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1、,Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Behavior and Consumer Research,CHAPTER 1,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rig
2、hts reserved.,What is Consumer Behavior?,Activities people undertake when obtaining, consuming, and disposing of products and services,Obtaining,Consuming,Disposing,Consumer Influences,Organizational Influences,Consumer Behavior,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyri
3、ght 2001 by Harcourt, Inc. All rights reserved.,Consumer Influences,Organizational Influences,Culture Ethnicity Personality Values Life-stage Family Income Feelings Attitudes Opinions Available Resources Motivations Past Experiences Peer Groups Knowledge,Brand Product Features Advertising Word of Mo
4、uth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Obtaining,Consuming,Disposing,Consumer Influences,Org
5、anizational Influences,Consumer Behavior,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Obtaining,Consuming,Disposing,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights r
6、eserved.,Obtaining,Consuming,Disposing,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 expec
7、tations,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,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,OBTAINING How you
8、 decide you want to buy Products you consider buying Where you buy How you pay for product How you transport product home,CONSUMING 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,DISPOSING How you get rid of
9、 remaining product How much you throw away after use If you resell items yourself or through a consignment store How you recycle products,CONSUMER INFLUENCES Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Motivations Past Experiences Feelings Pee
10、r Groups Knowledge,ORGANIZATIONAL INFLUENCES Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability,Consumer Behavior,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition,
11、 Copyright 2001 by Harcourt, Inc. All rights reserved.,Why Study Consumer Behavior?,Consumer Behavior Helps Analyze Consumers Increasing Influence Consumer Behavior Educates and Protects Consumers Consumer Behavior Helps Formulate Public Policy Consumer Behavior Affects Personal Policy,Blackwell, Mi
12、niard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Research: How To Study Consumer Behavior,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Research Methods
13、,Observation Gaining information by observing consumers in different situations, in natural or artificial setting,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Research Methods,Observation Gaining information by observ
14、ing 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 reaso
15、ns for behaviors,Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Research Methods,Interviews and Surveys Surveys: efficient method for gathering information from a large sample of consumers by asking questions and record
16、ing responses (telephone and Internet surveys, mall intercepts and mail questionnaires),Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright 2001 by Harcourt, Inc. All rights reserved.,Consumer Research Methods,Interviews and Surveys Surveys: efficient method for gathering informat
