Consumer Behavior Essentials You Always Wanted To Know: Self Learning Management

Online Resources

Congratulations! You now have access to additional resources on the Consumer Behavior concepts that you will learn in this book. These resources will help you implement your learnings in the real world and give you an in-depth understanding of the concepts.

The templates include:

● Reference videos to enhance understanding of the concepts discussed in the book

● Practical exercises to provide a hands-on approach to learning

● A list of additional tools available for marketers to study consumer behavior

● Additional examples from the real world

To access the templates, follow the steps below:

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CONSUMER BEHAVIOR ESSENTIALS YOU ALWAYS WANTED TO KNOW

First Edition

© 2025, By Vibrant Publishers, USA. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior permission of the publisher.

Paperback ISBN 10: 1-63651-326-3

Paperback ISBN 13: 978-1-63651-326-3

Ebook ISBN 10: 1-63651-327-1

Ebook ISBN 13: 978-1-63651-327-0

Hardback ISBN 10: 1-63651-328-X

Hardback ISBN 13: 978-1-63651-328-7

Library of Congress Control Number: 2024948967

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SELF-LEARNING MANAGEMENT SERIES

*Also available in Hardback & Ebook formats

What experts say about this book!

Consumer Behavior Essentials You Always Wanted to Know is a comprehensive overview of marketing. It covers key topics in an easy-to-follow manner and includes relevant, recognizable examples to bring them to life. Each chapter contains a quiz and a convenient recap to help readers retain key information. Students and practitioners alike will find the book a valuable resource that can be referred to often.

– Nancy Harhut, Chief Creative Officer, HBT Marketing

Author, Using Behavioral Science in Marketing

Consumer Behaviour Essentials provides a comprehensive and accessible introduction to the field of consumer behavior. The book breaks down key concepts, theories, and models in a way that is engaging for both students and professionals. It covers the psychological, social, and cultural factors that influence consumer decisions, offering valuable insights into how consumers make choices in today's complex marketplace.

The text is well-structured, with clear explanations, real-world examples, and case studies that illustrate the practical applications of consumer behavior theory. One of its strengths is the ability to blend foundational principles with modern trends, such as the impact of digital media and sustainability on consumer choices. The book also includes relevant data and research, providing a solid foundation for further study or professional practice.

Overall, Consumer Behaviour Essentials is a useful resource for anyone looking to understand the underlying motivations behind consumer actions and the ways businesses can adapt to meet their needs effectively.

– Pratik Chauhan, Assistant Professor,

VIDYABHARTI TRUST COLLEGE OF MCA-MBA

About the Author

Pablo Ibarreche is an executive with over 25 years of expertise in marketing and management across Latin America and Europe. He has showcased his skills starting from his days in the sports retail industry at Sporting in Argentina to holding brand management positions at P&G, Citibank, and AIG Insurance. During his time in Europe, he engaged in consulting work related to franchising. Upon returning to Argentina he currently holds the position of President at Alsa Commercial Real Estate, acts as the Chief Revenue Manager for Reforest Latam, and works as a business consultant.

Additionally, he has shared his knowledge as an international marketing professor at institutions such as Ucema Buenos Aires, UNT Tucuman, and PUC Valparaiso in Chile. He is part of the MBA graduating thesis examination board at Universidad Siglo XXI, Cordoba, Argentina. Fluent in three languages, Pablo earned a Bachelor's degree in Administration from UNT Argentina. Pursued an MBA, at J.L. Kellogg School of Management, Northwestern University.

Table of Contents

1What is Consumer Behavior? Definition, Scope, and Evolution

1.1 Defining Consumer Behavior

1.2 The Multifaceted Scope of Consumer Behavior

1.3 Evolution Over Time

1.4 Interdisciplinary Roots

Quiz

Chapter Summary

Further Reading

2Consumer Behavior in a Marketing Plan

2.1 What is a Marketing Plan?

2.2 The Parts of a Marketing Plan

2.3 A SWOT Analysis and Its Importance

Quiz

Chapter Summary

Further Reading

3Segmentation and Targeting Strategies: Defining Target From a Consumer Behavior Perspective

3.1 Segmentation Strategies

3.2 Targeting Strategies

3.3 Positioning

3.4 Real-Life Targeting Cases

Quiz

Chapter Summary

Further Reading

4Psychological Issues: What Motivates Consumers

4.1 Consumer Behavior in Marketing: What Motivates Consumers

4.2 Foundations of Motivation

4.3 Freudian Theory and Its Application to Marketing

4.4 Contemporary Motivational Theories

4.5 Emotional Influences on Motivation

4.6 Consumer Segmentation Based on Motivations

4.7 Applying Motivational Concepts to Your Business

Quiz

Chapter Summary

Further Reading

5Social Evolution: Exploring the ‘Jones Effect’ and Our Persistent Social Structures

5.1 Tribal Mentality

5.2 Michael Porter and Consumer Behavior as a Base for Global Success

5.3 The Jones Effect

5.5 Social Media and The Digital Tribe

5.6 Applying Tribal Concepts to Your Business

Quiz

Chapter Summary

Further Reading

6Marketing Research and Customer Behavior

6.1 Marketing Research: The Informed Navigator

6.2 Decoding the Customer’s Mind

6.3 The Art and Science of Surveys

6.4 Market Research: Applications For Your Business

Quiz

Chapter Summary

Further Reading

7The Marketing Brief and Philip Kotler’s 4Ps in a Marketing Plan

7.1 Understanding the Marketing Brief

7.2 The Brief Development Process

7.3 A Marketing Brief’s Endless World of Sophistication

7.4 The Marketing Plan and Phillip Kotler’s 4Ps

7.5 Crafting an Effective Marketing Plan

Quiz

Chapter Summary

Further Reading

8P Number 1: Product - Packaging From a Product´s Feature Perspective

8.1 Understanding the P for Products, Services, and Ideas

8.2 Understanding the Essence of a Product: Defining Consumer Perception

8.3 Product Life-Cycle

8.4 Strategies to Avoid Product Obsolescence From a Consumer Behavior Perspective

8.5 The Impact of Packaging on Consumer Behavior

Quiz

Chapter Summary

9P Number 2: Price - A Customer Behavior Perspective

9.1 Understanding Price Perception

9.2 Psychological Pricing Strategies

9.3 The Role of Price-Quality Perception

9.4 Price Elasticity and Demand

9.5 Insights into Irrational Pricing Decisions and Biases

9.6 Adapting Prices to Consumer Behavior and Market Dynamics

9.7 The Influence of Price Promotions and Discounts on Consumer Behavior

Quiz

Chapter Summary

10 P Number 3: Place or Channels - A Customer Behavior Perspective

10.1 Buying Satisfaction and Consumer Behavior

10.2 Outlets, Specialty and Premium Stores

10.3 Shopping Experience Designs

10.4 Internet and the Channels Revolution

Quiz

Chapter Summary

11 P Number 4: Promotion or Communication - A Customer Behavior Perspective

11.1 Defining Marketing Communications

11.2 Understanding the Consumer Journey

11.3 The Customer Lifetime Value Model

11.4 Methods for Assessing Consumer Product Knowledge

11.5 Selecting the Right Media Channels

11.6 Insights Into Integration and Creativity in Marketing Communications

11.7 Promotions vs. Strategic Advertising - Differentiating Among Tactics

11.8 The Role of Influencers, Brands, and Product Image

11.9 Measuring The Success of a Marketing Campaign

Quiz

Chapter Summary

12 Global Consumers: A Myriad of Targets - Ethics in Global Marketing

12.1 Understanding Global Consumers and Customer Behavior

12.2 Segmentation and Targeting in Global Markets

12.3 Ethical Considerations in Global Marketing

12.4 Consumer Protection and Regulatory Compliance

Quiz

Chapter Summary

Preface

In the 1990s, as I started my first job in the world of marketing, I observed an evolution similar to that of fields like medicine. Nowadays marketing is predominantly driven by science with a touch of artistry. Let me share a tale I often narrate to my students. Imagine a village healer once labeled as a witch, who relied on tradition and beliefs to cure ailments in the community. As time passed, science gradually seeped into the practices replacing myths and traditions with proven methods and trial-and-error approaches that ultimately led to a methodology. Today those mystical healers are no more; instead, we have dedicated physicians who follow established protocols and base their knowledge on tested and proven techniques.

Drawing parallels to marketing we have evolved from being perceived as witches in our craft to becoming marketing scientists. We now adhere to protocols that distinguish strategies from ones through continuous testing and learning processes. Is there room for creativity? Absolutely. All business is not a science; it allows for some degree of improvisation despite witnessing occasional industry upheavals that are more exceptions than norms.

So what's the aim of this book? It explores the realm of consumer behavior—a domain where various scientific disciplines intersect seamlessly.

My first meeting with a consumer behavior professor who came from a sociology background was both fascinating and invigorating. He wasn't alone; there were others from fields like psychology, psychiatry, mathematics, and business who all played roles in studying consumer behavior.

I strive to approach consumer behavior from different angles and offer insights for all readers. The goal is to empower them to use this knowledge to create customers and ultimately strengthen their financial standing. Isn't that the essence of being in this industry? Wishing you the best, on your journey!

Introduction

In the changing world of marketing, understanding consumer behavior is, like having a compass that guides businesses through the world of customer preferences. Just as medicine has evolved from healing practices to science, marketing has transitioned from mystical arts to a structured field governed by proven strategies and methods. Picture consumer behavior as the core element of your marketing plan influencing every aspect of your strategy.

From the role of consumer behavior in shaping your marketing approach to the psychological and social factors that influence our decisions each chapter reveals a deeper level of insight. We navigate through the decision-making journey uncovering the stages from awareness to building long-term relationships and shedding light on the complexities that drive our choices.

As we step into the marketplace we see the landscape of consumer behavior emerging. Cultural details play a role in defining target audiences making market research essential for deciphering these details.

The visible indicators in service industries are manifested in Physical Evidence highlighting the significance of a link to services. The concept of Partnerships is highlighted, underscoring collaboration as a component in achieving objectives.

Furthermore, we elaborate on the increasing focus on Purpose in marketing. This strategy involves aligning the brand with a purpose or social responsibility nurturing a bond with consumers who are increasingly drawn to brands that make a meaningful impact.

In impactful language, this book aims to provide you with insights into navigating the evolving landscape of consumer behavior promoting satisfaction, loyalty, and ultimately success in the market. Welcome to a domain where science and creativity intersect to study the enigmas of the consumer’s psyche—a journey that holds promise, for being as enlightening as it is essential.

Who can benefit from this book?

This book aims to provide insights and practical knowledge to a range of readers. Here are the types of people who could gain from exploring consumer behavior within its pages;

College students

Students studying marketing and business can acquire an understanding of consumer behavior laying the groundwork for future marketing pursuits.

Those in sociology and psychology fields will get to delve into the aspects of consumer behavior and its ties to sciences.

Entrepreneurs

Individuals starting their businesses can learn how to grasp and utilize consumer behavior for product development and marketing.

Owners of businesses can create strategies for attracting and retaining customers fostering business expansion.

Corporate executives and managers

Marketing executives can enhance planning by integrating insights on consumer behavior into campaigns and initiatives.

Sales managers can use the book to comprehend customer motivations and decision-making processes to optimize sales tactics.

Business leaders can gain a view of consumer behavior to guide organizational decision-making processes and boost customer satisfaction.

How to use this book?

Engage in learning: Interact with the content. Ponder over the case studies, stories, and real-world examples provided. Consider how these concepts relate to your experiences whether you're a student, entrepreneur, executive, or marketing.

Apply the concepts in real life: Implement the knowledge acquired in real-world situations. Whether you're creating a marketing strategy, refining a product, or designing an advertising campaign, use the principles discussed in each chapter to guide your decision-making process.

Create groups for discussions: Spark discussions, by sharing takeaways with peers, colleagues, or classmates. Consumer behavior is ever-changing and collaborative discussions can bring perspectives and insights.

Utilize the hands-on activities hands-on activities: Make use of exercises and reflection questions at the end of each chapter. These activities are meant to reinforce learning and promote application.

Refer to specific sections: If you have an area of interest or need to tackle a challenge, feel free to skip ahead to the relevant sections. Each chapter is designed to stand offering insights and practical strategies.

Keep this book handy, as a go-to guide. Whenever you face challenges or opportunities in your professional path, revisit relevant sections to refresh your knowledge and find motivation.

If you're an educator, think about tailoring the content to suit your audience. Customize case studies, examples, and discussions to match your student's interests and backgrounds.

Don't forget to check out the resources recommended throughout the book. These could include readings, online courses, or more case studies that will deepen your understanding of topics.

Remember to share your thoughts and learnings, with the author and other readers. Consumer behavior is always. Your insights play a role in the ongoing dialogue. Embrace a mindset of learning and adaptation.

By following these suggestions you can turn this book from a read into a practical tool that will enhance your grasp of consumer behavior and empower you to make informed decisions in the intricate world of marketing. Enjoy the journey!

Chapter 1

What is Consumer Behavior? Definition, Scope, and Evolution

The opening chapter delves into the realm of consumer behavior (CB) shedding light on its meaning, extent, and development. It explores the emergence of CB and discusses different viewpoints, theories, and methods related to the subject. The aim is to clarify for readers the definition, evolutionary path, conflicting perspectives, fundamental aspects, and obstacles encountered in CB. This chapter lays down a groundwork for understanding customer behavior, paving the way for a detailed examination of the factors impacting and steering consumer decisions in today’s market landscape.

Key learning objectives should include the reader’s understanding of the following:

The definition of customer behavior

The multifaceted scope of consumer behavior

The evolution of consumer behavior over time

Interdisciplinary roots of consumer behavior

1.1 Defining Consumer Behavior

Well, here we are, the starting point! Let’s