1. Consumer Behavior Roger D. Blackwell Paul W. Miniard James F. Engel
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Copyright© 2000 by Harcourt, Inc. All rights reserved.

2. Consumer Behavior and Consumer Research
CHAPTER 1
Consumer Behavior and Consumer Research
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 2001 by Harcourt, Inc. All rights reserved.

3. What is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

4. Consumer Influences Organizational Influences Obtaining Consuming
Disposing
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

5. Organizational Influences
Consumer
Influences
Organizational Influences
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

6. Organizational Influences
Consumer
Influences
Organizational Influences
Culture
Ethnicity
Personality
Values
Life-stage
Family
Income
Feelings
Attitudes
Opinions
Available Resources
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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

7. Consumer Influences Organizational Influences Obtaining Consuming
Disposing
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

8. Obtaining Consuming Disposing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

9. Obtaining Consuming Disposing
How you decide you want to buy
Products you consider buying
Where you buy
How you pay for product
How you transport product home
How you use product
How you store the product in your home
Who uses the product
How much you consume
How product compares with expectations
How you get rid of remaining product
How much you throw away after use
If you resell items yourself or through a consignment store
How you recycle products
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

10. ORGANIZATIONAL INFLUENCES
CONSUMER INFLUENCES
Culture Ethnicity
Personality Family
Life-stage Values
Income Available Resources
Attitudes Opinions
Motivations Past Experiences
Feelings Peer Groups
Knowledge
ORGANIZATIONAL INFLUENCES
Brand Product Features
Advertising Word of Mouth
Promotions Retail Displays
Price Quality
Service Store Ambiance
Convenience Loyalty Programs
Packaging Product Availability
OBTAINING
How you decide you want to buy
Products you consider buying
Where you buy
How you pay for product
How you transport product home
CONSUMING
How you use product
How you store the product in your home
Who uses the product
How much you consume
How product compares with expectations
DISPOSING
How you get rid of remaining product
How much you throw away after use
If you resell items yourself or through a consignment store
How you recycle products
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

11. What is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
A field of study focusing on consumer activities
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

12. What is Consumer Behavior?
Activities people undertake when obtaining, consuming, and disposing of products and services
A field of study focusing on consumer activities
Focus beyond just how people buy to how they consume goods
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

13. 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.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

14. 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 exchange depends on satisfaction with use and consumption of product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

15. Why Study Consumer Behavior?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

16. Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

17. Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Marketing:
Process of transforming or changing an organization to have what people will buy
“The Customer is King”
Organization influenced by consumer needs and wants
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

18. Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Consumer Behavior Educates and Protects Consumers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

19. Educating Consumers About Cancer
Understanding consumers’ issues or problems and developing methods to reach and educate consumers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

20. Tums educates consumers about the importance of calcium and increases awareness of its calcium content
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

21. Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Consumer Behavior Educates and Protects Consumers
Consumer Behavior Affects Public Policy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

22. Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Consumer Behavior Educates and Protects Consumers
Consumer Behavior Affects Public Policy
Consumer Behavior Affects Personal Policy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

23. How much people spend and save
Personal Policy
Where people shop: Odd Lots
How much people spend and save
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

24. Evolution of Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

25. Evolution of Consumer Behavior
Retail Supply Chain:
all the organizations involved in taking a product from inception to final consumption
-Manufacturers
-Wholesalers
-Retailers
-Facilitating Organizations
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

26. Evolution of Consumer Behavior
Retail Supply Chain:
all the organizations involved in taking a product from inception to final consumption
-Manufacturers
-Wholesalers
-Retailers
-Facilitating Organizations
Consumers’ Increased Influence on Business
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

27. Evolution of Consumer Behavior
Wholesaler Manufacturer Retailer Consumer
Manufacturing
Orientation
Marketing
Orientation
Comprehensive
Consumer
Orientation
Selling
Orientation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

28. Consumers’ Increasing Influence
Evolution of Consumer Behavior
Consumers’ Increasing Influence
Wholesaler Manufacturer Retailer Consumer
Manufacturing
Orientation
Marketing
Orientation
Comprehensive
Consumer
Orientation
Selling
Orientation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

29. Evolution of Consumer Behavior
Manufacturing Orientation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

30. Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

31. Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
-Motivation research
-Positivism
-Postmodernism
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

32. Pillsbury Builds its Brand with Icon
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

33. Apple Rejuvenates Itself with A Marketing Focus
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

34. Apple Rejuvenates Itself with A Marketing Focus
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

35. Evolution of Consumer Behavior
Manufacturing Orientation
Selling Orientation
Marketing Orientation
Comprehensive Consumer Orientation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

36. Comprehensive Consumer Orientation
Beyond a marketing focus
Alliances between supply chain members to focus on the needs of consumers
-Shared information
-Common consumer-oriented goal
Role of consumers in shaping all aspects of life--society, government, and societal organizations
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

37. How To Study Consumer Behavior
Consumer Research:
How To Study Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

38. Consumer Research Methods
Observation
Gaining information by observing consumers in different situations, in natural or artificial setting
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

39. Consumer Research Methods
Observation
Gaining information by observing consumers in different situations, in natural or artificial setting
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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

40. 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)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

41. 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 lead by a skilled moderator and designed to probe specific topics in-depth
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

42. 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 lead by a skilled moderator and designed to probe specific topics in-depth
Longitudinal Studies: repeated measures of activities over time to examine changes in behaviors/opinions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

43. 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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

44. 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
Independent variables might include advertising frequency and package design.
Dependent variables might include purchase intent or behavior.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

45. Consumer Research Methods
Consumption Research
Builds on the three primary research methods to examine how people buy and use products and services.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

46. Consumer Research Methods
Consumption Research
Builds on the three primary research methods to examine how people buy and use products and services.
May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

47. Consumer Research Methods
Consumption Research
Builds on the three primary research methods to examine how people buy and use products and services.
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.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

48. The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

49. The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

50. Consumers are exposed to and buy many global brands
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

51. The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Consumers are Different; Consumers are Alike
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

52. Cosmopolitan readers are different:
Cosmopolitan readers are different: Speak different languages & live in different countries
Cosmopolitan readers are alike: Interested in similar topics (love, men, and sex) and fashions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

53. The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Consumers are Different; Consumers are Alike
The Consumer has Rights
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

54. The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Consumers are Different; Consumers are Alike
The Consumer has Rights
Everyone Needs to Understand Consumers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

55. Challenges for the Future
Gathering and interpreting information that organizations need to meet changing needs of consumers
Developing effective consumer research methods to capture changes in trends and lifestyles
Understanding consumer behavior from a broader perspective as an important part of life
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

56. Consumer Behavior Roger D. Blackwell Paul W. Miniard James F. Engel
Requests for permission to make copies of any part of the work should be mailed to the following address:
Permissions Department, Harcourt, Inc Sea Harbor Drive Orlando, Florida
Copyright© 2000 by Harcourt, Inc. All rights reserved.