SM - 2022 2022 Solution Manual for Consumer Behavior: Buying, Having, and Being, 13th Edition by Michael R. Solomon. Complete, Detailed and Latest Version Solution Manual. ISBN -10 1292318104 | ISBN -13 978 -1292318103 SM - 2022 TABLE OF CONTENTS PART 1: FOUNDATIONS OF CONSUMER BEHAVIOR Chapter:1.Buying, Having, and Being: An Introduction to Consumer Behavior Chapter:2.Consumer and Social Well -Being PART 2: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR Chapter:3.Perception Chapter:4.Learning and Memory Chapter:5.Motivation and Affect Chapter:6.The Self and Gender Identity Chapter:7.Personality, Lifestyles, and Values PART 3: CHOOSING AND USING PRODUCTS Chapter:8.Attitudes and Persuasive Communications Chapter:9.Decision Making Chapter:10.Buying, Using, and Disposing PART 4: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS Chapter:11.Group Influences and Social Media Chapter:12.Income and Social Class Chapter:13.Subcultures Chapter:14.Culture 2020 Pearsons. 1-1 Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1-1. Consumer behavior is a process. 1-2. Marketers have to understand the wants and needs of different consumer segments. 1-3. Our choices as consumers relate in a powerful way to the rest of our lives. 1-4. Our motivations to consume are complex and varied. 1-5. Technology and culture create a new “always -on” consumer. 1-6. Many types of specialists study consumer behavior. 1-7. There are differing perspectives regarding how and what we should understand about consumer behavior. CHAPTER SUMMARY After reading this chapter, students should understand why: Consumer behavior is a process . Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. A consumer may purchase, use, and dispose of a product, but different people may perform these functions. In addition, we can think of consumers as role players who need different products to help them play their various parts. Marketers have to understand the wants and needs of different consumer segments. Market segmentation is an important aspect of consumer behavior. Consumers can be segmented according to many dimensions, including product usage, demographics (the objective aspects of a popul ation, such as age and sex), and psychographics (psychological and lifestyle characteristics). Emerging developments, such as the new emphasis on relationship marketing and the practice of database marketing, mean that marketers are much more attuned to the wants and needs of different consumer groups. Our choices as consumers relate in powerful ways to the rest of our lives. Marketing activities exert an enormous impact on individuals. Consumer behavior is relevant to our understanding of both public policy issues (e.g., ethical marketing practices) and the dynamics of popular culture. Our motivation to consume are complex and varied. Marketers try to satisfy consumer needs but the reasons people purchase any product can vary widely. The identification of consumer motives is an important step to ensure that a product will satisfy appropriate needs. Traditional approaches to consumer behavior focus on the abilities of products to satisfy rational needs (utilitarian motives), but hedonic motives (e.g., the need for exploration or for fun) also play a key role in many purchase decisions. Technology and culture creates a new “always on” consumer. 2020 Pearsons. 1-2 The internet and social media transform the way consumers interact with companies and with each other. Online commerce allows us to locate obscure products from around the world, and consumption communities provide forums for people to share opinions and product recommendations. Many types of specialists study consumer behavior. The field of consumer behavior is interdisciplinary; it is composed of researchers from many different fields who share an interest in how people interact with the marketplace. We can categorize these disciplines by the degree to which their focus is micro (the individual consumer) or macro (the consumer as a member of groups or of the largersociety). There are differing perspectives regarding how and what we should understand about consumer behavior. Researchers who study consumer behavior do so both for academic purposes and to inform marketing organizations about practical decisions. We can roughly divide research orientations into two approaches: The positivist perspective emphasizes the objectivity of science and the consumer as a rational decision maker. The interpretivist (or CCT) perspective, in contrast, stresses the subjective meaning of the consumer’s individual experience and the idea that any behavior is subject to multiple interpretations rather than to one single explanation. CHAPTER OUTLINE I. Consumer Behavior: People in the Marketplace A. Consumer behavior is a process. 1. The average consumer can be classified and characterized based on demographics (descriptive characteristics of a population, such as age, gender, income, occupation) 2. Friends, family and other communities heavily influence us. a. The growth of the internet has created thousands of online consumption communities where members share opinions and product recommendations. b. As members of a large society, U.S. consumers share certain cultural values or strongly held beliefs about the way the world should be structured. c. Subcultures, or smaller groups within the culture, also share values (e.g. Hispanics, teens, Midwesterners, hipsters). d. The use of market segmentation strategies may be used to target a brand to only specific groups of consumers rather than to everybody. 3. Brands often have clearly defined images or “personalities” created by product Use Review Question 1-2 Here Use Review Question 1-3 Here
