Consumer Behavior and Consumer Research参考.ppt

The Underlying Principles of Consumer Behavior The Consumer Is Sovereign The Consumer Is Global Consumers Are Different; Consumers Are Alike The Consumer Has Rights Consumer Bill of Rights Challenges for the Future Gathering and interpreting information that organizations need to meet changing needs of consumers Developing effective consumer research methods to capture changes in trends and lifestyles Understanding consumer behavior from a broader perspective as an important part of life * * * * * * Evolution of Consumer Behavior Evolution of Consumer Behavior Supply Chain: all the organizations involved in taking a product from inception to final consumption - Manufacturers - Wholesalers - Retailers - Facilitating Organizations Evolution of Consumer Behavior Supply Chain: all the organizations involved in taking a product from inception to final consumption - Manufacturers - Wholesalers - Retailers - Facilitating Organizations Consumers’ Increased Influence on Business Evolution of Consumer Behavior Wholesaler Manufacturer Retailer Consumer Manufacturing Orientation Consumer Orientation Selling Orientation Marketing Orientation U.S. 1750-1850 1850-WWII 1970-2000 2000+ Europe 1750-1850 1760-WWII 1970-2000 2000+ Evolution of Consumer Behavior Wholesaler Manufacturer Retailer Consumer Manufacturing Orientation Consumer Orientation Selling Orientation Marketing Orientation Consumers’ Increasing Influence U.S. 1750-1850 1850-WWII 1970-2000 2000+ Europe 1750-1850 1760-WWII 1970-2000 2000+ Manufacturing Orientation Evolution of Consumer Behavior Manufacturing Orientation Selling Orientation Evolution of Consumer Behavior Manufacturing Orientation Selling Orientation Marketing Orientation Evolution of Consumer