imu253

CHAPTER 2.1:
CONCEPT OF
CONSUMER BEHAVIOR

ACIS UiTM
IMU 253 | ISLAMIC CONSUMER BEHAVIOR

LEARNING OUTCOMES

At the end of the chapter, students should be able to:

Explain the
concept of
consumer
behavior

CONTENTS

❖Introduction
❖Concept of consumer behavior

F u n H a c k s | M a r c e l i n eAn d er
son

INTRODUCTION

▪ The field of consumer behavior covers a lot of ground: It 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.

▪ Consumer behavior is a process: in its early stages of development, researchers referred to the field as
buyer behavior.; this reflected the emphasis at that time (1960s and 1970s) on the interaction between
consumers and producers at the time of purchase.

▪ Most of the marketers now recognize that consumer behavior is in fact an ongoing process, no merely
what happens at the moment a consumer hands over money or credit card and in turn receives some
goods and services.

▪ Consumer is a person who identifies a need or desire, makes
a purchase, and then disposes of the product

DEFINITION- CONSUMER BEHAVIOR

Solomon (2020)
“The field of consumer behaviour covers a lot of ground: It 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”

Schiffman and Wisenblit (2019)
“The study of consumers’ action during searching for,
purchasing, using, evaluating, and disposing of products and
services that they expect will satisfy their needs”

IS THIS TERM RELATED???

CONSUMER MARKETING
BEHAVIOR

CREDIT: https://wronghands1.files.wordpress.com/2013/03/consumption.jpg

CONSUMPTION- THE DEFINITION

The process in which the substance of a thing is completely destroyed,
used up, or incorporated or transformed into something else

In economics: the use of goods and services by household; stands for
expanding of wealth for satisfaction of human wants

Consumption is the sole end and purpose of all production and the
welfare of the producer ought to be attended to, only so far as it may be
necessary for promoting that of the consumer (Adam Smith , 1937)

PRINCIPLES OF CONSUMPTIONS

OBJECTIVES OF CONSUMPTIONS

01 Satisfaction of human 03 Influence distribution of

wants income

02 A push towards (stimulates) 04 Promotes economic growth

production

REFERENCES

▪ Michael R. Solomon. 2020. Consumer Behavior: Buying, Having and Being Thirteenth Edition. UK:
Pearson Education Limited.

▪ Leon G. Shiffman and Joe Wisenblit. 2019. Consumer Behavior: Twelfth Edition. UK: Pearson
Education.

▪ Lennora Putit et. Al. 2015. Consumer Behavior. Oxford University Press.
▪ Philip Kotler et. al. 2009. Marketing Management: An Asian Perspective (15th Edition). Singapore:

Pearson Education South Asia Pte Ltd.
▪ ACIS UiTM Shah Alam. N.A. Chapter 1: Consumer Behavior: The Conventional Approach. PPT Slides
▪ https://www.michaelsolomon.com/consumer-insights/consumer-behavior/
▪ https://keydifferences.com/difference-between-customer-and-consumer.html
▪ https://www.smartkarrot.com/resources/blog/consumer-vs-customer/
▪ https://clootrack.com/knowledge_base/stages-of-consumer-buying-behavior/

THANK YOU