adprac 3 - lecture 1

8/3/2019 ADPRAC 3 - Lecture 1

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ADPRAC 3Consumer Behavior and Marketing Research

Adrienne A. Zacarias, M.S.BFA Major in Advertising Arts

M.S. Major in Advertising

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ADPRAC 3

Consumer Behavior & Marketing Research 3 units3 hours a week (lecture)

4 th absence FA (2 late=1 absence)Attendance checked first 15 minutes of 1 st

hour.

Beyond first hour, considered absentNOTEBOOK required

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Teaching Methods

LectureDemonstrationClass discussionsIndividual and Group ActivitiesResearchActual production

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GRADING SYSTEM Attendance 10%Exercises & Quizzes 50%Prelim Requirement 20%Final Requirement 20%

T O T A L 100%

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R-E-S-P-E-C-TRespect yourself and others will respect you.

Confucius

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McGraw-Hill/Irwin Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.


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Introduction toConsumer Behavior and

Marketing Strategy

Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Chapter 1


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W hy do we need to studyconsumer behavior?

marketing strategy

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Three Elements for Marketing Strategy


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The marketing concept suggests anorganization should satisfy consumer needsand wants in order to make a profit

Need to understand customers Must stay close to customers

Past problems with marketing concept The concept was not implemented in the entire

organization and viewed more as a marketingtask

Introduction


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Shift of focus to better serve consumers for three major reasons Dramatic success of Japanese companies

Focus on providing consumers value-laden productsSuperior quality and lower prices of JapaneseproductsIncreased consumer interest in world markets

Dramatic increase in the quality of consumer

and marketing researchUse of technology to identify and know customerspersonallyAbility to track consumer reactions

Introduction cont.


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What is Consumer Behavior?

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The dynamic interaction of affect andcognition, behavior, and the environment bywhich human beings conduct the exchange

aspects of their lives

Involves:

thoughts and feelings people experience actions they perform in the consumption

processes

W hat is Consumer Behavior?


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Includes all things in the environment thatinfluence thoughts, feelings, and actions Comments from other consumers

Advertisements Price information Packaging Product appearance etc.

W hat is Consumer Behavior? cont.


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Consumer Behavior Is Dynamic

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Thinking, feelings, and actions of individualconsumers, targeted consumer groups, andsociety at large are constantly changingRequires ongoing consumer research andanalysis of important trendsMakes development of marketing strategiesdifficult and exciting

Shorter product life-cycle increases importanceof constant innovation

Consumer Behavior is Dynamic


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Product Life Cycle

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www.idea-sandbox.com


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Consumer Behavior Involves Interactions & Exchanges

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Interaction among peoples thinking, feelingsand actions, and the environmentMarketers need to understand

W hat products and brands mean to consumers W hat consumers must do to purchase and use

them W hat influences shopping, purchase, and

consumption

Consumer Behavior Involves Interactions


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Exchange between people involves givingup of something of value and receivingsomething in return

Role of marketing in society is to help createexchanges by formulating and implementingmarketing strategies

Consumer Behavior Involves Exchanges


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Major ApproachesTo Consumer Behavior

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Approaches to the Study of Consumer Behavior


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Interpretive Based on theories and methods from cultural

anthropology

Objective is to understand consumption and itsmeanings Methods of study involve

Long interviews

Focus groups

Major Approaches to Studying Consumer Behavior


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Traditional Based on theories and methods from cognitive, social,

and behavioral psychology, and sociology Objective is to develop theories and methods to explain

consumer decision making and behavior Methods of study involve

ExperimentsSurveys

Major Approaches to Studying Consumer Behavior cont.


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Marketing science Based on theories and methods from

economics and statistics

Objective is to develop and test mathematicalmodels to predict the impact of marketingstrategies on consumer choice and behavior

This method of study has become popular in the

consumer packaged goods industry since it canhandle large scanner data sets

Major Approaches to Studying Consumer Behavior cont.


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Uses of Consumer Behavior

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Three groups use knowledge aboutconsumer behavior and consumer behavior research3. Consumers

Includes consumers and organizational buyers whoexchange resources for various goods and servicesInterest in making exchanges that help them achievetheir goals and the understanding of their own

behavior

Uses of Consumer Behavior Research cont.


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Marketing strategy Design, implementation, and control of a plan to

influence exchanges to achieve organizationalobjectives

In consumer markets, manufacturers, retailstores, catalog retailers, e-tailers and other direct marketers

Increase chances of favorable thoughts and feelingsof particular products, services and brands amongconsumersIncrease chances of trial and purchase

Consumer Behaviors Role inMarketing Strategy


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Marketing strategy Developed by companies that make funds

available for purchase toIncrease chances of usage of services offered byconsumers

Consumer Behaviors Role inMarketing Strategy cont.


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Marketing strategies involve developing andpresenting marketing stimuli directed atselected target markets to influence

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hat they think How they feel W hat they do

Essence of marketing strategy is tounderstand markets, develop and implementsuperior strategies to attract and hold themprofitably



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Powerful force on consumers and society atlarge The power of marketing and the ability of

consumer research and analysis to yield insightinto consumer behavior should not bediscounted or misused



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The marketing concept was defined and pastproblems were discussedThe aspects of consumer behavior werepresentedThree major approaches to consumer behavior research were exhibitedThe groups that use knowledge about consumer

behavior and research were identifiedThe role of consumer behavior in a marketingstrategy was discussed

Summary


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www.themarketingstudent.com


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Baby BoomersThe Baby Boomer generation are those born between 1947 and 1963.

Gen XThe members of Gen X, the children of the Baby Boomers, are those bornbetween 1964 and 1984

Gen YThe newest generation, Gen Y, is made up of those born between 1985and 2005.

www.suite101.com


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A Look At How Gen Y

Communicatesby David Fallarme

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Boomers

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Boomers had it pretty simple back in their youth. W ant to connect with your friends?W

rite them a letter, give them a call or go and see them.


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Gen X

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Gen X-ers had a little more fun. They couldve emailed each other over 28.8 or

used their pagers to send 1-sentence messages back and forth.


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Gen Y

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To an outsider, it can be a confusing to understand how Gen Y uses thosechannels just to talk to each other. After all, Boomers just had three channels andthey made friends just fine.


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Branded: A Day In The Life of Gen Yby David Fallarme

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The author was very intrigued at letting brands tell the story of your life.Heres what a random day in my life looks like, told through the eyes of brands:

0900. Good morning, Dave.

0930. The costume


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1047. Rise and shine

1105. Whats going on in the world?

1247. Lets do lunch


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1807. Refuel and reconnect

1442. Youre on

2028. Productivity


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2345. Y halo thar, internets!

0108. Power down

Its amazing at how much of your daily life is comprised of

interacting with or talking about brandsand how youbecome self-conscious of publicly associating yourself withcertain brands.


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adprac 3 - lecture 1

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