MKTG 2101- Consumer Buying Behaviour FOCUS TOPICS FOR MIDTERM EXAM Chapter 1- An Introduction to Consumer Behaviour • What is consumer behaviour and its importance • Understand consumer behaviour as a process and issues that arise from consumer & marketer’s perspective. • Consumer behaviour study’s impact on marketing strategy (4Ps) • Segmenting consumers by using demographic, geographic, psychographic, behaviour response factors and segmenting by relationship marketing. • Meaning of consumption Chapter 2- Perception Difference between sensation and perception Perceptual process Sensory marketing and its importance Strategies that marketers use to appeal to each of the 5 senses. Sensory Threshold Absolute threshold Just noticeable difference • Weber’s law and its application in marketing • Attention- strategies used to cut through the clutter. • Interpretation & Positioning. • • • • • Chapter 4- Motivation and Affect • What is consumer motivation and consumer motivation process • Motivational Strength Drive theory Expectancy theory • Motivational Direction • Motivational Conflicts • Specific needs and buying behaviour Biogenic needs Psychogenic needs • Consumer level of involvement and many faces of involvement • FCB Product Involvement Grid Chapter 6- Personality, Lifestyles and Values Trait theory of personality Why understanding consumer traits are useful for marketers Brand personality and importance of creating brand personality. Importance of conducting a psychographic analysis beyond demographic analysis. • Lifestyle dimensions- AIOs • • • • • Understand that every culture has a set of core values that it imparts to its members.