Chapter 1: An Introduction to Consumer Behavior

Defining Consumer Behavior

• Consumer Behavior is the Process Involved When Individuals or Groups Select, Use, or Dispose of Products, Services, Ideas or Experiences (Exchange) to Satisfy Needs and Desires.

Issues During Stages in the Consumption Process

Consumers’ Impact on Marketing Strategy

• Understanding consumer behavior is good business.
• Firms exist to satisfy consumers’ needs, so
• Firms must understand consumers needs to satisfy them.
• The Process of Marketing Segmentation:
• Identifies Groups of Consumers Who are Similar to One Another in One or More Ways, and
• Devises Marketing Strategies that Appeal to One or More of These Groups.