2. Definition of Consumer
Behavior
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
3. Consumer Research
The systematic and objective process of
gathering, recording, and analyzing
data for aid in understanding and
predicting consumer thoughts, feelings,
and behaviors.
In a global environment, research has
become truly international.
5. Types of Consumer Research
Basic Research
To expand knowledge about consumers in
general
Applied Research
When a decision must be made about a
real-life problem
6. The Consumer Research
Process
Defining the Problem and Project
Scope
The Research Approach
The Research Design
Data Collection
Data Analysis and Interpretation
Report
7. Production Concept
Focus on Production
View of consumers:
They will buy as long as the product is available
and affordable.
Focus on production justified:
Demand higher than supply
Non-competitive product cost
8. Selling Concept
Focus on selling
View of consumers:
We have to sell to them or else they won’t
buy.
Focus on selling justified:
Introductory stages of product life cycle
9. Marketing Concept
Focus on marketing
Creating mutually rewarding exchange
relationships
Consumer needs and wants have priority
View of consumers:
They will buy if you fulfill their needs better
than the competition.