소비자 행동에는 마케팅 자극과 다양한 분야의 영향을 받는 구매, 소비, 처분 결정이 포함되며, 마케터, 비영리 단체, 소비자 모두에게 도움이 됩니다.

### 소비자 행동 이해
* 🛍️   소비자 행동은 **개인이 일상적으로 상품, 서비스 및 경험의 획득, 소비 및 처분과 관련하여 내리는 결정**을 포함합니다.
* 💡   여기에는 **제품 구매뿐만 아니라 서비스 및 경험에 참여**하고 **심리학, 경제학, 사회학 등 다양한 요소의 영향**을 받아 의사 결정을 내리는 것도 포함됩니다.
* 📊   소비자 행동은 마케팅 담당자가 효과적인 전략을 개발하는 데, 비영리 단체가 기부금을 늘리는 데, **소비자가 마케팅 자극 속에서 더 나은 의사 결정**을 내리는 데 시사점을 줍니다.

hello everyone welcome to business school 101. As a consumer, you may experience marketing transactions every day. For example, you might want to have a cup of coffee at a Starbucks and decide what kinds of coffee and size you want to have. You might also consider buying a drink using the Stars on a Starbucks loyalty card that you earned. Similarly to this, consumers make different kinds of decisions while interacting with marketing stimuli in various situations. Consumer behavior is everywhere and every day. So what is consumer behavior? In this video, I will discuss this topic with you. 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. Consumer Behavior includes not only buying tangible products such as books or cereal but also includes the use of consumer services, activities, and experiences such as getting haircuts, going to a movie theater, taking a vacation, and donating products at Goodwill. Moreover, consumers make decisions to vote for politicians, make choices to spend time either on Instagram or YouTube, or decide to work out at the gym.

consumer behavior involves more than buying. There are three broad categories in which consumers make decisions, and those are acquisition, consumption, and disposition. First, acquisition. The acquisition includes various ways of obtaining offerings such as renting, leasing, trading, and sharing. For example, consumers will compare the price of rental cars in different stores such as Enterprise, Budget Car Rental, or Avis, etc., and then they will rent a car that meets their criteria. Second, consumption. After consumers obtain an offering, they use it. For usage, consumers can be satisfied or feel regret from the purchase depending on their experiences with the usage. Consumers provide positive or negative reviews about the product or services. As consumer reviews influence other consumers significantly, it is important to satisfy consumers' needs and wants. Lastly, disposition. Consumers get rid of an offering in various ways, and it also provides important implications for marketers. Consumers can give away their used products or sell them, lend them to others, or throw them away. Environmentally conscious consumers put effort into recycling and/or reducing waste, and they even try to choose

biodegradable products. Besides the above three categories, please also keep in mind that consumer behavior is a dynamic process because the acquisition, consumption, and disposition can occur over time in a dynamic order. It can involve many people in many decisions, such as where, when, and how to buy a product. Consumers are often influenced by marketing stimuli, and different domains of the study can explain consumer behaviors from various perspectives. For example, psychology explains the internal process of consumers, such as motivation, perception, and memory. Psychology and economics together help to understand consumers' decision-making process. Sociology explains why and how consumers are influenced by external factors, such as culture and social influences. In some consumer behavior refers to the study of individuals, groups, or organizations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs, and the impact that these processes have on the consumer and society. Understanding consumer behavior is beneficial. First of all, marketers can better develop marketing strategies, identify target consumers, and properly position their products in consumers' minds. By doing so, they can build

long-term relationships with consumers and increase sales. Next, managers at non-profit organizations can also get benefits by studying consumer behavior. They can understand the motivation of consumers who are willing to donate to their charities and can develop an effective strategy to increase donations. For example, when consumers think about time compared to money, they donate more to charity because thinking of time makes consumers more emotional. Lastly, learning consumer behavior is also helpful for consumers to make better decisions when they are surrounded by a bunch of marketing stimuli in the world. All right, that's all for today's topic. If you have any questions regarding this video, please leave your thoughts in a comment below. I hope that you guys have enjoyed this video, and if you did, make sure you give it a thumbs up and subscribe to my channel. Thanks for watching, and I will see you next time.

What is Consumer Behavior? (With Real World Examples) | From A Business Professor

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Business School 101

마케팅에서의 소비자 행동 이해

소비자 행동에는 상품, 서비스, 경험의 획득, 소비, 처분과 관련된 의사 결정이 포함됩니다.

여기에는 제품 구매뿐만 아니라 투표, 소셜 미디어 사용, 운동과 같은 활동 참여도 포함됩니다.

소비자 의사 결정의 세 가지 큰 범주는 획득, 소비, 처분이며, 다양한 수단을 통해 제품을 획득, 사용, 처분하는 것을 포함합니다.

소비자는 가격을 비교하고 자신의 필요에 맞는 차량을 렌트하며, 경험에 따라 만족하거나 후회하기도 합니다.

소비자 리뷰는 다른 소비자에게 큰 영향을 미치므로 소비자의 니즈를 만족시키는 것이 중요합니다.

소비자가 중고 제품을 기부, 판매 또는 재활용할 수 있으므로 제품 처리는 마케터에게 중요한 영향을 미칠 수 있습니다.

문화와 사회적 요인이 소비자 행동에 미치는 영향

소비자 행동은 개인이나 집단이 제품을 선택, 사용, 폐기하는 방법과 이러한 과정이 사회에 미치는 영향을 연구하는 학문입니다.

마케터는 소비자 행동을 이해함으로써 효과적인 마케팅 전략을 개발하고 고객과 장기적인 관계를 구축할 수 있습니다.

또한 소비자 행동을 연구하면 비영리 단체가 소비자의 기부 동기를 이해하고 다양한 마케팅 자극에 직면했을 때 소비자가 더 나은 결정을 내릴 수 있도록 도와줍니다.