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CB Topic 1 Introduction

The document discusses consumer behavior and its significance in marketing strategy, emphasizing the decision-making process and the influences on consumer choices. It outlines the basic concepts of marketing, the definition of consumer behavior, and the stages involved in the consumer's journey. The importance of understanding both internal and external factors affecting consumer behavior is highlighted for effective marketing implementation.

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phongta5577
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7 views18 pages

CB Topic 1 Introduction

The document discusses consumer behavior and its significance in marketing strategy, emphasizing the decision-making process and the influences on consumer choices. It outlines the basic concepts of marketing, the definition of consumer behavior, and the stages involved in the consumer's journey. The importance of understanding both internal and external factors affecting consumer behavior is highlighted for effective marketing implementation.

Uploaded by

phongta5577
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

CONSUMER

BEHAVIOR
References
[Solomon, Michael R]_Consumer Behavior Buying
01
(2020) (Global Ed)

[Hawkins & Mothersbaugh]_Consumer Behavior


02
Building Marketing Strategy_11th-edition
Objectives
Review the basic concepts of marketing.
01 Understand the concept of consumers behavior and situational
influences which may impact each stage of the decision
making process for the consumers

Understand the internal influences on consumers decision


02 making; Understand the external influences on consumers
behavior including family, household, social class and culture

Understand the importance and application of consumer


03 behavior to marketing strategy.
INTRODUCTION
CONSUMER BEHAVIOUR
AND
MARKETING STRATEGY
01 What is Marketing?

What is Consumers Behavior? Model


02
of Consumers Behavior

03 Decision Making Process


01 What is Marketing?
Marketing is a process by which companies
create value for customers
and build strong customer relationships in order to
capture value from customers in return.
Source: Principles of marketing by Lloyd C Harris, Philip Kotler, Gary Armstrong
The basic concepts of Marketing

Source: Principles of marketing by Lloyd C Harris, Philip Kotler, Gary Armstrong

“People are the center of Marketing”


Source: Marketing 5.0
Research

Implementation Communication
plan plan
Needs are states of felt deprivation.
Wants are the form human needs take as
they are shaped by culture and individual
personality.
Demands are human wants that are backed
by buying power.
What is Consumers
02 Behavior? Model of
Consumers Behavior
Source: [Solomon, Michael R]_Consumer Behavior Buying, P22
The field of consumer behavior covers a lot of
ground: It is the study of the processes
involved when individuals or groups select,
purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and
desires.
Source: [Solomon, Michael R]_Consumer Behavior Buying, P22
(source: Principles of Marketing, Philip Kotler & Gary Armstrong)
03 Decision Making Process
Aware Ask Avocate
Appeal Act
Consumer’s
Experience on
online

Search Make decision Post


information purchase
Decision
making’s
Regconize need Consideration
process

Touch points are places or situations in which a business has


contact with its customers
(source: [Link]

Consumer’s Where is the touch point?


Journey
Begin with End with the
brand advocating the
awareness brand to others
THANK YOU FOR
YOUR LISTENING

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