Consumer Behavior 11e Textbook PDF
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Uploaded by Deleted User
2015
Michael R. Solomon
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Summary
This document is a textbook on consumer behavior, discussing the processes involved in consumer decision-making, segmentation, and consumer-brand relationships. It covers topics like consumer needs and Maslow's hierarchy of needs.
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1 Buying, Having, Being CONSUMER BEHAVIOR, 11e Michael R. Solomon Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-1 What is Consumer Behavior? Consumer behavior: the study of the processes involved when individuals or groups select,...
1 Buying, Having, Being CONSUMER BEHAVIOR, 11e Michael R. Solomon Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-1 What is Consumer Behavior? Consumer behavior: 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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-2 Segmenting Consumers: Demographics Demographics: Age Gender Family structure Social class/income Race/ethnicity Geography Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-3 Consumer-Brand Relationships Self-concept attachment Nostalgic attachment Interdependence Love Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-4 Classifying Consumer Needs Need for affiliation Need for power Need for uniqueness Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-5 Figure 1.2 Maslow’s Hierarchy of Needs Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 1-6
