1、Chapter 1Buying,Having,Being1-1CONSUMER BEHAVIOR,10eMichael R.SolomonChapter ObjectivesWhen you finish this chapter,you should understand why:1.Consumers use products to help them define their identities in different settings.2.Consumer behavior is a process.3.Marketers need to understand the wants
2、and needs of different consumer segments.1-21-3Chapter Objectives(continued)4.The Web is changing consumer behavior.5.Consumer behavior relates to other issues in our lives.6.Many different types of specialists study consumer behavior.7.There are two major perspectives that seek to understand and st
3、udy consumer behavior.1-4Learning Objective 1 Consumers use products to help them define their identitiesConsumer Identity as an Aid to Marketers Consumers segmented by demographics and psychographics Consumers understood in part based on their consumption communities and reference groups Brands tar
4、get consumers using market segmentation strategies Consumers may choose brands that match with their own identities1-51-6What is Consumer Behavior?Consumer behavior:the study of the processes involved when individuals or groups select,purchase,use,or dispose of products,services,ideas,or experiences
5、 to satisfy needs and desires.For Reflection Do your consumption choices differ depending upon the role you are playing at the time?Give examples from your own life.How do your choices as a consumer differ depending upon whether you are in the role of student,child,employee,and so on?1-71-8Learning
6、Objective 2 Consumer behavior is a process.1-9Figure 1.1 Stages in the Consumption ProcessFor Reflection Thinking about the three stages in the consumption process,what issues do you consider in each stage when you are making important decisions?1-101-11Learning Objective 3 Marketers need to underst
7、and the wants and needs of different consumer segments.1-12Segmenting Consumers:DemographicsDemographics:Age Gender Family structure Social class/income Race/ethnicity Geography1-13Redneck Bank Targets by Social Class1-14Popular Culture Music Movies Sports Books Celebrities EntertainmentMarketers in
8、fluence preferences for movie and music heroes,fashions,food,and decorating choices.Consumer-Brand Relationships Self-concept attachment Nostalgic attachment Interdependence Love1-15For Reflection What kind of relationship do you have with your car?Do these feelings correspond to the types of relati
9、onships consumers may develop with products?How do these relationships affect your behavior?1-161-17Learning Objective 4 The Web is changing consumer behavior.Social Media Social media are the online means of communication,conveyance,collaboration,and cultivation among interconnected and interdepend
10、ent networks of people,communities,and organizations enhanced by technological capabilities and mobility.1-18For Reflection Did you know If you were paid$1 for every time an article was posted on Wikipedia,youd earn$156.23/hour?80%of companies use LinkedIn as their primary recruiting tool?More than
11、1.5 billion pieces of content are shared on Facebook daily?1-191-20Learning Objective 5 Our beliefs and actions as consumers strongly connect to other issues in our lives.1-21Marketing Ethics and Public Policy Business ethics are rules of conduct that guide actions in the marketplace There are cultu
12、ral differences in what is considered ethical.1-22Do Marketers Create Artificial Needs?Need:a basic biological motiveWant:one way that society has taught us that the need can be satisfied Objective of marketing:create awareness that needs exist,not to create needsversus1-23Are Advertising&Marketing
13、Necessary?Does advertising foster materialism?Products are designed to meet existing needs;Advertising only helps to communicate their availability 1-24Do Marketers Promise Miracles?Advertisers simply do not know enough about people to manipulate them1-25Public Policy&ConsumerismConcern for the welf
14、are of consumersDepartment of AgricultureFederal Trade CommissionFood and Drug AdministrationSecurities and Exchange CommissionEnvironmental Protection Agency1-26For ReflectionAdvertisers are often blamed for promoting a materialistic society by making their products as desirable as possible.Do you
15、agree with this?If yes,is materialism a bad thing?If no,what are your reasons?1-27Learning Objective 6Many specialists study consumer behavior.Disciplinary FocusProduct RoleExperimental PsychologyPerception,learning,and memory processesClinical PsychologyPsychological adjustmentHuman EcologyAllocati
16、on of individual or family resourcesSocial PsychologyBehavior of individuals as members of social groupsSociologySocial institutions and group relationshipsMacroeconomicsConsumers relations with the marketplaceDemographyMeasurable characteristics of a populationHistorySocietal changes over timeCultu
17、ral AnthropologySocietys beliefs and practices1-28Experimental PsychClinical PsychologyDevelopmental PsychHuman EcologyMicroeconomicsSocial PsychologySociologyMacroeconomicsSemiotics/Literary CriticismDemographyHistoryCultural AnthropologyFigure 1.2 Disciplines in Consumer ResearchMICRO CONSUMER BEH
18、AVIOR(INDIVIDUAL FOCUS)MACRO CONSUMERBEHAVIOR(SOCIAL FOCUS)Consumer behaviorinvolves many differentdisciplinesFor Reflection Pick two of the disciplines shown in Figure 1.2.How would their approaches to the same marketing issue differ?1-29Learning Objective 7 There are two major perspectives on cons
19、umer behavior:Positivist approach Interpretivist approach1-301-31Table 1.3 Positivist versus Interpretivist ApproachesAssumptionsPositivist ApproachInterpretivist ApproachNature of realityObjective,tangibleSingleSocially constructedMultipleGoalPredictionUnderstandingKnowledge generatedTime freeConte
20、xt-independentTime-boundContest dependentView of causalityExistence of real causesMultiple,simultaneous shaping eventsResearch relationshipSeparation between researcher and subjectInteractive,cooperative with researcher being part of phenomenon under studyFor Reflection How do you think the two para
21、digms of consumer research affect the choices marketers make in targeting consumer segments?1-321-33Chapter Summary Consumer behavior is a process.Consumer use products and brands to define their identity to others.Consumers from different segments have different needs and wants.Consumer behavior benefits from several fields.There are two major perspectives guiding our study of consumer behavior.
