The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
206MKT
Applied Advertising
Week 3 Workshop B
Consumer Behaviour
1
Learning Objectives
By the end of the session students should be able to:
Explain ways in which consumer behaviour may affect advertising decisions
Discuss how advertising can appeal to consumer involvement and motivation
Explain the link between advertising and consumer perception
What is Consumer Behaviour?
Influencing Human Behaviour
“Marketing is essentially a means of influencing human behaviour – typically consumer behaviour”
(Jobber 2012)
Understanding customers
How do they buy?
What are their choice criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
Understanding consumer behaviour when buying goods.
5
Consumer Buyer Behaviour
Influences
Cultural Factors
- Culture, Sub-culture, Social Class
Social Factors
- Groups, Family, Roles
Personal Factors
- Age, life cycle stage, occupation, economic circumstances, lifestyle, personality
Psychological Factors
- Personality, mood, attitudes, beliefs
Classification of Consumer Products
Convenience
Staple (e.g. Contents of the typical supermarket trolley)
Impulse
Emergency
Shopping (e.g. durables)
Speciality (exclusive e.g. designer clothing, long-haul holidays)
Unsought (e.g. insurance)
Compare and contrast how we buy things differently according to the type item and according to the context/situation we find ourselves in
7
Decision Making Unit (DMU)
Influencer
Financier/Decider
Initiator
Buyer
User
Initiator – begins the process of considering a purchase. Information may be gathered by person to support decision.
Influencer – attempts to persuade others of the outcome, what to buy and who from! Impose their choice criteria on the end user.
Decider – power and financial authority.
Buyer – conducts the transaction, makes payment.
User – the consumer of the product/service.
8
Decision Making Unit - example
Which member(s) of the DMU is this advert trying to target?
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
9
Group Exercise
Identify what DMU apply to your identified competitors in your coursework
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
10
Decision making process
Level of involvement
Extensive Problem Solving
Limited Problem Solving
Routine Response
Impulse
See Dibb et al (2001)
FCB
Richard Vaughan of the Foote, Cone and Belding advertising agency has created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives)
ThinkingFeeling High involvementInformative strategies for products that are technical in nature and purchased based on rational thinking and motives .
For examples, cars, house, computers, etc.Affective strategies for products that provide psychological benefits
For example, cosmetics, ...
The PGDM Marketing Management course aims to empower students with the expertise and
capabilities needed for proficiently devising, executing, and evaluating marketing plans.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
206MKT
Applied Advertising
Week 3 Workshop B
Consumer Behaviour
1
Learning Objectives
By the end of the session students should be able to:
Explain ways in which consumer behaviour may affect advertising decisions
Discuss how advertising can appeal to consumer involvement and motivation
Explain the link between advertising and consumer perception
What is Consumer Behaviour?
Influencing Human Behaviour
“Marketing is essentially a means of influencing human behaviour – typically consumer behaviour”
(Jobber 2012)
Understanding customers
How do they buy?
What are their choice criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
Understanding consumer behaviour when buying goods.
5
Consumer Buyer Behaviour
Influences
Cultural Factors
- Culture, Sub-culture, Social Class
Social Factors
- Groups, Family, Roles
Personal Factors
- Age, life cycle stage, occupation, economic circumstances, lifestyle, personality
Psychological Factors
- Personality, mood, attitudes, beliefs
Classification of Consumer Products
Convenience
Staple (e.g. Contents of the typical supermarket trolley)
Impulse
Emergency
Shopping (e.g. durables)
Speciality (exclusive e.g. designer clothing, long-haul holidays)
Unsought (e.g. insurance)
Compare and contrast how we buy things differently according to the type item and according to the context/situation we find ourselves in
7
Decision Making Unit (DMU)
Influencer
Financier/Decider
Initiator
Buyer
User
Initiator – begins the process of considering a purchase. Information may be gathered by person to support decision.
Influencer – attempts to persuade others of the outcome, what to buy and who from! Impose their choice criteria on the end user.
Decider – power and financial authority.
Buyer – conducts the transaction, makes payment.
User – the consumer of the product/service.
8
Decision Making Unit - example
Which member(s) of the DMU is this advert trying to target?
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
9
Group Exercise
Identify what DMU apply to your identified competitors in your coursework
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
10
Decision making process
Level of involvement
Extensive Problem Solving
Limited Problem Solving
Routine Response
Impulse
See Dibb et al (2001)
FCB
Richard Vaughan of the Foote, Cone and Belding advertising agency has created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives)
ThinkingFeeling High involvementInformative strategies for products that are technical in nature and purchased based on rational thinking and motives .
For examples, cars, house, computers, etc.Affective strategies for products that provide psychological benefits
For example, cosmetics, ...
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
3. Session 1 – INTRODUCTION TO CONSUMER
BEHAVIOR
School of Allied Sciences, DMIHER (DU)
4. Objectives
After completing this session, you will be able to:
Understand the meaning of consumer behaviour.
Understand the characteristics of CB
Roles of CB
School of Allied Sciences,
DMIHER (DU)
7. Consumer Buying Behaviour
School of Allied Sciences, DMIHER (DU)
Consumer Behaviour is the sum total of the
decision taken by the consumers concerning the
search, selection, purchase, usage, evaluation
and disposal of the product and service, which
are expected to satisfy their needs.
8. Definition
School of Allied Sciences,
DMIHER (DU)
Consumer behavior is the sum total of the decision
taken by the consumers concerning the search,
selection, purchase, usage, evaluation and disposal of
the product and service, which are expected to satisfy
their needs.
9. CONSUMER BEHAVIOR IN MARKETING
School of Allied Sciences,
DMIHER (DU)
Segmentation: consumer behavior research helps marketers segment markets. marketers can modify their
marketing messages and strategies to better appeal to each demographic by recognizing these segments.
Product design: understanding consumer behavior can also aid in product development. marketers can create
products that better meet consumer needs and preferences by analyzing customer requirements and tastes,
leading to increased sales and customer satisfaction.
Pricing strategies: marketers can use consumer behavior data to determine the price points at which
customers are willing to pay for a product, as well as the pricing strategies most likely to appeal to each market
segment.
Branding: consumer behavior research helps in the development of branding strategies. marketers can create
brand messages and strategies that resonate with consumers and build brand loyalty by understanding
consumer attitudes and perceptions of brands.
10. Why is consumer behavior so important?
School of Allied Sciences,
DMIHER (DU)
Better marketing and communications
Increase customer loyalty.
Better plan inventory
Increase sales
Research competition
12. Summary
School of Allied Sciences, DMIHER (DU)
Consumer behaviour, in its broadest sense, is concerned with
understanding both how purchase decisions are made and
how products or services are consumed or experienced.
Consumers are active decision-makers. They decide what to
purchase, often based on their disposable income or budget.
13. References
School of Allied Sciences,
DMIHER (DU)
1. Philip Kotler (1987) Marketing: An Introduction. Prentice-Hall; International
Editions.
2. Ramaswamy, V.S., 2002, Marketing Management, Macmilan India, New Delhi.
3. Kotler P, Armstrong G,2008, Principles of Marketing, 9th Edition, Prentice
Hall, New Delhi
4. Gandhi J.C, 1985, Marketing –A Managerial Introduction, Tata McGraw-Hill ,
New Delhi
5. https://www.enotesmba.com/2017/08/marketing-notes-consumer-buying-
behaviour.html
