Bài giảng Hành vi người tiêu dùng - Chương 1: Consumers rule - Bùi Thị Phương Hoa
Chapter 1
Consumers Rule
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand why:
• Consumer behavior is a process.
• Consumers use products to help them define their identities
in different settings.
• Marketers need to understand the wants and needs of
different consumer segments.
• The Web is changing consumer behavior.
• Consumer behavior relates to other issues in our lives.
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Chapter Objectives (cont.)
• Consumer activities can be harmful to individuals and to
society.
• Many different types of specialists study consumer behavior.
• There are two major perspectives that seek to understand
and study consumer behavior.
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Aspects of Consumer Behavior
Gail, business student and consumer
• Segmented by marketers by
demographics
• Market segmentation: targeting a
brand to specific groups of consumers
• Influenced by peer groups (such as
sorority sisters)
• Exposed to competing brands seeking her
loyalty
• Evaluates products by the appearance,
taste, texture, smell
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What is Consumer Behavior?
Consumer behavior: the
study of the processes
involved when individuals
or groups select,
purchase, use, or dispose
of products, services,
ideas, or experiences to
satisfy needs and
desires.
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Consumer Behavior is a “Process”
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Figure 1.1
Actors in Consumer Behavior
Consumer: a person who
identifies a need or desire,
makes a purchase, and then
disposes of the product.
• Purchaser versus user versus
influencer
• Organization/group as
consumer
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Consumers’ Impact on Marketing
Understanding consumer behavior is good business
• Understanding people/organizations to satisfy consumers’
needs
• Knowledge and data about customers:
• Help to define the market
• Identify threats/opportunities to a brand
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Segmenting Consumers
• Market segmentation is even more important today
• Promotion budgets used toward more specialized media
• McDonalds uses ethnic programming, women’s blogs, in-
store videos for young men
• Marketers build brand loyalty by going after heavy users
• Taco Bell developed higher-calorie Chalupa for its loyal
customers
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Segmenting Consumers: Demographics
Demographics: statistics that
measure observable aspects
of a population, such as:
• Age
• Gender
• Family structure
• Social class and income
• Race and ethnicity
• Geography
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Discussion
What are some products or services that are widely used by your
social group?
• Do these products or services help you form bonds with your
group? If yes, give examples.
• Are there any product or services you would avoid because of
the social group you belong to?
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Segmenting Consumers: Lifestyles
Psychographics
• The way we feel about
ourselves
• The things we value
• The things we do in our
spare time
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Tapping into Consumer Lifestyles
• Relationship marketing: interact with customers
regularly; give them reasons to maintain a bond with
the company
• Database marketing: tracking specific consumers’
buying habits and crafting products and messages
tailored precisely to people’s wants
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The Meaning of Consumption
• People often buy products not for what they do, but for what
they mean
• Consumers can develop relationships with brands:
Self-Attachment Concept
Interdependence
Nostalgic Attachment
Love
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The Global Consumer
Global Consumer Culture
• People united by common
devotion to:
• Brand name consumer goods
• Movie stars
• Celebrities
• Leisure activities
• Ubiquitous networks (u-
commerce)
• RFID tags
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Virtual Consumption
• Impact of the Web on
consumer behavior
• 24/7 shopping without
leaving home
• Instantaneous access to
news
• Handheld devices &
wireless communications
Click photo for Amazon.com
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Virtual Consumption (cont.)
• C2C e-commerce
• Virtual brand communities
• Consumer chat rooms
• “Wired” Americans spend…
• Less time with friends/family
• Less time shopping in stores
• More time working at home after hours
• But, e-mail can strengthen family ties
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Marketing and Reality
“Blurred boundaries” between marketing efforts and “the real
world”
• One Monopoly game “brands” its playing pieces
• Vermont ski resort has “Altoids” gondolas
• San Francisco hotel has a Haagen-Dazs “sweet suite”
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Discussion
It seems that everywhere you turn, marketers are trying to
capture your attention. Sports stadiums are named after
corporate sponsors, and brands are advertised on everything
from buses to t-shirts.
• Do advertisers have the right to reach you all the time?
• If yes, why?
• If no, why?
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Marketing Ethics and Public Policy
• Business ethics: rules of conduct that guide actions in the
marketplace
• Cultural differences in ethics:
• Codes of ethics less formal in Mexico
• U.S. Foreign Corrupt Practices Act prohibits use of bribery
by U.S. businesspeople—no matter where they’re doing
business
• Bribery commonly practiced in other countries
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