Consumer behavior is a prerequisite as we start to prepare a marketing plan. It's about how individuals or groups, acquire, use or dispose products, services or ideas. We learn about needs and desires through our cognition, affection, behavior - as we, as consumers, think, feel and do.

1. Consumer Behavior-3 Introducing Consumer Behavior Danny Abramovich Marketing Plan Specialist 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior-1 6. Creativity

2. Course Schedule  Part 2 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity part 2 part 3

3. 5. Consumer Behavior  M e t h o d o l o g y Management Marketing Marketing Research Market Segmentation Consumer Behavior © Danny Abramovich

4. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology  Economics  Statistics 1. Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity

5. 5. CB  Approaches & Orientations  Anthropology   History  Psychology  Sociology  Economics  Statistics T he study of people within and across cultures.

6. 5. CB  Approaches & Orientations  Anthropology  History   Psychology  Sociology  Economics  Statistics O rigins & development of behavior and traditions.

7. 5. CB  Approaches & Orientations  Anthropology  History  Psychology   Sociology  Economics  Statistics S tudy of human thinking & behavior: personality, cognition (thinking) & perceptions.

8. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology   Economics  Statistics T he scientific study of human behavior in society, including its influences on consumption.

9. 5. CB  Approaches & Orientations  Anthropology  History  Psychology  Sociology  Economics   Statistics  B asic economic issues: current and future supply and demand & consumption.

10. 5. CB  Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach

11. 5. CB  Approaches & Orientations Math-modeling & simulation Predict decisions & behavior Economics & Statistics M arketing Science Experiments & surveys Explain decisions & behavior Psychology & Sociology T raditional Interviews & focus groups Understand consumption Anthropology & History I nterpretive Primary Methods Primary Objectives Disciplines Approach

12. 5. CB  References

13. 5. CB  Definition OR VI HA BE ER UM NS CO

15. 5. CB  Definition 

16. 5. CB  Definition C onsumer B ehavior How individuals or groups acquire, use and dispose of products, services, activities and ideas, in order to satisfy needs and desires over time.

19. 5. CB  Definition, Summary     

21. 5. CB  Is CB Important! C onsumer B ehavior often dictates marketing tactics .

22. 5. CB  The DARK Side  Shoplifting  Environmental waste  Addiction   Homelessness  Prostitution, etc.

23. 5. The A - B - C of CB C ognition B ehavior A ffection

24. 5. The A - B - C of CB  Cognition - what consumers T hink ?  Affection - how consumers F eel ?  Behavior - what consumers D o ?

25. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 1 out of 2

26. 5. Understanding CB Starts Here . Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! I N F L U E N C E S Example 2 out of 2

27. 5. What Affects CB ? Cognition t h i n k ! * Affection f e e l ! * Behavior d o ! HOW do we… ? I N F L U E N C E S

28. 5. What Affects CB ?  Cognition - what consumers T hink ?  Affection - how consumers F eel ?  Behavior - what consumers D o ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o .

29. 5. What Affects CB ? Environmental events - the things and places that influence and are influenced by what consumers T hink, F eel and D o …  pre-purchase  during the purchase  post-purchase!

35. Part Four out of Six