Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–1

Consumer Behaviour (subject code)

• Lecturer’s name• Contact details• Office hours … or by appointment

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–2

Welcome to Consumer Behaviour

• Why study consumer behaviour?• What is consumer behaviour?• How does it affect marketing strategy?

Market research

Marketing manager Consumer behaviour‘the engine of marketing’

Advertising

Distribution

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–3

The Marketing Car

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–4

Consumer behaviour knowledge is...

the ‘engine’ of a marketing strategy

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–5

Subject Objectives

• Knowledge and understanding– Theories Working Model of CB– implications for strategic marketing decisions– a focus on marketing decisions

• Communication skills– Increase your skills in developing and presenting ideas

orally and in writing

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–6

Assessment (example)

• Final 2 hour exam 60% – Includes an unseen case study – (min 45% required to pass course)

• Mid semester test (date) 15%• Tutorial participation 10%• Tutorial material preparation 10%• Tutorial case study 5%

100%

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–7

Tip !!

• When answering Case Studies and exam questions, think of the TEAS approach:T = Theory

E = Explain the relevant theory

A = Apply the theory

S = Strategy

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–8

Reading

• Consumer Behaviour: Implications for Marketing StrategyNeal, Quester and Hawkins, 4th Aust. edition

• Communication skills handbook– Resource Centre

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–9

Course Structure

• Introduction• Consumer decision process• Internal influences• External influences• Organisational buying• Consumers and society

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–10

Chapter 1 Consumer Behaviour andMarketing Strategy

• Studying the consumer is important for marketers• Implications of consumer behaviour for marketing

strategy• Components of a consumer behaviour audit• Relevance of consumer behaviour for non-profit

organisations, government agencies &/or consumer groups

• A working model of consumer behaviour

1–11

Understanding Consumer Behaviour

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–12

Consumer Behaviour and Marketing Strategy

• Positioning strategy• Market segmentation• New products• New market applications• Global marketing• Marketing mix• Consumerism • Non-profit marketing

1–13

How Consumer Influences Drive Marketing Decisions

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–14

Definitions of Consumer Behaviour

• The dynamic interaction of cognition, behaviour and environmental events by which human beings conduct the exchange aspects of their lives(American Marketing Association)

• A discipline dealing with how and why consumers consumers purchase (or don’t purchase) products and services.(Neal et al.)

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–15

Definitions of Consumer Behaviour (cont.)

• Those behaviours performed by decision-making units in the purchase, usage and disposal of goods and services (Kotler & Levy)

• The decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services(London & Della Bitta)

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–16

Definitions of Consumer Behaviour (cont.)

• Those actions directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions

(Engel, Blackwell & Miniard)

1–17

Consumer Lifestyle and Consumer Decisions

1–18

Consumer Decision Process

1–19

Factors that Determine and Influence Consumer Lifestyles

1–20

Overall Model of Consumer Behaviour

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 1–21

Next Lecture…

Chapter 2: Situational Influences