Marketing 3325-Consumer Behavior, Otto Test 1 2023
Consumer Behavior
All consumer activities associated with the purchase, use, and disposal of goods and
services
Individual Consumers
Satisfy needs and wants for themselves or others
Organizational Consumers
Purchase goods and services to produce or resell other goods and services or help
manage their organizations
3 Consumer Activities
1. Purchase
2. Use
3. Disposal
Purchase Activities
-Gather and evaluate information
-Purchase/transaction method
-other: deliveries, reason for purchase
Use Activities
Where? On premise vs. Off premise
When? Immediate vs. Delayed Consumption
How? Complete vs. Partial Consumption
Disposal Activities
Recycle, reuse, resale
Affective Responses
-Moods-long
-Emotions-medium
-Feelings-short
Cognitive Responses
Beliefs-non evaluative
Opinions-advances propositions
Attitudes-evaluations
Inventions-inclinations to behave
Behavioral Responses
Inquiring
Trying
Buing
Recommending
Why study consumer behavior?
-Improve business performance
-influence public policy
-help consumers make better decisions
Marketing Research
A systematic process of planning, collecting, analyzing, and interpreting data and
information relevant to marketing
Types of Consumer Behavior Research
Consumer Behavior
All consumer activities associated with the purchase, use, and disposal of goods and
services
Individual Consumers
Satisfy needs and wants for themselves or others
Organizational Consumers
Purchase goods and services to produce or resell other goods and services or help
manage their organizations
3 Consumer Activities
1. Purchase
2. Use
3. Disposal
Purchase Activities
-Gather and evaluate information
-Purchase/transaction method
-other: deliveries, reason for purchase
Use Activities
Where? On premise vs. Off premise
When? Immediate vs. Delayed Consumption
How? Complete vs. Partial Consumption
Disposal Activities
Recycle, reuse, resale
Affective Responses
-Moods-long
-Emotions-medium
-Feelings-short
Cognitive Responses
Beliefs-non evaluative
Opinions-advances propositions
Attitudes-evaluations
Inventions-inclinations to behave
Behavioral Responses
Inquiring
Trying
Buing
Recommending
Why study consumer behavior?
-Improve business performance
-influence public policy
-help consumers make better decisions
Marketing Research
A systematic process of planning, collecting, analyzing, and interpreting data and
information relevant to marketing
Types of Consumer Behavior Research
