Customers

The Adoption Process Learning Outcome: By the end of this lesson, you will be able to describe the five adopter categories in the diffusion of innovation model and explain why marketers target each category differently. What Is the Adoption Process? The adoption process describes how a new product, service or idea spreads through a market…

Baby Boomers in America Learning Outcome: By the end of this lesson, you will be able to describe who the Baby Boomer generation is, explain the economic and social conditions that shaped its outlook, and identify what makes this generation a distinctive marketing segment today. Who Are the Baby Boomers? Baby Boomers are generally defined…

Consumer Behavior: 8 Types of Online Shoppers Learning Outcome: By the end of this lesson, you will be able to describe the eight online shopper segments identified by Swinyard and Smith and explain how a retailer might target each one differently. What Are the Eight Types of Online Shoppers? Not every internet user approaches online…

Consumer Behavior and Atmospherics Learning Outcome: By the end of this lesson, you will be able to define atmospherics, explain how color, sound and layout are used to shape shopper mood, and describe how crowding affects the in-store experience. What Is Atmospherics? Kotler (1973) coined the term atmospherics to describe the deliberate design of a…

Consumer Behavior and Eating Habits Learning Outcome: By the end of this lesson, you will be able to explain how physical surroundings shape eating behavior, describe how portion cues and table settings influence how much people eat, and apply Belk’s concept of physical surroundings to food and restaurant marketing. Is Eating Really a Conscious Decision?…

Consumer Behavior and Online Shopping Learning Outcome: By the end of this lesson, you will be able to explain why consumers choose to shop online, describe Rayport and Jaworski’s 7Cs framework for e-commerce website design, and explain how each of the 7Cs shapes a shopper’s online buying decision. Why Consumers Shop Online Online shopping removes…

Consumer Behavior and Science Learning Outcome: By the end of this lesson, you will be able to describe how retail researchers scientifically observe shopper behavior, explain the “tracker” methodology and the Butt Brush Effect, and describe how these findings translate into real store design decisions. What Is the Science of Shopping? Shopping looks casual from…

Consumer Behavior and Shopping Habits Learning Outcome: By the end of this lesson, you will be able to explain why shopping habits repeat, distinguish an impulse purchase from an unplanned purchase, and describe how retailers use store design and product placement to encourage buying. Why Do Shopping Habits Repeat? Most shopping behavior is remarkably predictable.…

Consumer Behavior and Time Learning Outcome: By the end of this lesson, you will be able to explain time as a situational influence on consumer behavior, describe the three ways time shapes a purchase (time pressure, time of year and time of day), and explain how marketers adapt their offers to when a consumer is…

Consumer Behavior: Situational Influences on Outlet Selection Learning Outcome: By the end of this lesson, you will be able to list Belk’s five situational influences on consumer behavior, explain how physical and social surroundings shape which outlet a consumer chooses, and describe how task definition and antecedent states affect where someone decides to shop. What…

Consumer buyer behaviour is focused upon the needs of individuals, groups and organisations. It is important to understand the relevance of human needs to buyer behaviour. This lesson consider buyer behaviour motivations.

Learning outcome: By the end of this lesson, you will be able to explain who Generation Alpha is, describe the traits that make them distinct as future consumers, and identify how their influence over household spending changes the way marketers need to reach them. Who Is Generation Alpha, and Why Does It Matter to Marketers?…

Generation X in America Learning Outcome: By the end of this lesson, you will be able to describe who Generation X is, explain the formative experiences that shaped its outlook, and identify why marketers treat it as a distinct segment. Who Is Generation X? Generation X sits between the Baby Boomers and the Millennials, generally…

Emotion is difficult to define, and even more difficult to predict. However, they are important to marketers because consumers tend to react to marketing messages and make purchases based on feelings and emotions. Emotion can be used to create product benefits.

Lifestyle is a common word to explain complicated consumer behaviors. Lifestyle is a way to segment people into groups based on three things: opinions, attitudes and activities. Lifestyle means the ways groups of consumers spend time and money.

Marketing messages can be effective only if the consumer correctly understands the messages, and remembers them when needed. Memory refers to a consumer’s ability to understand the marketing messages and assign them value and meaning. Value and meaning always together. The value and meaning assigned is largely determined by internal factors, (thoughts, feelings, emotion, attitude,…

Motivation is an internal state that drives us to satisfy needs. Motivation is the energizing force that activates behavior. Once we recognize that we have a need, a state of tension exists that drives the consumer to the goal of reducing this tension and eliminating the need. Consequently, only unmet needs motivate.

Internal Influences: Personality Learning Outcome: By the end of this lesson, you will be able to explain how personality shapes consumer purchasing behavior, describe the Five Factor Model of personality, and identify how specific personality traits translate into everyday buying patterns. What Is Personality, and Why Does It Matter to Marketers? Personality is the relatively…

Consumer behavior is largely learned behavior. Learning is a change of behavior following an interaction between a person and their environment. A person touches a hot stove and then gets hurt, because of that interaction they learn not to touch the hot stove again. Most attitudes, values, tastes, behaviors, preferences, symbolic meanings and feelings are…

A business is in a better position to weather an economic downturn when it is buttressed by a good marketing plan. A firms understanding of consumer behavior is enhanced if its marketing plan includes careful consideration of market segmentation, targeting and positioning.

Segmentation is the process of breaking down the intended product market into manageable groups; it can be broken down by Relationship, Customer Type, Product Use, Buying Situation, Purchasing Method, Behavior, Geographic Location, Demographics, Psychographics.

Another way of segmenting publics is to do it based on values and lifestyles. Such segmentation regularly is used by marketers to focus product and service appeals on particular socioeconomic levels.

In America, there are six living generations, which are six fairly distinct groups of people. As a generalization each generation has different likes, dislikes, and attributes. They have had collective experiences as they aged and therefore have similar ideals. A person’s birth date may not always be indicative of their generational characteristics, but as a…

Consumers choose goods and services based on the assumption that they will be rewarded with value and satisfaction. Consumption is the process by which goods and services are used and assigned a level of value by the consumer. That level could be positive, if the customer was satisfied, or it could be negative if they…

Marketers spend millions of dollars trying to understand why people buy products and services. Sometimes it seems that there is no reason for a purchase, but in reality there is always a reason. Many factors are involved in a customers’ buying decision, any one of which can become the deciding factor.