文档介绍：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 rights 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, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer
Influences
Organizational Influences
Culture
Ethnicity
Personality
Values
Life-stage
Family
e
Feelings
Attitudes
Opinions
Available Resources
Motivations
Past Experiences
Peer Groups
Knowledge
Brand
Product Features
Advertising
Word of Mouth
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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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 pares with expectations
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 decide you want to buy
Products you consider buying
Where you bu