Consumer Behavior

The study of the process involved when individuals or groups, select, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants

A person who identifies a need or want, makes a purchase, and then disposes of the product.

Demographic, lifestyles (psychographics-the way we feel about ourselves, the things we value, the things we do in our spare time), geography name Bubba

People often buy products not for what they do, but for what they mean. Consumers use products to define their identities in various settings. Can develop relationships with brands (nostalgia)

Marketing creates awareness that needs exist, not to create needs

A basic biological motive

One way that society has taught us that the need can be satisfied

Targeting a brand only to specific groups of consumers rather than to everybody. Relationship marketing/ database marketing= marketers are more attuned to wants and needs of different customer segments

Three-stage process that translates raw stimuli into meaning: exposure, attention, interpretation

Immediate response of our sensory receptors to basic stimuli

The process by which sensations are selected, organized, and interpreted.

-Emotion, biological and cultural, color in US is becoming brighter/complex, trade dress (Kodak)

Moods and memories, coffee= childhood, scents inside products and promotions, pumping smell of coffee at gas station

Affects feelings and behaviors

Individual sounds that might be more or less preferred by consumers