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RogerD.Blackwell,PaulW.Miniard,andJamesF.Engel,ConsumerBehavior,NinthEditionCopyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerBehaviorandConsumerResearchCHAPTER1Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.WhatisConsumerBehavior?Activitiespeopleundertakewhenobtaining,consuming,anddisposingofproductsandservicesObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerInfluencesOrganizationalInfluencesCultureEthnicityPersonalityValuesLife-stageFamilyIncomeFeelingsAttitudesOpinionsAvailableResourcesMotivationsPastExperiencesPeerGroupsKnowledgeBrandProductFeaturesAdvertisingWordofMouthPromotionsRetailDisplaysPriceQualityServiceStoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ObtainingConsumingDisposingConsumerInfluencesOrganizationalInfluencesConsumerBehaviorBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ObtainingConsumingDisposingBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ObtainingConsumingDisposingHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.OBTAININGHowyoudecideyouwanttobuyProductsyouconsiderbuyingWhereyoubuyHowyoupayforproductHowyoutransportproducthomeCONSUMINGHowyouuseproductHowyoustoretheproductinyourhomeWhousestheproductHowmuchyouconsumeHowproductcompareswithexpectationsDISPOSINGHowyougetridofremainingproductHowmuchyouthrowawayafteruseIfyouresellitemsyourselforthroughaconsignmentstoreHowyourecycleproductsCONSUMERINFLUENCESCultureEthnicityPersonalityFamilyLife-stageValuesIncomeAvailableResourcesAttitudesOpinionsMotivationsPastExperiencesFeelingsPeerGroupsKnowledgeORGANIZATIONALINFLUENCESBrandProductFeaturesAdvertisingWordofMouthPromotionsRetailDisplaysPriceQualityServiceStoreAmbianceConvenienceLoyaltyProgramsPackagingProductAvailabilityConsumerBehaviorBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.WhyStudyConsumerBehavior?ConsumerBehaviorHelpsAnalyzeConsumers’IncreasingInfluenceConsumerBehaviorEducatesandProtectsConsumersConsumerBehaviorHelpsFormulatePublicPolicyConsumerBehaviorAffectsPersonalPolicyBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearch:HowToStudyConsumerBehaviorBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsObservationGaininginformationbyobservingconsumersindifferentsituations,innaturalorartificialsettingIn-homeobservation:examininghowandwhenconsumersuseandconsumeproductsintheirhouseholdsShadowing:followingandobservingconsumersintheshoppingandconsumptionprocesses.ResearchersmayaskquestionsaboutreasonsforbehaviorsBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarcourt,Inc.Allrightsreserved.ConsumerResearchMethodsInterviewsandSurveysSurveys:efficientmethodforgatheringinformationfromalargesampleofconsumersbyaskingquestionsandrecordingresponses(telephoneandInternetsurveys,mallinterceptsandmailquestionnaires)FocusGroups:agroupdiscussionleadbyaskilledmoderatoranddesignedtoprobespecifictopicsin-depthLongitudinalStudies:repeatedmeasuresofactivitiesovertimetoexaminechangesinbehaviors/opinionsBlackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright©2001byHarc