed.) Motivation = Drive (Fulfill Needs) Perception = Image in Mind Learning = Knowledge Personality = Habit Attitude = Like or Dislike

12. Concepts and Importance of Consumer Behavior Consumer Behavior Studies Study Topics Wh o Ho Wh w at Cust omer Wh Beha Wh om vior en Wh Wh ere y

13. Concepts and Importance of Consumer Behavior Consumer Behavior Studies Consumer Behavior Studies Economics Sociology Cust omer Beha vior Psychology Anthropology

14. Concepts and Importance of Consumer Behavior Consumer Behavior Trends Consumer Trends o From Product Focus to Customer Focus o Fragmented Market o Time Value o Customization o Internet

15. Concepts and Importance of Consumer Behavior The Importance of Consumer Behavior The Importance of Consumer Behavior o Marketing manager o Ethicists and advocacy groups o Public policy makers and regulators o Academics o Consumers and society

16. Concepts and Importance of Consumer Behavior Consumer Behavior and Marketing Management Consumer Behavior and Marketing Management Prod Marke uct ting Serv Strate ice gies Positi Custo Pric oning mer e Behav ior Targ et Plac Mark e et Commun Prom ication otion

17. End of Chapter 1: Concept and Importance of Consumer Behavior

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