UNC-Chapel Hill BUSI 406 - Consumer Behavior (9 pages)

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Consumer Behavior

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Consumer Behavior


Lecture number:
Lecture Note
University of North Carolina at Chapel Hill
Busi 406 - Marketing

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BUSI 406 Principles of Marketing Lecture 6 Outline of Last Lecture I Segmentation II a Defining markets b Dimensions to use c Identifying segments d Identifying segments to target e Segmentation approaches Positioning a b c d e Understanding customer s view Positioning techniques Evaluating segment preferences Differentiating the marketing mix Relationship between positioning targeting Outline of Current Lecture I Understanding Buying Behavior a Why do we care b Who are our potential consumers What do we know about them c Consumer Behavior Model 1 Characteristics Affecting Consumer Behavior a beyond pure economic needs b Psychological influences c Social influences d Culture e Situational influences Current Lecture How we view Consumer Behavior Economics and psychology are often cited as key sources of marketing thought but marketing also derives a great deal of knowledge about consumer behavior from sociology anthropology and other social sciences The basic model of consumer behavior shown here integrates many of these influences 1 Economic needs a economy of purchase These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 2 3 4 5 b convenience c efficiency d dependability i Economic buyers people who know all the facts and logically compare choices to get the greatest satisfaction from spending their time and money ii Economic needs those needs that are concerned with the consumer making the best use of his or her time and money maximizing utility Psychological variables a motivation b perception c learning d attitude e trust f lifestyle i Psychological variables things that are going on in the mind of the consumer that affect purchase ii Examples attitudes personality learning processes trust and perceptions Social Influence a family b social class c reference groups i Social influences have to do with the associations that the buyer might have with other people ii

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