Consumer Behavior

Chapter 1
Introduction to Consumer
Behaviour

Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006
Pearson Education Canada Inc.

Consumer Behaviour

The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
Copyright © 2006 Pearson Education Canada Inc.

1-2

Personal Consumer

The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend. Copyright © 2006 Pearson Education Canada Inc.

1-3

Development of the Marketing
Concept
Production
Concept

Product Concept
Selling Concept
Marketing
Concept
Copyright © 2006 Pearson Education Canada Inc.

1-4

The Production Concept
 Assumes

that consumers are interested primarily in product availability at low prices
 Marketing objectives:
– Cheap, efficient production
– Intensive distribution
– Market expansion
Copyright © 2006 Pearson Education Canada Inc.

1-5

The Product Concept
 Assumes

that consumers will buy the product that offers them the highest quality, the best performance, and the most features
 Marketing objectives:
– Quality improvement
– Addition of features
 Tendency

toward Marketing Myopia

Copyright © 2006 Pearson Education Canada Inc.

1-6

The Selling Concept
 Assumes

that consumers are unlikely to buy a product unless they are aggressively persuaded to do so
 Marketing objectives:
– Sell, sell, sell
 Lack

of concern for customer needs and satisfaction
Copyright © 2006 Pearson Education Canada Inc.

1-7

The Marketing Concept
 Assumes

that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition
 Marketing objectives:
– Profits through customer satisfaction
Copyright © 2006 Pearson Education Canada Inc.

1-8

Business Leaders Who Understood
Consumer Behaviour
 Alfred

Sloan, General