Introduction to
Consumer Behavior
© Kwanho Suk
Topic Outline
• Importance of understanding consumers
• Definitions
• CB and marketing management
• CB and our lives
• Buyer
• Consumer
• Customer
Understanding consumers
Store Environment
• Can store environment change
consumer behavior?
• Color?
• Music?
–Slow or Fast
Definition of CB
• Consumer behavior reflects the totality of
consumers’ decisions with respect to the
acquisition, consumption, and disposition
of goods, services, activities, experiences,
people, and ideas by decision-making
units.
A Short Definition of CB
“How consumers respond to marketing
stimuli”
Marketing stimuli Consumer
• Affect
• Cognition
• Behavior
Responses to marketing stimuli
• Affect
– Feelings or emotions
• “It is my favorite brand”
• “I don’t like the color”
• Cognition
Marketing stimuli
