Roger D. Blackwell Paul W. Miniard James F. Engel Consumer Behavior Requests for permission to make copies of any part of the work should be mailed to

Roger D. Blackwell Paul W. Miniard James F. Engel

Consumer Behavior

Requests for permission to make copies of any part of the work should be mailed to the following address:

Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777

Copyright© 2000 by Harcourt, Inc. All rights reserved.

Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition


Consumer Behavior and Consumer Research

CHAPTER 1

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights

reserved.

What is Consumer Behavior?

Activities people undertake when obtaining, consuming, and disposing of products and services

ObtainingObtaining ConsumingConsuming DisposingDisposing

ConsumerConsumerInfluencesInfluences

OrganizationalOrganizationalInfluencesInfluences

Consumer Behavior


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Consumer Consumer InfluencesInfluences

Organizational Organizational InfluencesInfluences


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Consumer Consumer InfluencesInfluences

Organizational Organizational InfluencesInfluences

Culture EthnicityPersonality Values Life-stage Family Income Feelings Attitudes OpinionsAvailable ResourcesMotivations Past ExperiencesPeer GroupsKnowledge

Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability


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ConsumerConsumerInfluencesInfluences

OrganizationalOrganizationalInfluencesInfluences

Consumer Behavior


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How you decide you want to buy

Products you consider buying

Where you buy

How you pay for product

How you transport product home

How you use product

How you store the product in your home

Who uses the product

How much you consume

How product compares with expectations

How you get rid of remaining product

How much you throw away after use

If you resell items yourself or through a consignment store

How you recycle products


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OBTAININGHow you decide you want to buyProducts you consider buyingWhere you buy How you pay for productHow you transport product home

CONSUMINGHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectations

DISPOSINGHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or through a consignment storeHow you recycle products

CONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledge

ORGANIZATIONAL INFLUENCES

Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability

Consumer Behavior


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A field of study focusing on consumer activities


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A field of study focusing on consumer activities

Focus beyond just how people buy to how they consume goods


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The Marketing Concept

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.


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The Marketing Concept

The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Satisfaction with exchange depends on satisfaction with use and consumption of product


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Why Study Consumer Behavior?


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Consumer Behavior Helps Analyze Consumers’ Increasing Influence


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Marketing:Process of transforming or changing an organization to have what people will buy

“The Customer is King”Organization influenced by consumer needs and wants


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Consumer Behavior Educates and Protects Consumers


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Understanding consumers’ issues or problems and developing methods to reach and educate consumers

Educating Consumers About Cancer


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Tums educates consumers about the importance of calcium and increases awareness of its calcium content


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Consumer Behavior Affects Public Policy


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Consumer Behavior Affects Public Policy

Consumer Behavior Affects Personal Policy


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How much people spend and save

Personal Policy

Where people shop: Odd Lots


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Evolution of Consumer Behavior


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Retail Supply Chain:all the organizations involved in taking a product from inception to final consumption

-Manufacturers-Wholesalers-Retailers-Facilitating Organizations


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Retail Supply Chain:all the organizations involved in taking a product from inception to final consumption

-Manufacturers-Wholesalers-Retailers-Facilitating Organizations

Consumers’ Increased Influence on Business


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Wholesaler Manufacturer Retailer Consumer

ManufacturingOrientation

ComprehensiveConsumerOrientation

SellingOrientation

MarketingOrientation


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Wholesaler Manufacturer Retailer Consumer

ManufacturingOrientation

ComprehensiveConsumerOrientation

SellingOrientation

MarketingOrientation

Consumers’ Increasing Influence


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Manufacturing Orientation


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Selling Orientation


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Selling Orientation

Marketing Orientation

-Motivation research

-Positivism

-Postmodernism


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Pillsbury Builds its Brand with Icon


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Apple Rejuvenates Itself with A Marketing Focus


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Apple Rejuvenates Itself with A Marketing Focus


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Selling Orientation

Marketing Orientation

Comprehensive Consumer Orientation


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Comprehensive Consumer

Orientation

Beyond a marketing focusAlliances between supply chain members to focus on the needs of consumers

-Shared information-Common consumer-oriented goal

Role of consumers in shaping all aspects of life--society, government, and societal organizations


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Consumer Research: How To Study Consumer Behavior


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Consumer Research Methods

Observation

Gaining information by observing consumers in different situations, in natural or artificial setting


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Observation

Gaining information by observing consumers in different situations, in natural or artificial setting

In-home observation: examining how and when consumers use and consume products in their households

Shadowing: following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviors


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Interviews and Surveys

Surveys: efficient method for gathering information from a large sample of consumers by asking questions and recording responses (telephone and Internet surveys, mall intercepts and mail questionnaires)


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Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depth


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Focus Groups: a group discussion lead by a skilled moderator and designed to probe specific topics in-depth

Longitudinal Studies: repeated measures of activities over time to examine changes in behaviors/opinions


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Experimentation

Measuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables

-Laboratory experiment-Field experiment


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Experimentation

Measuring cause-and-effect relation-ships by manipulating independent variables to determine the effects of changes on dependent variables

-Laboratory experiment-Field experiment

Independent variables might include advertising frequency and package design.

Dependent variables might include purchase intent or behavior.


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Consumption Research

Builds on the three primary research methods to examine how people buy and use products and services.


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May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors.


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May use ethnographic tools to under-stand how values and culture influence usage of products and other behaviors.

May identify new uses for existing products or new product to satisfy unmet or changing consumer needs.


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The Underlying Principles of Consumer Behavior

The Consumer is Sovereign


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The Consumer is Global


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Consumers are exposed to and buy many global brands


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Consumers are Different; Consumers are Alike


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Cosmopolitan readers are different: Speak different languages & live in different countries

Cosmopolitan readers are alike: Interested in similar topics (love, men, and sex) and fashions


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The Consumer has Rights


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The Consumer has Rights

Everyone Needs to Understand Consumers


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Challenges for the Future

Gathering and interpreting information that organizations need to meet changing needs of consumers

Developing effective consumer research methods to capture changes in trends and lifestyles

Understanding consumer behavior from a broader perspective as an important part of lifeBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights

reserved.

Roger D. Blackwell Paul W. Miniard James F. Engel

Consumer Behavior

Requests for permission to make copies of any part of the work should be mailed to the following address:

Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777


Documents

Roger D. Blackwell Paul W. Miniard James F. Engel Consumer Behavior Requests for permission to make copies of any part of the work should be mailed to