TAILIEUCHUNG - Chapter 1: Consumers Rule

When you finish this chapter you should understand why: • 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. | Chapter 1 Consumers Rule CONSUMER BEHAVIOR, 8e Michael Solomon Hoang Duc Binh, MBA - 2008 Chapter Objectives When you finish this chapter you should understand why: 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 relates to other issues in our lives. 1- Hoang Duc Binh, MBA - 2008 Chapter Objectives (cont.) Consumer activities can be harmful to individuals and to society. Many different types of specialists study consumer behavior. There are two major perspectives that seek to understand and study consumer behavior. 1- Hoang Duc Binh, MBA - 2008 Aspects of Consumer Behavior Gail, business student and consumer Segmented by marketers by demographics Market segmentation: targeting a brand to specific groups of consumers Influenced by peer groups (such as sorority .

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