The topics discussed in chapter 1 are consumer behaviour and marketing strategy. This chapter highlights the different parent theories used in consumer behaviour. These are 3 fundamental questions we need to consider: Why study consumer behaviour? Why study consumer behaviour? How does it affect marketing strategy?
Consumer Behaviour (subject code) • Lecturer’s name • Contact details • Office hours … or by appointment Copyright ª 2004 McGrawHill Australia Pty Ltd 1–1 Welcome to Consumer Behaviour • Why study consumer behaviour? • What is consumer behaviour? • How does it affect marketing strategy? Copyright ª 2004 McGrawHill Australia Pty Ltd 1–2 The Marketing Car Marketing manager Consumer behaviour ‘the engine of marketing’ Advertising Market research Distribution Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–3 Consumer behaviour knowledge is the ‘engine’ of a marketing strategy Copyrightê2004McGrawưHillAustraliaPtyLtd 14 Subject Objectives Knowledge and understanding – – – Theories Working Model of CB implications for strategic marketing decisions a focus on marketing decisions • Communication skills – Increase your skills in developing and presenting ideas orally and in writing Copyright ª 2004 McGrawHill Australia Pty Ltd 1–5 Assessment (example) • Final hour exam – – 60% Includes an unseen case study (min 45% required to pass course) • Mid semester test (date) • Tutorial participation • Tutorial material preparation • Tutorial case study 15% 10% 10% 5% 100% Copyrightê2004McGrawưHillAustraliaPtyLtd 16 Tip !! When answering Case Studies and exam questions, think of the TEAS approach: T = Theory E = Explain the relevant theory A = Apply the theory S = Strategy Copyrightê2004McGrawưHillAustraliaPtyLtd 17 Reading Consumer Behaviour: Implications for Marketing Strategy Neal, Quester and Hawkins, 4th Aust edition Communication skills handbook Resource Centre Copyrightê2004McGrawưHillAustraliaPtyLtd 18 Course Structure • Introduction • Consumer decision process • Internal influences • External influences • Organisational buying • Consumers and society Copyright ª 2004 McGrawHill Australia Pty Ltd 1–9 Chapter Consumer Behaviour and Marketing Strategy • Studying the consumer is important for marketers • Implications of consumer behaviour for marketing strategy • Components of a consumer behaviour audit • Relevance of consumer behaviour for non-profit organisations, government agencies &/or consumer groups • A working model of consumer behaviour Copyright ª 2004 McGrawHill Australia Pty Ltd 1– 10 Understanding Consumer Behaviour 1–11 Consumer Behaviour and Marketing Strategy • Positioning strategy • Market segmentation • New products • New market applications • Global marketing Marketing mix Consumerism Non-profit marketing Copyrightê2004McGrawưHillAustraliaPtyLtd 1– 12 How Consumer Influences Drive Marketing Decisions 1–13 Definitions of Consumer Behaviour • The dynamic interaction of cognition, behaviour and environmental events by which human beings conduct the exchange aspects of their lives (American Marketing Association) • A discipline dealing with how and why consumers consumers purchase (or don’t purchase) products and services (Neal et al.) Copyright ª 2004 McGrawHill Australia Pty Ltd 1– 14 Definitions of Consumer Behaviour (cont.) • Those behaviours performed by decision-making units in the purchase, usage and disposal of goods and services (Kotler & Levy) • The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services (London & Della Bitta) Copyright ª 2004 McGrawHill Australia Pty Ltd 1– 15 Definitions of Consumer Behaviour (cont.) • Those actions directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions (Engel, Blackwell & Miniard) Copyright ª 2004 McGrawHill Australia Pty Ltd 1– 16 Consumer Lifestyle and Consumer Decisions 1–17 Consumer Decision Process 1–18 Factors that Determine and Influence Consumer Lifestyles 1–19 Overall Model of Consumer Behaviour 1–20 Next Lecture… Chapter 2: Situational Influences Copyright ª 2004 McGrawHill Australia Pty Ltd 1– 21 ... Copyright ª 2004 McGrawHill Australia Pty Ltd 1 16 Consumer Lifestyle and Consumer Decisions 1 17 Consumer Decision Process 1 18 Factors that Determine and Influence Consumer Lifestyles 1 19 Overall Model of Consumer Behaviour 1 20... Relevance of consumer behaviour for non-profit organisations, government agencies &/or consumer groups • A working model of consumer behaviour Copyright ª 2004 McGrawHill Australia Pty Ltd 1 10 Understanding... Marketing mix • Consumerism • Non-profit marketing Copyright ª 2004 McGrawHill Australia Pty Ltd 1 12 How Consumer Influences Drive Marketing Decisions 1 13 Definitions of Consumer Behaviour • The