Bài giảng Consumer Behaviour - Chapter 1 Consumer Behaviour and Marketing Strategy

Consumer Behaviour (subject code)Lecturer’s nameContact detailsOffice hours or by appointment1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsWelcome to Consumer BehaviourWhy study consumer behaviour?What is consumer behaviour?How does it affect marketing strategy?2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarket researchMarketing managerConsumer behaviour‘the engine of marketing’AdvertisingDistributionCopyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins1–3The Marketing Car3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins Consumer behaviour knowledge is...the ‘engine’ of a marketing strategy4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSubject ObjectivesKnowledge and understandingTheories Working Model of CBimplications for strategic marketing decisionsa focus on marketing decisionsCommunication skillsIncrease your skills in developing and presenting ideas orally and in writing5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAssessment (example)Final 2 hour exam 60% Includes an unseen case study (min 45% required to pass course)Mid semester test (date) 15%Tutorial participation 10%Tutorial material preparation 10%Tutorial case study 5% 100%6Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTip !!When answering Case Studies and exam questions, think of the TEAS approach:T = TheoryE = Explain the relevant theoryA = Apply the theoryS = Strategy7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsReadingConsumer Behaviour: Implications for Marketing StrategyNeal, Quester and Hawkins, 4th Aust. editionCommunication skills handbookResource Centre8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCourse StructureIntroductionConsumer decision processInternal influencesExternal influencesOrganisational buyingConsumers and society9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsChapter 1 Consumer Behaviour and Marketing StrategyStudying the consumer is important for marketersImplications of consumer behaviour for marketing strategyComponents of a consumer behaviour auditRelevance of consumer behaviour for non-profit organisations, government agencies &/or consumer groupsA working model of consumer behaviour10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsUnderstanding Consumer Behaviour 11Consumer Behaviour and Marketing StrategyPositioning strategyMarket segmentationNew productsNew market applicationsGlobal marketingMarketing mixConsumerism Non-profit marketing12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsHow Consumer Influences Drive Marketing Decisions13Definitions 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.)14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDefinitions 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)15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDefinitions 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)16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Lifestyle and Consumer Decisions17Consumer Decision Process18Factors that Determine and Influence Consumer Lifestyles 19Overall Model of Consumer Behaviour20Next LectureChapter 2: Situational Influences21Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins