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BBUS 421 - Chapter 1 - Consumer Behavior and Marketing Strategy
BBUS 421 - Chapter 1 - Consumer Behavior and Marketing Strategy
BBUS 421
Ceri M. Nishihara
cerin@uw.edu
HH 1213
Consumer Behavior and
Marketing Strategy
Chapter 1
PART I: INTRODUCTION
1-3
Learning Objectives
1-4
Consumer Behavior and Marketing Strategy
1-7
Marketing Strategy and Consumer Behavior
1-9
Consumer Decisions
1-15
The Nature of Consumer Behavior
Overall Conceptual Model of Consumer Behavior
1-18
The Nature of Consumer Behavior
External Influences
• Culture
• Demographics and social stratification
• Ethnic, religious, and regional subcultures
• Families and households
• Groups
1-19
The Nature of Consumer Behavior
Internal Influences
• Perception
• Learning
• Memory
• Motives
• Personality
• Emotions
• Attitudes
1-20
The Nature of Consumer Behavior
1-21
The Nature of Consumer Behavior
1-22
The Meaning of Consumption
1-23