CHAPTER 1

CONSUMER
BEHAVIOR
and
MARKETING
1 STRATEGY 9/5/2021
 CONTENT
o Describe the term consumer behavior in
detail;
o Identify five consumer behavior
characteristics and their relevance to a
company's marketing strategy;
o Examine four internal and external factors
which can influence consumer behavior;
o Summarize the importance of research
studies on consumer behavior; and
o Propose a consumer behavior research. 9/5/2021 2
What is Consumer Behavior?
Consumer behavior focus on the
behaviors' identify that buyers
perform in:
o Finding, purchasing, using,
evaluating and deciding;
o Which product or service can
satisfy their expectations.
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Study CB means research:
o The way is that an individual, a
group or an organization select,
purchase, use and eliminate
products, services, ...
o To satisfy the needs and wants.
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 The researching terms
 Individuals or groups acquiring, using
and disposing of products, services,
ideas, or experiences;
 Includes search for information and
actual purchase;
 Includes an understanding of
consumer thoughts, feelings, and
actions. 9/5/2021 5
Characteristics of CB
– CB is not only about what is done by an
individual consumer, but also what an
organization do.
– CB does not only involve certain particular
products but would include ancillary products or
services.
– CB also involves several other activities.
– CB is a dynamic process.
– CB may involve many individuals.
– CB involves important decisions related to
consumption activities.
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CB and Marketing strategy

Study Market
Product
CB share
strategy

Promotion
strategy

Pricing
strategy
Distribution
strategy
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CB and Marketing strategy
- Shorter product life cycles;
- Environmental concerns;
- Consumer protection and public
policy concerns;
- Growth of services marketing;
- Not-for-profit/social marketing;
- Growth of global marketing. 9/5/2021 8
The responses of consumers

o The reaction of the feeling

o The reaction of the knowledge
o The reaction have shown in
action
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Cultural Personal
o Culture o Demographic
o Subculture o Personality
o Social Class o Lifestyle

Consumer
Behavior

Social Psychological
o Motivation
o Reference Group
o Perception
o Opinion Leader o Learning
o Family 9/5/2021 10 o Attitude
 Uses of CB research
Three groups
Government
Marketing Marketing Public
and political
organizations strategies policy organizations

1 2
Consumer
activities

3 Consumer
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12 9/5/2021

Approaching method
Collecting information of customer

Observation: Survey: Secondary

The behavior and
Consumers, Information:
phenomena
around the salesperson, Books, other
customer dealer, retailer studies

Mail Phone Direct

 Study CB
The responses
of consumers
Content Factors influence
of to CB
studying
Marketing activities
of business
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 Study CB
Customers' characteristics
for a product
Some
Customers’ consumption
research
habits
content is
usually Customer awareness of the
product/brand/packaging
done
Habitude receives
advertising messages
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 Study CB
Scope of
The
researching influence
factors

Post-
purchase
stage

Purchasing
stage

Pre-
purchase
stage

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Consumer Behavior scope
 How individuals make
decisions to spend their
resources;
 How individuals dispose of
their once new purchases.
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 Consumer Lifestyle and Consumer
Decisions
Needs/attitudes that
influence consumption
decisions

Consumer Consumer
lifestyle choices

Behavior/experiences
that reduce, maintain or
enhance lifestyle
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Overall Model of CB

18
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Successful relationships
CUSTOMER VALUE

CUSTOMER SATISFACTION

CUSTOMER RETENTION

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 THANKS FOR
YOUR ATTENTION

9/5/2021 20