พฤติกรรมผู้บริโภค บทที่ 1 ความสำคัญของการศึกษา พฤติกรรมผู้บริโภค

1. Chapter 1: Concepts and Importance of
Consumer Behavior
o What is Consumer Behavior
o Buyer, Customer and Consumer
o Types of Consumer
o Factors Influencing Consumer Behavior
o Models of Consumer Behavior
o Consumer Behavior Studies
o Consumer Behavior Trends
o The Importance of Consumer Behavior
o Consumer Behavior and Marketing Management

2. Concepts and Importance of Consumer Behavior
What is Consumer Behavior?
Why? Psychology
Human
Behavior
Sociology Anthropology
Why? Psychology Application
Consumer Marketing
Behavior Management
Sociology Anthropology

3. Concepts and Importance of Consumer Behavior
What is Consumer Behavior?
What is Consumer Behavior?
Schiffman and Kanuk (2010: 23) define
consumer behavior as the behavior that
consumers display in searching for, purchasing,
using, evaluating, and disposing of product and
services that they expect will satisfy their
needs.

4. Concepts and Importance of Consumer Behavior
What is Consumer Behavior?
What is Consumer Behavior?
Consuming Activities
Affecting Factors
Consumer
Behavior
Consumer Responses
Economics

5. Concepts and Importance of Consumer Behavior
Buyer, Customer and Consumer
Buyer, Customer and Consumer
“Buyer” is any person who contracts
to acquire products or services.
The term "customer" is typically
used to refer to someone who
regularly purchases from a particular
store or company.
The term "Consumer" more
generally refers to anyone engaging
in any of the activities used in
definition of consumer and Bitta (1993: 5)
Loudon behavior.

6. Concepts and Importance of Consumer Behavior
Types of Consumer
Types of Consumer
Personal consumers Organizational consumers
o Industrial
consumers
o Institutional
consumers
o State consumers
• Initiators • Initiators
• Influencers • Influencers
• Deciders • Deciders
• Buyer
• Buyer
• User
• Uses • Approvers
• Gatekeepers

7. Concepts and Importance of Consumer Behavior
Factors Influencing Consumer Behavior
Factors Influencing Consumer Behavior
Internal
Factors
Consumer
Marketing Activities
Behavior
External
Factors

8. Concepts and Importance of Consumer Behavior
Models of Consumer Behavior
Smith and Taylor (Stimulus-response model or Black box model)
Input Black Outp
s box uts
Stimulus Intervening Response
variables variables variables

9. Concepts and Importance of Consumer Behavior
Models of Consumer Behavior
Meldrum and McDonald Model
External factors Buyer’s black box Outcomes
o Economic Characteristics o Product
condition o Culture form
o New o Social context o Brand
technology o Family values o Retail
o Media o Psychology outlet
o Law and profile o Value
politics Personal o Form of
o Social circumstances payment
culture o Socio-economic o Timing of
o Marketing position purchase
mix o Lifecycle stage
o Lifestyle
o Access to credit
Decision process
o Recognition of
need
o Information
search
o Evaluation

10. Concepts and Importance of Consumer Behavior
Models of Consumer Behavior
Blythe Model
Cognition
Personal and
Environment Consumer
Affect Conation behavior
al factors

11. Schiffman and Kanuk Model
(10th Ed.)
Motivation = Drive
(Fulfill Needs)
Perception = Image
in Mind
Learning =
Knowledge
Personality = Habit
Attitude = Like or
Dislike

12. Concepts and Importance of Consumer Behavior
Consumer Behavior Studies
Study Topics
Wh
o
Ho Wh
w at
Cust
omer
Wh Beha Wh
om vior en
Wh Wh
ere y

13. Concepts and Importance of Consumer Behavior
Consumer Behavior Studies
Consumer Behavior Studies
Economics Sociology
Cust
omer
Beha
vior
Psychology Anthropology

14. Concepts and Importance of Consumer Behavior
Consumer Behavior Trends
Consumer Trends
o From Product Focus to Customer Focus
o Fragmented Market
o Time Value
o Customization
o Internet

15. Concepts and Importance of Consumer Behavior
The Importance of Consumer Behavior
The Importance of Consumer Behavior
o Marketing manager
o Ethicists and advocacy groups
o Public policy makers and regulators
o Academics
o Consumers and society

16. Concepts and Importance of Consumer Behavior
Consumer Behavior and Marketing Management
Consumer Behavior and Marketing Management
Prod
Marke uct
ting Serv
Strate ice
gies
Positi Custo Pric
oning mer e
Behav
ior
Targ
et Plac
Mark e
et
Commun Prom
ication otion

17. End of Chapter 1: Concept and Importance
of Consumer Behavior