bangor transfer abroad programme consumer behaviour introduction to module
TRANSCRIPT
Bangor Transfer Abroad Programme
Consumer Behaviour
Consumer Behaviour
Introduction to Module
Bangor Transfer Abroad Programme
Consumer Behaviour
Peter Rumble
Email: [email protected]
Spring 2014
Bangor Transfer Abroad Programme
Consumer Behaviour
Working on Module:
•Presentations
•Tutorials/Workshops
•Supplementary reading
•Review sessions
Bangor Transfer Abroad Programme
Consumer Behaviour
Learning Outcomes
• Identifying the Customer
• Investigating the Customer
• Understanding Customer Behaviour
• Predicting and Influencing Customer Behaviour
What is Marketing?
• Give some definitions in your own words
Marketing is
• Finding and keeping Customers
• Selling goods/products/service that don’t come back to people who do
• People = customers
• Marketing is concerned with identifying, anticipating and satisfying customer
needs at a PROFIT
Key Concepts
• Consumer• Customer• Goods• Products• Services
The Consumer View of the Marketing Mix
• The Four C’s vs the 4 P’s• Customer Benefit• Cost • Convenience• Communication
The O’s of the Marketplace
• OCCUPANTS :Who buys it?• OBJECTS of purchase: What do they need/buy? • OCCASIONS of purchase: When do they buy it? • OUTLETS of purchase: Where do they buy it?• OBJECTIVES of purchase: Why do they buy it?• OPERATIONS of purchase: How do they buy it?• ORGANISATION: Who is involved in the purchase?
Bangor Transfer Abroad Programme
Consumer Behaviour
Consumer Behaviour Grand Modelling
Major Influences on Customer Behaviours
Bangor Transfer Abroad Programme
Consumer Behaviour
Basic Framework
Motivation Perception
Search
Evaluation
Choice
Learning
Bangor Transfer Abroad Programme
Consumer Behaviour
Workshop 1
In your group;
1.Select a product/service you all buy
2. Describe why / how you go about buying it
3. Use the basic framework to organise your answer