TOPIC 1 UNDERSTANDING CONSUMER BEHAVIOR (PRINCIPLES OF CONSUMER…
UNDERSTANDING CONSUMER BEHAVIOR
WHAT IS CONSUMER BEHAVIOR?
: Activities leading up to and including the purchase or receipt of a product.
: How, where, when and under what circumstance consumer use products.
: How customer get it of products and packaging.
As activities people undertake when obtaining, consuming and disposing of products and services.
It is focuses on consumer activities.
Culture/ Family/ Lifestyle/ Peer group/ Knowledge
Brand/ Price/ Store ambiance/ Loyalty program/ Product availability
WHY STUDY CONSUMER BEHAVIOR?
Influence public policy
Educate and help consumer make better decisions
Improve business performance
EVOLUTION OF CONSUMER BEHAVIOR
Wholesaler > Manufacture > Retailer > Consumer
1) Manufacturing orientation: How to make products
2) Selling orientation:How to sell products
3) Marketing orientation: What to sell products and selesction
4) Consumer orientation: What to make creating consumer driven products and organization
PRINCIPLES OF CONSUMER BEHAVIOR:
The consumer is global
Consumers are different
The consumer is sovereign
Consumers has rights
CHALLENGES FOR THE FUTURE
Developing effective consumer research methods
Understanding consumer behavior from a boarder perspective
Gathering and interpreting correctly information