Consumer Behavior

The consumer decision making process is greatly affected by consumer behavior. The following video has the specific parts of the consumer decision making process:

http://www.youtube.com/watch?v=hpIOWaIzu7Q&feature=fvsr

The primary steps are :
1. Need recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase
5. Postpurchase Behavior

Each of these steps in making a consumer decision is greatly affected by the general consumer behavior. These behavioral identities may include age, gender, predisposition, lifestyle, culture, friends, etc. Based on past experiences with a product or similar product, what a consumer's friends, family, or peers have to say about a product, or lifestyle factors such as age, culture, or gender, a consumer will change their manner of searching for information, evaluation alternatives, purchase choice, and postpurchase behavior.

"Fabulous Promotional Vehicles" from msn.com

• msn.com had a link to this great marketing slideshow of the most fabulous promotional vehicles. Promotional vehicles likely came out during the Selling Era, though have been a prime part of every marketing era thereafter. My favorite is PEP-O-MINT lifesavers vehicle.

http://editorial.autos.msn.com/slideshow.aspx?cp-documentid=1086814#1

Check it out!

4 Marketing Eras

• Production Era- This era literally created the products and consumers bought them, as they were the only products available.

Ivory Bar Soap... the original... and only bar soap available!

• Selling Era- The beginning of product differentiation. Companies sold what they thought the consumers needed at the time.

More competition was introduced and products were made to solve

problems in which the companies thought were evident to consumers.

• Consumer Era - Companies began trying to convey they care for their customers by creating relationships.

This ad shows a happy family incorporating Zest into their daily lives - a happy relationship amongst family and product.

• New Era- This newest form of marketing has companies "selling solutions rather than products". This type of marketing makes you think.

This Axe shower gel commercial shows th product selling more than just cleanliness, but also selling sex appeal, attractiveness, and a somewhat ironic "dirtiness".

Chapter 1- Principles of Marketing

• Our first project in class was to define "Marketing". Easy enough right? WRONG.
• I thought marketing was a tool of advertising to get consumers interested and willing to buy a product. My answer was partially correct, though marketing entails so much more than that.
• Marketing is defined as, "figuring out others unmet needs or problems, then telling them how you can fix it. Marketing makes people aware of useful products/services." It is also, "identifying needs, developing a product/service to meet that need, and making people aware of the branded product/service, in the place and manner where they can easily consume it, at a price that is acceptable". All the while I thought marketing was just getting consumers interested in your product, but really, it's meeting the needs of consumers and creating products that fit those needs, as well.
• General Mills created a new product, Fiber One Yogurt, to fit consumer's needs. There hadn't been a low calorie yogurt which also contained beneficial fiber until General Mills created it. To market the product, the company created a successful ad campaign. Here's their commercial!