Bài giảng Consumer Behaviour - Chapter 18 Consumers and Society

Chapter 18 Consumers and SocietyRole of consumerism and consumer movementRole of government legislation and regulationGrowing importance of ethics in marketingMeaning of negative consumer behaviourEffects of the Internet on marketing and consumer behaviour1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Movement in Australia, New Zealand and InternationallyAustralian Consumers Association (ACA) Council on Consumer Affairs ’ Institute of New Zealand International  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumerism: DefinitionThe evolving activities of governments, businesses, independent organisations and concerned consumers aimed at protecting and enhancing the rights of consumers3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumerismCan be viewed from 3 levels:Relationship between consumer and manufacturerConsumer’s relationship within the broader societal contextConsumerism at a political level4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsGlobal Consumer MovementConsumers International250 consumer organisations in 115 countriesCovers:Product safetyConsumers’ economic interests (banking, financial services, insurance)Consumer information and education Redress and complaint facilityDraft legislation on electronic commerce5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Rights and Responsibilities of ConsumersThe Consumer Movement in AustraliaAustralian Consumers AssociationNon-profit, non-party-political organisationConducts comparative testsPublishes reports and speaks out on issues such as:Information and advice on goods, services, health and personal finances, and Issues that help to maintain the quality of life of consumers7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Consumer Movement in New ZealandConsumers’ InstituteNon-profit, independent organisationConducts comparative tests and surveys on consumer goodsAdvises on financial, food, health, safety, welfare and environmental mattersHas representation on parliamentary committees Plays a role in educating consumers Advises them on how to make complaints8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Government Regulatory EnvironmentAustralia Trade Practices Act 1974Australian Competition and Consumer Commission (ACCC)New ZealandFair Trading Act 1986Consumer Guarantees Act 1993Hire Purchase Act 19719Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsIndustry Self-RegulationAustraliaSome areas have favoured self-regulatione.g. Advertising Standards BureauNew ZealandAdvertising Standards Authority (administers Advertising Standards Complaints Board)10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsEthics in BusinessMarketing ethicsA societal marketing conceptA framework for marketing ethics(see next slide)11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Ethics FrameworkMarketing Mix DecisionsProduct design and safetypackaging and labellingproduct recalls and bansPricingresale price maintenanceprice discriminationtwo-price advertisingPromotionportrayal of womenadvertising to childrenuse of sex in adsMarket researchprivacyInternet 13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Mix Decisions (cont.)Product issuesProduct design and safetyPackaging and labellingNutritional labellingProduct recalls and bansPricing issuesPromotion issues14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNegative Consumer BehaviourPotential detrimental effects on consumerscompulsive buyingcompulsive consumption (e.g. compulsive eating, drinking or gambling)15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Electronic MarketplaceCurrent consumer protection provisions were developed in the traditional marketplaceGovernment and consumer groups have new concerns with issues of privacy, security, access and consumer protection16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins