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Chapter 1 Consumers Rule
CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior
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What is Consumer Behavior?
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
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The Meaning of Consumption
Consumers often buy products not for what they do, but for what they mean Consumers can develop relationships with brands: Self-Concept Attachment Nostalgic Attachment Interdependence Love
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Figure 1.1 Stages in the Consumption Process
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Actors in Consumer Behavior
Individuals Groups Organizations
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Consumers’ Impact on Marketing
Understanding consumer behavior is critical for developing effective marketing strategy To satisfy consumers’ needs To help define the market To identify threats/opportunities to a brand
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How do marketers understand consumer behavior?
Market segmentation Lifestyle analysis
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Marketers Influence Consumer Preferences
Music Movies Sports Books Celebrities Entertainment
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Consumers Also Influence Marketers
Virtual brand communities provide consumer-generated content Blogs Pictures Video Blogs Ads
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Global Consumer Culture
Unites people around the world with a common devotion: Brand name products Movie stars Celebrities Leisure activities
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Public Policy & Consumer Advocacy
Concern for the welfare of consumers Department of Agriculture Federal Trade Commission Food and Drug Administration Securities and Exchange Commission Environmental Protection Agency
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Consumer Activism Culture jamming
a strategy to disrupt efforts by the corporate world to dominate our cultural landscape.
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The “Dark Side” of Consumption
Consumer terrorism Addictive consumption Compulsive consumption Consumed consumers Illegal activities
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Figure 1.2 Disciplines in Consumer Research
MICRO CONSUMER BEHAVIOR (INDIVIDUAL FOCUS) Experimental Psych Clinical Psychology Developmental Psych Human Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology Consumer behavior involves many different disciplines MACRO CONSUMER BEHAVIOR (SOCIAL FOCUS)
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Table 1.3 Positivist versus Interpretivist Approaches
Assumptions Positivist Approach Interpretivist Approach Nature of reality Objective, tangible Single Socially constructed Multiple Goal Prediction Understanding Knowledge generated Time free Context-independent Time-bound Contest dependent View of causality Existence of real causes Multiple, simultaneous shaping events Research relationship Separation between researcher and subject Interactive, cooperative with researcher being part of phenomenon under study
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Figure 1.3 Wheel of Consumer Behavior
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MKT 342: Consumer Behavior Key Concepts: Chapter 1
What is consumer behavior? Meaning of consumption Stages of consumer behavior process Actors in consumer behavior Consumer impact on marketing Consumer segmentation Consumer lifestyle analysis How marketers influence consumers How consumers influence marketers Global consumer culture Public policy and consumer advocacy Consumer activism The dark side of consumption Disciplines in consumer research Positivist vs. interpretivist approaches to consumer research Wheel of consumer behavior
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