MKTG2112:(Consumer(Behaviour!
advertisement
MKTG2112:(Consumer(Behaviour! ! When!answering!case!studies!and!exam!questions!approach!using!TEAS! T!=!Theory!E!=!Explain!the!relevant!theory!A=!apply!the!theory!S!=!strategy! ! Week!1!Introduction! ! Learning!Objectives! 1. Understanding!why!studying!the!consumer!is!important!to!markets! 2. Under!the!implications!of!consumer!behaviour!for!marketing!strategy! 3. Understand!the!different!components!of!a!consumer!behaviour!audit! 4. Be!aware!that!consumer!behaviour!is!also!relevant!to!nonKprofit! organisations,!as!well!as!government!agencies!and!consumer!groups! 5. Understand!a!working!model!of!consumer!behaviour! ! Elements!of!consumer!behaviour! ! Purchase!and!use!behaviour! ! Demographics!and!household!structure! ! Needs,!emotions,!values!and!personalities! ! Group!influences! ! Information!processing!and!decision!making! ! Consumer!behaviour!and!marketing!strategy! ! market!segmentation! ! positioning!strategy! ! new!market!applications! ! global!marketing!! ! marketing!mix! ! Segmentation!primer! ! segmentation! ! Diving!larger!groups!into!smaller,!more!easily!targeted!groups! ! Positioning! ! How!your!target!segment/s!think!about!your!company/product! ! Mostly!based!on!what!you!put!out!there! ! Definitions!of!consumer!behaviour! ! The!dynamic!interaction!of!cognition!behaviour!and!environment!events!by! which!human!beings!conduct!the!exchange!aspects!of!their!lives! ! A!discipline!dealing!with!how!and!why!consumers!purchase!(or!don’t! purchase)!products!and!services! ! Those!behaviours!performed!by!decisionKmaking!units!in!the!purchase,!usage! and!disposal!of!goods!and!services! ! ! ! Lecture!2!–!Memory!and!Perception! ! Learning!objectives! 1. Understand!the!nature!of!perception! 2. Understand!the!steps!involved!in!information!processing! 3. Know!which!stimulus!factors!influence!this!process! 4. Know!which!individual!factors!influence!this!process! 5. Know!which!situational!factors!influence!this!process! 6. Understand!how!children!process!information! 7. Understand!the!implications!of!perception!for!retail,!brand!and! communication!strategies.! ! The!nature!of!perception! ! Exposure! o When!stimulus!comes!within!range!of!our!sensory!receptor!nerves!–! must!be!detectable!by!sense! o Deliberate!exposure!to!stimuli,!consumers!seek!information!that!will! help!achieve!certain!goals!–!immediate/longKrange! o Can!be!random! ! Attention! o When!perceived!stimulus!goes!to!the!brain!for!processing! o Determined!by:!stimulus!factors,!individual!factors,!situation!factors! ! Interpretation! ! Memory!–!shortKterm/longKterm! ! Stimulus!factors! ! Size!and!intensity!–!insertion!frequency! ! Colour!and!movement! ! Position! ! ! ! ! ! ! ! ! Media!strategy! Advertisement!and!package!design! Warning!labels!and!package!design! Retail!Strategy! Store!layout!–!cold!and!hot!zones/traffic!and!islands! Lighting!and!fitKout! Placements!of!product!on!shelves! o Eye!level!–!for!adults!and!children! o Number!of!facings!to!maximise!visual!impact! ! Chapter!9!Learning!and!Memory! ! Learning!objectives! 1. Understand!the!nature!of!learning! 2. Understand!the!difference!between!classical!conditioning,!operant!(or! instrumental)!conditioning!and!cognitive!learning! 3. Know!the!main!characteristics!of!learning!and!memory! 4. Understand!how!knowledge!about!learning!can!be!incorporated!into! marketing!strategies! 5. Understand!the!importance!of!brand!image!and!product!positioning! ! Learning! ! Any!change!in!the!content!or!organisation!of!longKterm!memory! ! Result!of!information!processing! ! Consumer!behaviour!is!largely!learned!behaviour! Involvement!and!learning! HighKinvolvement!conditions! ! High!motivation!to!learning! ! Seeking!out!the!information! Low!involvement!conditions! ! Incidental!exposure!to!information! ! Most!consumer!learning!is!in!a!lowKinvolvement!context! ! Types!of!Learning! Conditioning! ! Association!of!stimulus!(information)!with!a!response!(behaviour!or!feeling)! ! Classical!conditioning! ! Operant!conditioning! Cognitive!learning! ! Iconic!rote!learning! ! Vicarious!learning/modelling! ! Reasoning! ! Classical!Conditioning! ! Classical!conditioning:!establishing!a!relationship!between!stimulus!and! response!to!bring!abut!the!learning!of!the!same!response!to!a!different! stimulus! ! It!is!most!common!in!lowKinvolvement!situations! ! Learning!is!more!often!a!feeling!or!emotion!than!information! Operant!Conditioning! ! Trial!precedes!liking! ! Reverse!often!true!for!classical!conditioning! ! Product!sampling!is!a!example!of!this!type!of!learning! ! This!is!the!basis!for!free!trials,!scratchKandKsniff!ads!etc! Reinforcement!of!conditioning! ! rewards!and!good!things!can!reinforce!the!purchasing!behaviour! ! examples:!frequent!flyer!reward!points,!birthday!vouchers!from!restaurants,! random!discount!offers!via!email,!special!inviteKonly!sales!.e.g.!Georg!Jensen! VIP!offers,!Gucci!VIP!offers!etc! Cognitive!learning!! ! Iconic!rote!learning:!association!between!two!or!more!concepts!in!the! absence!of!conditioning! ! Substantial!amount!of!lowKinvolvement!learning!involves!iconic!rote!learning! ! Achieved!by!repeated!advertising!messages!e.g.!Woolworths!Fresh!Food! Updates! ! Vicarious!learning/modelling:!observing!others’!behaviour!and!adjusting! one’s!own!accordingly! ! Common!in!both!high!and!lowKinvolvement!learning! ! Advertising!often!demonstrates!product!use!resulting!in!vicarious!learning! ! Reasoning:!most!complex!form!of!cognitive!learning!–!most!highKinvolvement! decisions!generate!some!reasoning! General!characteristics!of!learning! ! Strength!of!learning!is!influenced!by:! ! Importance!and!relevance! ! Involvement! ! Mood! ! Reinforcement!(or!punishment)!–!negative!reinforcement!e.g.!RBT!means!you! need!a!plan!B! ! Stimulus!repetitions! ! Imagery! ! Extinction!–!forgetting!occurs!when!reinforcement!for!learning!is!withdrawn! ! Stimulus!generalisation!–!brand!equity!and/or!leverage,!often!used!by!cheap! brands!to!mimic!prestige!brands!(hence!trademarks).! ! General!characteristics!of!learning! ! Stimulus!discrimination!–!why!a!brand!is!different! ! Response!environment!–!strength!of!original!learning,!similarity!of!original! learning!environment!to!the!retrieval!environment! The!response!environment! ! Strength!of!original!learning!affects!ability!to!retrieve!relevant!information! ! Similarity!of!the!original!learning!and!the!type!of!learning!is!important! ! Markets!aim!to!replicate!these!situations! Memory! ShortKterm!memory! ! Working!memory!
