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
1–1
Welcome to Consumer Behaviour
• Why study consumer behaviour?
• What is consumer behaviour?
• How does it affect marketing strategy?
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–2
The Marketing Car
Marketing manager
Consumer behaviour
‘the engine of marketing’
Advertising
Market research
Distribution
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–3
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
1–4
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
1–5
Assessment (example)
• Final 2 hour exam
–
–
60%
Includes an unseen case study
(min 45% required to pass course)
• Mid semester test (date)
• Tutorial participation
• Tutorial material preparation
• Tutorial case study
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
15%
10%
10%
5%
100%
1–6
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
1–7
Reading
• Consumer Behaviour: Implications for Marketing
Strategy
Neal, 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
1–8
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
1–9
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  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–10
Understanding Consumer Behaviour
1–11
Consumer Behaviour and Marketing
Strategy
• Positioning strategy
• Market segmentation
• New products
• New market applications
• Global marketing
• Marketing mix
• Consumerism
• Non-profit marketing
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–12
How Consumer Influences Drive
Marketing Decisions
1–13
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
1–14
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
1–15
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)
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–16
Consumer Lifestyle and Consumer
Decisions
1–17
Consumer Decision Process
1–18
Factors that Determine and Influence Consumer
Lifestyles
1–19
Overall Model of Consumer Behaviour
1–20
Next Lecture…
Chapter 2:
Situational Influences
Copyright  2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
1–21