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Consumer Behavior

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Chapter 1

Consumers Rule

1-1

How old is Bungy Jumping?

• Bungy jumping turned 26 in 2014
• Where is the highest bungy jump?
• http://www.youtube.com/watch?v=4Wf1yndBO
0w

• AJ Hackett’s Tower in Macao –Auckland
Stock Exchange B – 764 feet

Chapter Objectives
When you finish this chapter, you should understand why: • Consumers use products to help them define their identities in different settings (think of consumers as role players who need different products).

• For example, many family social occasions are accompanied by food and drink, and the consumption of these goods acts as a shared bond that the group uses to define membership in that group. Another example is the style of clothing (e.g., A & F, Hollister) worn by young people to define their group membership.

• Consumer behavior is a process involved when individuals or groups select, purchase, use, or dispose of products, services

1-3

Chapter Objectives
• Marketers need to understand the wants and needs of different consumer segments (product usage, demographics, and psychographics- redneck bank)

• The Web is changing consumer behavior: a problem is the loss of privacy and the deterioration of traditional social interactions

• Consumer behavior relates to other issues in our lives-public policy issues (e.g., ethical marketing practices) and the dynamics of popular culture

• Consumer activities can be harmful to individuals and to society
(terrorism-poisoning, drug and gambling addiction, and compulsive consumption-excessive shopping)

• Many different types of specialists study consumer behavior
(micro vs. macro).

• There are two major perspectives that seek to understand and study consumer behavior (positivist vs. interpretivist perspective)
1-4

Aspects of Consumer Behavior

• Segmented by marketers by demographics •

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