Professional Documents
Culture Documents
CONSUMER BEHAVIOUR
CB Class rules
No texting / talking in class
Please come prepared in advance Active participation Be open to new ideas
CB Mark Allocation
Objective questions
One group project (CB Audit) Quizzes are n-1 (4); will be announced
consumer behavior 2. Consumer Research 3. Consumer Motivation 4. Personality and Consumer Behavior 5. Consumer Perception 6. Consumer Learning 7. Consumer Attitude Formation and Change 8. Communication and CB 9. Social Class and CB 10. Influence of Culture on CB
CB Contact info.
My office no.: 99033-2408
My cell no. 0322-265-4545 (call 9-8pm only) My email: jc-ubl@hotmail.com CB Website:
http://groups.yahoo.com/groups/cbiba CR nomination: ?
They can use the Internet to locate best prices, bid on offerings, bypass distribution outlets, and shop for goods around the globe from their homes.
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They can easily find reviews on products; compare products at the click of a button.
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The digitization of information enables sellers to customize the products and services and their messages to customers.
and easily (cookies?) Impact reaches beyond the PC based connection to the web (mobile phones-kiosks-TVsAirplanes; even refrigerators!)
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Consumer Behavior
Defined as the behavior
that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Simply, why consumers buy what they buy
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CB is multi dimensional
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Types of Consumers
Personal consumer: buys goods and services for his or
her own use, for the use of the household, or as gift for a friend. Organizational consumer: includes profit and not for profit businesses, government agencies, and institutions, all of which must buy products, equipment and services in order to run their organizations.
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Purchase
Trial Repeat Purchase
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interested in product availability at low prices. Product concept: assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features. Selling concept: marketers primary focus is selling the product that is has unilaterally decided to produce
Marketing concept?
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seek causes for behavior, and to conduct research studies that can be generalized to larger populations. Interpretivist approach: qualitative and based on small samples
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Market segmentation
Is the process of
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Targeting
Is selecting one or more of the segments
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Positioning
Is developing a distinct image
for the product or service in the mind of the consumer, An image that will differentiate the offering from competing ones and communicate to consumers that the particular product or service will fulfill their needs better than competing brands. Ad show reel:
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Marketing mix
4 Ps
offered, along with post purchase benefits such as warranties etc) Price (list price, including discounts, allowances, and payment methods) Place Promotion (advertising, sales promotion, public relations, and sales efforts designed to build awareness of and demand for the product or service)
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target markets in ways that preserve and enhance the well being of consumers and society as a whole. Ads: UBL Water Purifier / IDP
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Customer value
Defined as the ratio between the customers perceived benefits (economic, functional, and psychological) and the resources (monetary,
time, effort, psychological) used to obtain those benefits. Discussion question: Which brands score highest on value?
Customer Satisfaction
Is the individuals perception of the performance of the product or service in relation to his or her expectations. Ad show reel
AMEX
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Customer retention
The overall objective of providing value to
customers continuously and more effectively than the competition so that they dont stop being your customers. Benefits of loyal customers:
They buy more products. They are less price sensitive and pay less attention to
competitors advertising. Servicing existing customers who are familiar with the firms offerings and processes, is cheaper Loyal customers spread positive word of mouth and refer other customers.
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