Lecture Consumer behaviour: Chapter 1 - Cathy Neal, Pascale Quester, Del Hawkins

The topics discussed in chapter 1 are consumer behaviour and marketing strategy. This chapter highlights the different parent theories used in consumer behaviour. These are 3 fundamental questions we need to consider: Why study consumer behaviour? Why study consumer behaviour? How does it affect marketing strategy?

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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

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The Marketing Car

Consumer behaviour knowledge is

the ‘engine’ of a marketing strategy

• 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

– Includes an unseen case study

– (min 45% required to pass course)

• Mid semester test (date) 15%

• Tutorial material preparation 10%

100%

• 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

Neal, Quester and Hawkins, 4th Aust edition

• Communication skills handbook

– Resource Centre

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Chapter 1 Consumer Behaviour and

Marketing 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

Understanding Consumer Behaviour

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Consumer Behaviour and Marketing Strategy

How Consumer Influences Drive

Marketing Decisions

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Definitions of Consumer Behaviour

• The dynamic interaction of cognition, behaviour

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.)

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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)

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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)

Consumer Lifestyle and Consumer

Decisions

Consumer Decision Process

Factors that Determine and Influence Consumer Lifestyles

Overall Model of Consumer Behaviour

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Next Lecture…

Chapter 2:

Situational Influences