Consumer Behaviour - Chapter 1: Buying,
Having, and Being
Marketing Tutorials
Welcome to Consumer Behavior: Buying,
Having, and Being
This presentation explores consumer behavior, which is the
process of how individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy
needs and desires. The study of consumer behavior is relevant
to marketers because they need to understand the wants and
needs of different consumer segments to create successful
marketing strategies.
Learning Objectives
Understand the role of consumers and how they
influence marketing
Recognize the complexity and variety of consumer
motivations to consume
Explore the impact of technology and culture on
consumer behavior
Identify different perspectives on consumer behavior
and its relevance to marketers
The Three Stages of Consumer Behavior
Consumer behavior consists of three stages: pre-purchase,
purchase, and post-purchase. Marketers must understand the
various consumer segments they are targeting in order to meet
their needs. Usage can help focus marketers' attention.
Demographic variables such as age, gender, family structure,
social class, race or ethnicity, geography, and lifestyle can also
be useful in understanding groups of consumers.
The Extended Role of Products in Our Lives
People often buy products not only for what they do but also
for what they mean. Products can play an extended role in our
lives, such as helping to establish our identity, serving as a link
to our past, becoming part of our daily routine, or eliciting
emotional bonds of warmth, passion, or other strong emotions.
Having, and Being
Marketing Tutorials
Welcome to Consumer Behavior: Buying,
Having, and Being
This presentation explores consumer behavior, which is the
process of how individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy
needs and desires. The study of consumer behavior is relevant
to marketers because they need to understand the wants and
needs of different consumer segments to create successful
marketing strategies.
Learning Objectives
Understand the role of consumers and how they
influence marketing
Recognize the complexity and variety of consumer
motivations to consume
Explore the impact of technology and culture on
consumer behavior
Identify different perspectives on consumer behavior
and its relevance to marketers
The Three Stages of Consumer Behavior
Consumer behavior consists of three stages: pre-purchase,
purchase, and post-purchase. Marketers must understand the
various consumer segments they are targeting in order to meet
their needs. Usage can help focus marketers' attention.
Demographic variables such as age, gender, family structure,
social class, race or ethnicity, geography, and lifestyle can also
be useful in understanding groups of consumers.
The Extended Role of Products in Our Lives
People often buy products not only for what they do but also
for what they mean. Products can play an extended role in our
lives, such as helping to establish our identity, serving as a link
to our past, becoming part of our daily routine, or eliciting
emotional bonds of warmth, passion, or other strong emotions.
