MKTG 3100
Analysis of Consumer Behavior


Consumers Rule

Overview:

This introductory section provides an overview of the field of consumer behavior.  Chapter 1 looks at how the field of marketing is influenced by the actions of the consumers and also at how marketers influence us as consumers.  It describes the discipline of consumer behavior and some of the different approaches to understanding what makes the consumer tick.  It also highlights the importance of the study of consumer behavior to such public policy issues as addiction and environmentalism.

Learning Objectives:

When you finish this chapter you should understand the following:

  • Consumer behavior is a process.

  • Consumers use products to help them define their identities in different settings.

  • Marketers need to understand the wants and needs of different consumer segments.

  • The Web is changing consumer behavior.

  • Consumer behavior is related to other issues in our lives.

  • Consumer activities can be harmful to individuals and to society.

  • A wide range of specialists study consumer behavior.

  • There are two major perspectives on understanding and studying consumer behavior.

Self Assessment of Learning

Exploring the Web

Websites relating to the topics covered in this chapter:

www.iVillage.com

www.Oxygen.com

www.gammaphibeta.org

www.collegeclub.com

www.instyleshoes.com

www.kickz.com

www.toymuseum.com

www.usnews.com

www.amazon.com

www.match.com

www.consumerreports.org

www.cpsc.gov

www.BehindTheLabel.org

www.Scamorama.org

www.dogdoo.com

CONGRATULATIONS ON COMPLETING THIS LESSON SUCCESSFULLY!