History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods.
The study of consumer behaviour deals with basic questions related to buying such as: what we buy, why we buy and how we buy. The study of consumer behaviour makes. Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics. Nov 01, · News about Consumer Behavior, including commentary and archival articles published in The New York Times.
Consumer wants, learning, motives etc. Opinion leaders-- Spokespeople etc. Marketers try to attract opinion leaders People have many roles. Individuals role are continuing to change therefore marketers must continue to update information.
Family is the most basic group a person belongs to. The Family life cycle: Two Income Marriages Are Now the Norm Because 2 income families are becoming more common, the decision maker within the family unit is changing Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.
Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups belong to Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members.
Aspiration groups want to belong to Disassociate groups do not want to belong to Honda, tries to disassociate from the "biker" group. Social Class-- an open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions.
Social class influences many aspects of our lives.
IE upper middle class Americans prefer luxury cars Mercedes. Lower class people tend to stay close to home when shopping, do not engage in much prepurchase information gathering.
Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture-- Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel.
Cultural values in the US are good health, education, individualism and freedom. In american culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing.
Will British warm up to iced tea? Tea is a part of the British culture, hot with milk. Different society, different levels of needs, different cultural values. Culture can be divided into subcultures: Culture effects what people buy, how they buy and when they buy.
Understanding Consumer Buying Behavior offers consumers greater satisfaction Utility. We must assume that the company has adopted the Marketing Concept and are consumer oriented.Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company.
It is critical to understand consumer behavior to. INTRODUCTION TO CONSUMER BUYING BEHAVIOUR. The s have borne witness to dramatic shifts in the marketplace triggered by sharp changes in the lifestyle patterns of the past and present and the radical revolution in the telecommunication technology.
Consumer behaviour analysis is the "use of behaviour principles, usually gained experimentally, to interpret human economic consumption." As a discipline, consumer behaviour stands at the intersection of economic psychology and marketing science.
Chapter 6 Class Notes Contents of Chapter 6 Class Notes. What is Consumer Buying Behavior? Stages of Consumer Buying Behavior? Types of Consumer Buying Behavior. UNIT I INTRODUCTION CHAPTER 1: THE STUDY OF CONSUMER BEHAVIOUR LESSON 1: INTRODUCTION TO CONSUMER BEHAVIOUR Introduction.
14 Pages. UNIT I INTRODUCTION CHAPTER 1: THE STUDY OF CONSUMER BEHAVIOUR LESSON 1: INTRODUCTION TO CONSUMER BEHAVIOUR Introduction INTRODUCTION TO CONSUMER BEHAVIOUR Introduction.
Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.