Consumer Behaviour Notes
Consumer Behaviour Notes
Lecture 1 – Overview of Consumer Behaviour
Getting to Know Consumer Behaviour (CB)
Marketing Decisions * Market segmentation is the basis of most marketing strategies, it involve identifying consumer groups with unique needs and/or purchasing processes, and developing specific marketing programs targeted at individual groups. * Target segment(s) * Single or multiple-target segments * Product positioning is the way a product or brand compares to its competitors, as perceived by consumers. * Key product differentiation variables * Position relative to competition * Marketing mix is the combination of product, price, distribution and promotion. * Product features * Price level * Promotional appeal * Place (distribution)
Consumer Influences * External influences * Culture and values * Demographics, income and social class * Reference groups and households * Marketing activities * Internal influences * Needs, motives, and emotions * Perceptions and memory * Personality and lifestyle * Attitudes * Situational influences * Physical, time, social, task and antecedent * Decision-process influences * Problem recognition * Information search * Alternative evaluation * Outlet selection * Purchase * Post purchase processes
Some Marketing Concepts * Customer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits. * Customer satisfaction is the feeling that a product has met or exceeded the customer’s expectation. * Consumer behaviour is a discipline dealing with how and why consumers purchase (and do not purchase) goods and services.
Hidden Messages of Consumer Behaviour * Consumer behaviour involves exchanges * Consumer behaviour involves interaction * Consumer
Lecture 1 – Overview of Consumer Behaviour
Getting to Know Consumer Behaviour (CB)
Marketing Decisions * Market segmentation is the basis of most marketing strategies, it involve identifying consumer groups with unique needs and/or purchasing processes, and developing specific marketing programs targeted at individual groups. * Target segment(s) * Single or multiple-target segments * Product positioning is the way a product or brand compares to its competitors, as perceived by consumers. * Key product differentiation variables * Position relative to competition * Marketing mix is the combination of product, price, distribution and promotion. * Product features * Price level * Promotional appeal * Place (distribution)
Consumer Influences * External influences * Culture and values * Demographics, income and social class * Reference groups and households * Marketing activities * Internal influences * Needs, motives, and emotions * Perceptions and memory * Personality and lifestyle * Attitudes * Situational influences * Physical, time, social, task and antecedent * Decision-process influences * Problem recognition * Information search * Alternative evaluation * Outlet selection * Purchase * Post purchase processes
Some Marketing Concepts * Customer value is the difference between all the benefits derived from a total product and all the costs of acquiring those benefits. * Customer satisfaction is the feeling that a product has met or exceeded the customer’s expectation. * Consumer behaviour is a discipline dealing with how and why consumers purchase (and do not purchase) goods and services.
Hidden Messages of Consumer Behaviour * Consumer behaviour involves exchanges * Consumer behaviour involves interaction * Consumer