Consumers and Society
Chapter 18
 What is meant by the term consumerism
 The role of government legislation and regulation
 How to identify the organisations that have been
established to protect the rights of consumers
 The growing importance of and emphasis on ethics in
marketing
 Why marketers need to act responsibly in dealing
with consumers and how they can do so
 What is meant by consumer negative behaviour
 How the Internet is affecting marketing and
consumer behaviour
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
1
Consumer Movement in
Australia and New Zealand
 Australian Consumers Association (ACA)
http://www.choice.com.au
 Ministerial Council on Consumer Affairs
http://www.consumer.gov.au
 Consumers’ Institute of New Zealand
http://www.consumer.co.nz
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
2
Government Regulatory
Environment
 Australia
 Trade Practices Act 1974
 Australian Competition and Consumer
Commission (ACCC)
 Financial Sector Reform Act 1998
 New Zealand
 Fair Trading Act
 Consumer Guarantees Act
 Hire Purchase Act
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
3
Marketing Ethics Framework
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
4
Marketing-mix Decisions
 Product
 Promotion
 design and safety
 packaging and labelling
 product recalls and
bans
 Pricing
 resale price
maintenance
 price discrimination
 two-price advertising
 portrayal of women
 advertising to
children
 use of sex
 Market research
 privacy
 internet
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
5
Negative Consumer
Behaviour
 Potential detrimental effects on
consumers
compulsive buying
compulsive consumption
(e.g. compulsive eating, drinking or
gambling)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
6
Impact of Technology
 Current consumer protection provisions
developed for traditional marketplace.
 Government and consumer groups
have concerns with issues of privacy,
security, access and consumer
protection.
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
7