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.

Prepurchase, Purchase, Postpurchase

Needs & source of info about alternative choices

What does the consumer say? is it stressful or a pleasant experience?

Pleasure? Perform its intended functions?

Age, marital status, sex, social class, race, geography

· Targeting a brand to a specific group of consumers rather than to everybody · Brands have clearly defined images or “personalities”

Marketers define customer segments and listen to ppl. the key to success is BUILDING RELATIONSHIPS BTWN BRANDS AND CUSTOMERS. Marketers interact with customers on a regular basis so that customers have a REASON TO BOND WITH THE COMPANY OVER TIME.

Tracking specific consumers' buying habits very closely. Crafting products & msgs tailored to individuals based on the info gathered. (Walmart knows that ppl like beer & poptarts during hurricane season).

Entertainment in society (music, art, movies, books, celebs, etc) affects our lives ranging from how we view cultural events, social issues, etc, the clothes we buy, attractiveness, and other choices b/c of what's out there in the popular culture

The process of consumption.A product's basic function isn't as important as the role the product plays in our lives. We choose brands that have an image or personality consistent with our needs. EX: Nike shoes can't make you run faster BUT ppl are loyal b/c the rock stars, commercials, etc

Marketspace: a time when companies called the shots and decided what they wanted their customers to know and doConsumerspace: consumers now dictate to companies the types of products they want and how, when and where they want to learn about them

The need is already there. Need: biological motive (I'm thirsty) Want: a way that society has taught to satisfy the need. Marketing just creates awareness for things that will satisfy your needs.

Self-concept attachmentNostalgic attachmentInterdependenceLove

Product helps to establish one's identity