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Consumer Behaviour
Implications for Marketing Strategy
FIFTH EDITION
By
Quester & Neal
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-1
Consumer Behaviour
(subject code)
• Lecturer’s name
• Contact details
• Office hours … or by appointment
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-2
Welcome to Consumer Behaviour
• Why study consumer behaviour (CB)?
• What is consumer behaviour?
• How does it affect marketing strategy?
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-3
The marketing car
Marketing manager
Advertising
Consumer behaviour
‘the engine of marketing’
Market research
Distribution
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-4
Consumer behaviour knowledge
is the ‘engine’ of a marketing strategy
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
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  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-6
Assessment (example)
• Final 2 hour exam
–
–
50%
Includes an unseen case study
(Min 45% required to pass course)
• Mid semester test (date)
• Tutorial participation
• Tutorial material preparation
• Tutorial case study
15%
10%
10%
15%
100%
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-7
Hint
• 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  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-8
Reading
• Consumer Behaviour
Implications for Marketing Strategy
Quester-Neal 5th edition
• Communication skills handbook
–
Resource Centre
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-9
Course structure
• Introduction
• Consumer decision process
• Internal influences
• External influences
• Organisational buying
• Consumers and society
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-10
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
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-11
Understanding consumer behaviour
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-12
Consumer behaviour and marketing
strategy
• Positioning strategy
• Market segmentation
• New products
• New market applications
• Global marketing
• Marketing mix
• Consumerism
• Non-profit marketing
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-13
Consumer behaviour is productperson-situation specific
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-14
Consumer behaviour is productperson-situation specific
• Product specific
• Person-individual
• Situation
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-15
How consumer influences drive
marketing decisions
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-16
Consumer influences
• External influences
• Internal influences
• Situational influences
• Decision-type influences
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-17
Marketing decisions
At each stage in this course you will be required to
consider the importance of consumer behaviour
knowledge in the development of marketing
strategy.
Marketing decisions are based on:
• Market segmentation
• Product positioning
• Marketing mix
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-18
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
purchase (or don’t purchase) products and
services.
(Neal et al.)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-19
Definitions of consumer behaviour
(cont.)
• Those behaviours performed by decision-making
units in the purchase, usage and disposal of goods
and services
(Kotler & Levy)
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-20
Consumer lifestyle and consumer
decisions
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-21
An overview of consumer behaviour
• Consumers’ needs/attitudes influence consumption
decisions
• These are reflected in consumer choices
• In turn, consumers respond to:
–
Reduce, maintain or enhance their lifestyle
• Consumer lifestyle - a basis for understanding
consumption
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-22
Consumer decision process
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-23
Consumer decision process
• Consumers are problem solvers
In a given situation the decision process involves:
• Problem recognition
• Information search
• Evaluation and selection
• Store choice and purchase
• Postpurchase processes
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-24
Factors that determine and influence
consumer lifestyles
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-25
Overall model of consumer behaviour
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-26
Multicultural positioning
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-27
Next lecture
Chapter 2:
Situational Influences
Chapters 2, 3, 4, 5, 6 & 7 study the consumer
decision process
Copyright  2007 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins
Slides prepared by Dr Wayne Binney
1-28