cb_week 1_2009(2)
TRANSCRIPT
-
8/8/2019 CB_week 1_2009(2)
1/20
1
MKTG 402 Consumer Behaviour
Week 1: Introduction to consumerbehaviour
Dr. Ronan de Kervenoael
-
8/8/2019 CB_week 1_2009(2)
2/20
2
Aim of the course To develop an appreciation and
understanding of CB from both the
managers and the consumers perspective. Look at both individual and group consumer
behaviour
Link to marketing strategy
-
8/8/2019 CB_week 1_2009(2)
3/20
-
8/8/2019 CB_week 1_2009(2)
4/20
4
Journals **Journal of Consumer Research**
Advances in Consumer Research
www.acrweb.org
Journal of Consumer Behaviour
Journal of Marketing
European Journal of Marketing
Journal of Marketing Management Journal of Advertising
Journal of Research for Consumers
http://www.jrconsumers.com/
-
8/8/2019 CB_week 1_2009(2)
5/20
5
Lecture SummaryWhat is consumer behaviour?
Recognise the importance of consumerbehaviour in peoples daily lives.
Outline various approaches to the study ofconsumers.
Recognise that consumer behaviour isdriven by general human motivations.
-
8/8/2019 CB_week 1_2009(2)
6/20
6
Evening Rituals Imagine its this evening and you are
getting ready to go out: What products will you use?Are some of these brands that you regularly
use?
Are some of these brands that you feel loyal
to? Do some of these have special meanings or
remind you of certain people or events in yourlife?
What are your evening routines and habits?
-
8/8/2019 CB_week 1_2009(2)
7/20
7
What is consumer behaviour? concerns mental and physical acts
includes motives and causes of individual and(small) group behaviour
regards purchase, use, maintenance and disposal ofgoods and services
leads to the achievement of consumer goals andvalues and to satisfaction and well-being
The marketing manager often views the consumeras aproblem solver, something well return tolater
-
8/8/2019 CB_week 1_2009(2)
8/20
8
What is Consumer Behaviour? Individuals or groups acquiring, using, and
disposing of products, services, ideas or
experiences. (Arnould et al 2004)
Also includes acquisition and use of
information.
The dynamic interaction of affect andcognition, behaviour and environmental
events by which human beings conduct the
exchange aspects of their lives (Peter, Olson
& Grunert, 1999)
-
8/8/2019 CB_week 1_2009(2)
9/20
9
The Domain of Consumer
Behaviour (Arnould et al 2004)
-
8/8/2019 CB_week 1_2009(2)
10/20
10
Behaviour
Refers here to the physical actions of
consumers that can be directly
observed and measured.
Includes
Shopping at stores
Buying products Using credit cards
-
8/8/2019 CB_week 1_2009(2)
11/20
11
Consumer Environment
Refers to everything external to the
consumer, that influences what they
think, feel and do.
Includes: Social stimuli, e.g. family, cultures, social
class Physical stimuli, e.g. products, stores,
adverts.
-
8/8/2019 CB_week 1_2009(2)
12/20
12
Consumer behaviour involves
exchange
Exchange relationships important inmarketing
Exchange of money, time, effort
-
8/8/2019 CB_week 1_2009(2)
13/20
13
P ro lem
R ecog itio
In formationSearc
lternative
E val ation
.
Choice.
Postac isition
E val ation
The Consumer Decision Making
Process
-
8/8/2019 CB_week 1_2009(2)
14/20
14
Alternative Views on Consumer
Decision Making
The Cognitive View: emphasises the rational,information-processing approach to consumer purchase
behaviour Experiential/Emotional View: assumes that people
consume many types of products for the sensations,feelings and images thatthese products generate
Reading: Holbrook, M. and Hirschman,E
(1982) TheEx
perientialAspects of Consumption, Journal of Consumer Research, Vol. 9,pp 132-140
Behavioural View: focuses on the environmentalinfluences on consumer behaviour
Reading: Foxall, G. (1990) Consumer Psychology in BehaviouralPers ective Routled e London.
-
8/8/2019 CB_week 1_2009(2)
15/20
15
How do You Study
Consumers?
Five orientations
Anthropology
Economics
History and geography
Psychology
Sociology
-
8/8/2019 CB_week 1_2009(2)
16/20
16
Why Study Consumer
Behaviour?1. If you plan to go into business, understanding consumer behaviour
is critical
The attracting and retaining of customers.
As the global reach of businesses expands, the job of attractingand retaining customers grows ever more challenging.
2. Even if you dont go into business, understanding consumerbehaviour is likely to be an important tool in your job.
Knowledge of consumer behaviour helps non-profit organizationsunderstand donors motivations, produce effective communicationprograms, and change behaviours
-
8/8/2019 CB_week 1_2009(2)
17/20
17
Why Study Consumer Behaviour?
(cont.)3. Consumer behaviour is important to many important debates in public
policy.
E.g. roles that aim to influence government, company policy &consumer activities
Formation of public policy, laws and regulations
Identify and act on threats to consumer rights
4. Studying consumer behaviour is also important from a personalperspective.
You will be better informed and prepared to exercise more effective
control over your own consumer behaviour in the marketplace.
-
8/8/2019 CB_week 1_2009(2)
18/20
Consumers consuming in an
economic down turnAcxiom report 2008
Consumer behaviour is often linked toretail environment
To all print and read for tomorrow
18
-
8/8/2019 CB_week 1_2009(2)
19/20
19
Lecture Summary
The study of consumer behaviour
can lead to understanding ofconsumers thoughts, feelings andactions.
It includes a wide variety ofhuman activities.
It can be exciting, fun AND
important.
-
8/8/2019 CB_week 1_2009(2)
20/20
20
Next week.. Perception and learning.
Background reading:
Solomon et al. - Chapters 2 and 3
Arnould et al. Chapters 8 and 9
Hoyer and MacInnis Chapters 4 and 5
Organise your further readings