CONSUMER BEHAVIOR TOPIC 1.pdf

Roberto H. Visitacion, DBA USC-SBE | Department of Business Administration TOPIC OUTLINE I. Overview of Consumer Behavior II. Importance of Understanding Consumers III.Consumer Behavior & Marketing Strategy IV.Trends in Consumer Behavior Overview of Consumer Behavior What is Consumer Behavior? Con...

Roberto H. Visitacion, DBA USC-SBE | Department of Business Administration TOPIC OUTLINE I. Overview of Consumer Behavior II. Importance of Understanding Consumers III.Consumer Behavior & Marketing Strategy IV.Trends in Consumer Behavior Overview of Consumer Behavior What is Consumer Behavior? Consumer behavior is the study of how individuals, groups, or organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It encompasses the decision-making processes and actions that consumers undertake before, during, and after making a purchase. Overview of Consumer Behavior Scope of Consumer Behavior: Consumer behavior is a multidisciplinary field drawing from psychology, sociology, anthropology, economics, and marketing. It examines various aspects of consumer activities, including: Psychological Processes: How motivation, perception, learning, attitudes, and personality influence consumer decisions. Social Influences: The impact of family, friends, social groups, and culture on consumer behavior. Decision-Making Processes: How consumers recognize needs, search for information, evaluate alternatives, make purchase decisions, and reflect on their purchase post- consumption. Behavioral Outcomes: The patterns of consumption, loyalty, and disposal practices exhibited by consumers. Overview of Consumer Behavior Types of Consumers: Individual Consumers: Focuses on the behaviors and decisions of individuals purchasing goods and services for personal use. Organizational Consumers: Involves businesses, governments, and institutions that purchase goods and services for operational needs, resale, or production. Importance of Understanding Consumers 1. Foundation for Marketing Strategy: Understanding consumer behavior is critical for developing effective marketing strategies. By gaining insights into what drives consumer decisions, businesses can: Identify Target Markets: Segment the market based on consumer characteristics and behaviors, allowing for more tailored marketing efforts. Product Development: Design products that meet consumer needs and preferences, enhancing product acceptance and satisfaction. Importance of Understanding Consumers Pricing Strategies: Set prices based on consumer perceptions of value, willingness to pay, and sensitivity to price changes. Promotion and Communication: Craft messages that resonate with consumers, leveraging appropriate channels to reach the target audience effectively. Distribution Decisions: Select distribution channels that align with consumer preferences for convenience, accessibility, and service. Importance of Understanding Consumers 2. Enhances Customer Satisfaction and Loyalty: By understanding what consumers value, businesses can improve the overall customer experience, leading to higher satisfaction, repeat purchases, and brand loyalty. Understanding consumer behavior helps in addressing pain points, offering personalized experiences, and creating products or services that exceed expectations. 3. Predicting Market Trends: Understanding consumer behavior allows businesses to anticipate market trends and adapt quickly to changes. By monitoring shifts in consumer preferences, businesses can innovate, adjust their strategies, and maintain competitiveness in dynamic markets. Importance of Understanding Consumers 4. Informed Decision-Making: Insights into consumer behavior support data-driven decision-making across various functions, including marketing, sales, product development, and customer service. This leads to more efficient use of resources, better risk management, and improved return on investment (ROI). 5. Social and Ethical Implications: Understanding consumer behavior also involves recognizing the social and ethical implications of marketing practices. Businesses must ensure that their strategies promote positive social values, protect consumer rights, and avoid practices that could lead to harm or exploitation. Consumer Behavior & Marketing Strategy 1. Market Segmentation: Market segmentation involves dividing a broad consumer market into smaller, more homogenous groups based on shared characteristics. Understanding consumer behavior enables marketers to segment the market effectively by: Demographic Segmentation: Based on age, gender, income, education, occupation, etc. Psychographic Segmentation: Based on lifestyle, personality traits, values, and attitudes. Behavioral Segmentation: Based on purchase behavior, usage patterns, brand loyalty, and benefits sought. Geographic Segmentation: Based on location, region, urban/rural status, climate, etc. Consumer Behavior & Marketing Strategy 2. Positioning: Positioning involves creating a distinct image or identity for a product in the minds of consumers relative to competing products. Consumer behavior insights help marketers understand how consumers perceive different products and brands, allowing them to: Identify Unique Selling Propositions (USPs): Highlight attributes that are most valued by the target audience. Differentiate from Competitors: Create a unique brand identity that stands out in the market. Communicate Value: Develop messaging that aligns with consumer perceptions and emphasizes the benefits that matter most to them. Consumer Behavior & Marketing Strategy 3. Consumer Decision-Making Process: Understanding the stages of the consumer decision-making process helps marketers design strategies that guide consumers from need recognition to post-purchase behavior. The stages include: Need Recognition: Identifying what triggers a consumer's need or desire for a product. Information Search: Understanding where and how consumers seek information about products. Consumer Behavior & Marketing Strategy Evaluation of Alternatives: Knowing the criteria consumers use to compare different products and brands. Purchase Decision: Influencing the factors that lead to the final purchase decision. Post-Purchase Behavior: Managing consumer satisfaction, dealing with cognitive dissonance, and encouraging repeat purchases. Consumer Behavior & Marketing Strategy 4. Consumer Insights for Product Development: Consumer behavior research informs product development by revealing unmet needs, pain points, and desires. Businesses can use this information to: Design New Products: Create innovative products that fulfill consumer needs more effectively. Improve Existing Products: Make enhancements based on consumer feedback and changing preferences. Product Life Cycle Management: Develop strategies for different stages of the product life cycle, from introduction to decline. Consumer Behavior & Marketing Strategy 5. Customer Relationship Management (CRM): CRM strategies are informed by consumer behavior, focusing on building long-term relationships with customers. By understanding consumer preferences, purchase history, and communication preferences, businesses can: Personalize Marketing Efforts: Tailor offers and communication to individual consumer needs. Enhance Customer Experience: Provide consistent and high-quality service across all touchpoints. Increase Customer Retention: Implement loyalty programs, personalized rewards, and effective customer service to retain customers. Trends in Consumer Behavior 1. Digital Transformation: The rise of digital technology has significantly altered consumer behavior, with more consumers relying on online platforms for shopping, information, and communication. Key trends include: E-commerce Growth: Increased online shopping across various product categories. Mobile Commerce: Growing preference for shopping via mobile devices. Social Media Influence: The role of social media in shaping consumer opinions, brand perceptions, and purchase decisions. Personalization: Consumers expecting personalized experiences and recommendations based on their online behavior. Trends in Consumer Behavior 2. Experience-Driven Consumption: Consumers are increasingly valuing experiences over material possessions. This trend is characterized by: Experiential Marketing: Brands creating immersive and memorable experiences to engage consumers. Service Innovation: Businesses offering services that enhance the overall consumer experience, such as subscription models or on- demand services. Emotional Engagement: Brands focusing on building emotional connections with consumers through storytelling and brand purpose. Trends in Consumer Behavior 3. Sustainability and Ethical Consumption: Consumers are becoming more conscious of the environmental and social impact of their purchases. This trend includes: Demand for Sustainable Products: Growing interest in eco- friendly, organic, and ethically sourced products. Corporate Social Responsibility (CSR): Consumers favoring brands that demonstrate commitment to social and environmental causes. Transparency: Increased demand for transparency in supply chains, sourcing practices, and product ingredients. Trends in Consumer Behavior 4. Health and Wellness: The health and wellness trend continues to influence consumer behavior, with a focus on: Healthy Eating: Increased demand for organic, natural, and plant-based foods. Fitness and Wellbeing: Growing interest in fitness products, wellness services, and mental health support. Preventive Healthcare: Consumers seeking products and services that promote long-term health and prevent illness. Trends in Consumer Behavior 5. Convenience and Speed: Consumers today prioritize convenience and speed in their purchasing decisions. This trend is evident in: On-Demand Services: The rise of services that offer immediate or same-day delivery, such as food delivery apps and express shipping. Simplified Purchasing Processes: Businesses streamlining the buying process with features like one-click purchasing, mobile wallets, and subscription models. Automation and AI: The use of AI and automation to enhance convenience, such as personalized recommendations, chatbots, and voice-activated shopping. Trends in Consumer Behavior 6. Influence of Social and Cultural Factors: Consumer behavior is shaped by social and cultural changes, including: Cultural Shifts: Changing attitudes towards gender roles, diversity, and inclusion influencing brand perceptions and product choices. Peer Influence: The growing impact of peer reviews, testimonials, and influencer marketing on consumer decisions. Globalization: Exposure to global cultures and trends influencing local consumer behavior and preferences. Summary Consumer behavior examines how individuals, groups, and organizations make decisions to purchase, use, and dispose of products and services. It encompasses the processes and factors influencing these decisions, including psychological, personal, social, and cultural influences. Understanding consumer behavior is crucial for businesses to effectively meet customer needs, segment markets, and develop targeted marketing strategies. By analyzing trends such as digital transformation, sustainability, and personalization, companies can adapt their strategies to align with evolving consumer preferences and enhance their competitive edge. References Recommended Textbooks: Consumer Behavior: Buying, Having, and Being by Michael R. Solomon Consumer Behavior by Leon Schiffman and Joseph Wisenblit Consumer Behavior: A Managerial Perspective by Harold W. Berkman and Christopher Gilson THANK YOU FOR LISTENING Q&A