Consumer Behaviour (subject code)

Lecturers name Contact details

Office hours or by appointment

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Welcome to Consumer Behaviour

Why study consumer behaviour? What is consumer behaviour?

How does it affect marketing strategy?

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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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

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Consumer behaviour knowledge is...

the engine of a marketing strategy

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Subject Objectives
Knowledge and understanding

Theories Working Model of CB implications for strategic marketing decisions a focus on marketing decisions Increase your skills in developing and presenting ideas orally and in writing

Communication skills

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Assessment (example)
Final 2 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%

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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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

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Reading
Consumer Behaviour: Implications for Marketing

Strategy
Neal, Quester and Hawkins, 4th Aust. edition

Communication skills handbook

Resource Centre

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Course Structure
Introduction Consumer decision process

Internal influences
External influences Organisational buying

Consumers and society

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Chapter 1 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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Understanding Consumer Behaviour

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Consumer Behaviour and Marketing Strategy

Positioning strategy Market segmentation

New products
New market applications Global marketing

Marketing mix
Consumerism Non-profit marketing

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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How Consumer Influences Drive Marketing Decisions

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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 dont purchase) products and services.

(Neal et al.)

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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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 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Consumer Lifestyle and Consumer Decisions

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Consumer Decision Process

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Factors that Determine and Influence Consumer Lifestyles

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Overall Model of Consumer Behaviour

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Next Lecture
Chapter 2: Situational Influences

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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