chapter 001

“Consumer Behavior”

Year3, Semester 2

Lectured by: Mr. Eng Leaphea,MBATel: 012 722076

Email: engleaphea@gmail.comSkype ID: rikreaymagazine

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Human Resources University

04/07/23

Self-Introduction

Course: Consumer BehaviorLecturer: Mr.Eng Leaphea, MBA

Tel: 012 722076Email: engleaphea@gmail.com

rikreaymagazine (skype)

Instructor’s ProfileName: Eng Leaphea (Mr.)Date of Birth: February 05, 1979Sex: MaleNationality: Cambodian Contact: H/P: 012 722076Email: engleaphea@gmail.com

Educational Background

Working Experiences02-04-2010 to 02-12-2010 10-12-2010 to

Present

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McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.

Introduction to Consumer Behavior and

Marketing Strategy

Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter 1

Facilitated the Combination by Prof. Muth VongsaLectured by: Mr. Eng Leaphea, MBA

Questions 1. What are the three elements of marketing strategies?2. Why is the Japanese company successful? 3. How do they increase the quality? 4. How do they market their products?5. What is your understanding of consumer behavior?6. What factors that influence their thoughts, feeling, and

actions? 7. Why does the consumer’s feeling, thoughts, and actions

constantly change?8. What is your understanding of “ interactions”? 9. What does the marketer need to understand?10.What is your understanding of “ Exchanges” ?11. How do you study the consumer behavior?

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Questions• How do you study the consumer behavior?

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Three Elements for Marketing Strategy

Online Business to Consumer

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• The marketing concept suggests an organization should satisfy consumer needs and wants in order to make a profit– Need to understand customers– Must stay close to customers

• Past problems with marketing concept– The concept was not implemented in the entire

organization and viewed more as a marketing task

Introduction

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• Shift of focus to better serve consumers for three major reasons– Dramatic success of Japanese companies

• Focus on providing consumers value-laden products• Superior quality and lower prices of Japanese

products• Increased consumer interest in world markets

– Dramatic increase in the quality of consumer and marketing research

• Use of technology to identify and know customers personally

• Ability to track consumer reactions

Introduction cont.

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• Shift of focus to better serve consumers for three major reasons– Development of the Internet as a marketing tool

• E-marketing potential• Increased importance of consumer behavior

research• Ability to conduct marketing research studies

Introduction cont.

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• The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives

• Involves thoughts and feelings people experience and actions they perform in the consumption processes

What is Consumer Behavior?

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• Includes all things in the environment that influence thoughts, feelings, and actions– Comments from other consumers– Advertisements– Price information– Packaging– Product appearance etc.

What is Consumer Behavior? cont.

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• Thinking, feelings, and actions of individual consumers, targeted consumer groups, and society at large are constantly changing

• Requires ongoing consumer research and analysis of important trends

• Makes development of marketing strategies difficult and exciting– Shorter product life-cycle increases importance

of constant innovation

Dynamic Consumer Behavior

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• Interactions among people’s thinking, feelings and actions, and the environment

• Marketers need to understand– What products and brands mean to consumers– What consumers must do to purchase and use

them– What influences shopping, purchase, and

consumption

Consumer Behavior Involves Interactions

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• Exchange between people involves giving up of something of value and receiving something in return

• Role of marketing in society is to help create exchanges by formulating and implementing marketing strategies

Consumer Behavior Involves Exchanges

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Approaches to the Study of Consumer Behavior

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• Interpretive– Based on theories and methods from cultural

anthropology– Objective is to understand consumption and its

meanings– Methods of study involve

• Long interviews• Focus groups

Major Approaches to Studying Consumer Behavior

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• Traditional– Based on theories and methods from cognitive, social,

and behavioral psychology, and sociology– Objective is to develop theories and methods to explain

consumer decision making and behavior– Methods of study involve

• Experiments• Surveys

Major Approaches to Studying Consumer Behavior cont.

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• Marketing science– Based on theories and methods from

economics and statistics– Objective is to develop and test mathematical

models to predict the impact of marketing strategies on consumer choice and behavior

– This method of study has become popular in the consumer packaged goods industry since it can handle large scanner data sets

Major Approaches to Studying Consumer Behavior cont.

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Relationship among Action-Oriented Groups in Consumer Behavior

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• Three groups use knowledge about consumer behavior and consumer behavior research– Marketing organizations

• Businesses attempting to sell products• Organizations that seek exchanges with consumers

– Government and political organizations• Major concern is monitoring and regulating

exchanges between marketing organizations and consumers

Uses of Consumer Behavior Research

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• Three groups use knowledge about consumer behavior and consumer behavior research– Consumers

• Includes consumers and organizational buyers who exchange resources for various goods and services

• Interest in making exchanges that help them achieve their goals and the understanding of their own behavior

Uses of Consumer Behavior Research cont.

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• Marketing strategy– Design, implementation, and control of a plan to

influence exchanges to achieve organizational objectives

– In consumer markets, these are designed to • Increase chances of favorable thoughts and feelings

of particular products, services and brands among consumers

• Increase chances of trial and purchase

Consumer Behavior’s Role in Marketing Strategy

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• Marketing strategy– Developed by manufacturers, retail stores,

catalog retailers, e-tailers and other direct marketers to

• Increase chances of favorable thoughts and feelings among consumers about purchasing from them

• Increase chances of actual purchase

– Developed by companies that make funds available for purchase to

• Increase chances of usage of services offered by consumers

Consumer Behavior’s Role in Marketing Strategy cont.

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• Marketing strategies involve developing and presenting marketing stimuli directed at selected target markets to influence – What they think– How they feel– What they do

• Essence of marketing strategy is to understand markets, develop and implement superior strategies to attract and hold them profitably

Consumer Behavior’s Role in Marketing Strategy cont.

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• Powerful force on consumers and society at large– The power of marketing and the ability of

consumer research and analysis to yield insight into consumer behavior should not be discounted or misused

Consumer Behavior’s Role in Marketing Strategy cont.

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Marketing Strategy Queries Consumer Behavior Research Can Help Answer

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• The marketing concept was defined and past problems were discussed

• The aspects of consumer behavior were presented

• Three major approaches to consumer behavior research were exhibited

• The groups that use knowledge about consumer behavior and research were identified

• The role of consumer behavior in a marketing strategy was discussed

Summary