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TOPIC 1 UNDERSTANDING CONSUMER BEHAVIOR (PRINCIPLES OF CONSUMER…
TOPIC 1
UNDERSTANDING CONSUMER BEHAVIOR
WHAT IS CONSUMER BEHAVIOR?
Obtaining
: Activities leading up to and including the purchase or receipt of a product.
Consuming
: How, where, when and under what circumstance consumer use products.
Disposing
: 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.
INFLUENCES
CONSUMER INFLUENCES
Culture/ Family/ Lifestyle/ Peer group/ Knowledge
ORGANIZATIONAL INFLUENCES
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