BBGP4103 CONSUM e
ER BEHAVIOUR
e
DreFilzaheMdeIsa
DreNoreAzmieHashime
DreNazlidaeMuhamade
DreSelvamePerumaleD
reFairoleHalim
,ProjecteDirectors: ProfeDreMansoreFadzil
AssoceProfeDreWardaheMohamad
OpeneUniversityeMalaysia
ModuleeWriters: DreFilzaheMdeIsa
DreNoreAzmieHashime
DreNazlidaeMuhamade
DreSelvamePerumaleD
reFairoleHalim
UniversitieUtaraeMalaysia
Moderators: MohdeKhidzireYusof
UniversitieMalaya
ProfeDreShaarieAbdeHamid
OpeneUniversityeMalaysia
Developedeby: CentreeforeInstructionaleDesigneandeTechnology
OpeneUniversityeMalaysia
Printedeby: MeteoreDoc.eSdn.eBhd.
Lote47-48,eJalaneSRe1/9,eSeksyene9,
JalaneSerdangeRaya,eTamaneSerdangeRaya,e433
00eSerieKembangan,eSelangoreDaruleEhsan
FirsteEdition,eNovembere2007eSecon
deEdition,eDecembere2013e(rs)
Copyrighte©eOpeneUniversityeMalaysiae(OUM),eDecembere2013,eBBGP4103
Alle rightse reserved.e Noe parte ofe thise worke maye bee reproducede ine anye forme ore bye anye meansewithout
etheewrittenepermissioneofetheePresident,eOpeneUniversityeMalaysiae(OUM).
,Table of Contents e e
CourseeGuide xie-exvi
Topice1 ConsumereBehavioureandeMarketingeStrategy 1
1.1 DefinitioneandeCharacteristicseofeConsumereBehaviour 2
1.2 MarketingeStrategyeandeConsumereBehaviour 7
1.3 FactorseInfluencingeConsumereBehaviour 15
1.4 TheeImportanceeofeResearcheseoneConsumereBehaviour 22
1.4.1 GroupseWhicheBenefitefromeConsumereResearch 23
Findings
Summary 24
KeyeTerms 25
Self-Teste1 25
Self-Teste2 26
Topice2 MotivationeandeConsumereBehaviour 28
2.1 Motivation 29
2.1.1 NaturaleAbilityeMotivation 30
2.2 RelationshipebetweeneMotivationeandeConsumer 30
NeedseandeWants
2.3 MotivationeProcess 31
2.4 Needs 32
2.4.1 Tri-networkeofeNeeds 33
2.5 Dissatisfaction 35
Summary 40
KeyeTerms 40
Self-Teste1 41
Self-Teste2 42
Topice3 ConsumerePerception 44
3.1 ConsumerePerception 45
3.2 TheeFunctionseofeSensoryeReceptors 46
3.3 SensoryeExposure 49
3.4 PerceptualeProcess 52
3.4.1 PerceptualeSelection 52
3.4.2 PerceptualePositioning 55
, iv
e ▶ TABLEeOFeCONTENTS
3.5 PositioningeandeRepositioning 60
3.5.1 Positioning 60
3.5.2 Repositioning 61
3.5.3 PerceptualeMapping 61
Summary 62
KeyeTerms 62
Self-Teste1 63
Self-Teste2 64
Topice4 PersonalityeandeLifestyle 67
4.1 DefinitioneofePersonality 68
4.2 MajoreCharacteristicseofePersonality 68
4.3 TheorieseofePersonality 69
4.3.1 FreudianeTheory 69
4.3.2 TheeNeo-FreudianeTheory 71
4.3.3 TraiteTheory 74
4.4 ConsumerePersonality 75
4.4.1 ConsumereInnovation 76
4.4.2 CognitiveePersonalityeFactors 78
4.4.3 ConsumptioneandePossessioneCharacteristics 80
4.5 BrandePersonality 81
4.6 Self-image 82
4.6.1 TheeExtendedeSelf 83
4.6.2 Self-transformation 83
4.6.3 VirtualePersonalityeoreVirtual-Self 84
4.7 LifestyleeaseGroupeIdentity 84
4.7.1 ProducteandeLifestyle 84
4.8 Psychographice Research 84
4.8.1 AIO 85
Summary 85
KeyeTerms 86
Self-Teste1 86
Self-Teste2 87
Topice5 ConsumereLearningeandeMemory 90
5.1 Learning 91
5.1.1 TheeLearningeProcess 92
5.1.2 BehaviouraleLearningeTheory 96
5.1.3 TheeCognitiveeLearningeTheory 103
5.2 MeasureseofeIndividualeLearning 105
5.2.1 BrandeEquity 108
ER BEHAVIOUR
e
DreFilzaheMdeIsa
DreNoreAzmieHashime
DreNazlidaeMuhamade
DreSelvamePerumaleD
reFairoleHalim
,ProjecteDirectors: ProfeDreMansoreFadzil
AssoceProfeDreWardaheMohamad
OpeneUniversityeMalaysia
ModuleeWriters: DreFilzaheMdeIsa
DreNoreAzmieHashime
DreNazlidaeMuhamade
DreSelvamePerumaleD
reFairoleHalim
UniversitieUtaraeMalaysia
Moderators: MohdeKhidzireYusof
UniversitieMalaya
ProfeDreShaarieAbdeHamid
OpeneUniversityeMalaysia
Developedeby: CentreeforeInstructionaleDesigneandeTechnology
OpeneUniversityeMalaysia
Printedeby: MeteoreDoc.eSdn.eBhd.
Lote47-48,eJalaneSRe1/9,eSeksyene9,
JalaneSerdangeRaya,eTamaneSerdangeRaya,e433
00eSerieKembangan,eSelangoreDaruleEhsan
FirsteEdition,eNovembere2007eSecon
deEdition,eDecembere2013e(rs)
Copyrighte©eOpeneUniversityeMalaysiae(OUM),eDecembere2013,eBBGP4103
Alle rightse reserved.e Noe parte ofe thise worke maye bee reproducede ine anye forme ore bye anye meansewithout
etheewrittenepermissioneofetheePresident,eOpeneUniversityeMalaysiae(OUM).
,Table of Contents e e
CourseeGuide xie-exvi
Topice1 ConsumereBehavioureandeMarketingeStrategy 1
1.1 DefinitioneandeCharacteristicseofeConsumereBehaviour 2
1.2 MarketingeStrategyeandeConsumereBehaviour 7
1.3 FactorseInfluencingeConsumereBehaviour 15
1.4 TheeImportanceeofeResearcheseoneConsumereBehaviour 22
1.4.1 GroupseWhicheBenefitefromeConsumereResearch 23
Findings
Summary 24
KeyeTerms 25
Self-Teste1 25
Self-Teste2 26
Topice2 MotivationeandeConsumereBehaviour 28
2.1 Motivation 29
2.1.1 NaturaleAbilityeMotivation 30
2.2 RelationshipebetweeneMotivationeandeConsumer 30
NeedseandeWants
2.3 MotivationeProcess 31
2.4 Needs 32
2.4.1 Tri-networkeofeNeeds 33
2.5 Dissatisfaction 35
Summary 40
KeyeTerms 40
Self-Teste1 41
Self-Teste2 42
Topice3 ConsumerePerception 44
3.1 ConsumerePerception 45
3.2 TheeFunctionseofeSensoryeReceptors 46
3.3 SensoryeExposure 49
3.4 PerceptualeProcess 52
3.4.1 PerceptualeSelection 52
3.4.2 PerceptualePositioning 55
, iv
e ▶ TABLEeOFeCONTENTS
3.5 PositioningeandeRepositioning 60
3.5.1 Positioning 60
3.5.2 Repositioning 61
3.5.3 PerceptualeMapping 61
Summary 62
KeyeTerms 62
Self-Teste1 63
Self-Teste2 64
Topice4 PersonalityeandeLifestyle 67
4.1 DefinitioneofePersonality 68
4.2 MajoreCharacteristicseofePersonality 68
4.3 TheorieseofePersonality 69
4.3.1 FreudianeTheory 69
4.3.2 TheeNeo-FreudianeTheory 71
4.3.3 TraiteTheory 74
4.4 ConsumerePersonality 75
4.4.1 ConsumereInnovation 76
4.4.2 CognitiveePersonalityeFactors 78
4.4.3 ConsumptioneandePossessioneCharacteristics 80
4.5 BrandePersonality 81
4.6 Self-image 82
4.6.1 TheeExtendedeSelf 83
4.6.2 Self-transformation 83
4.6.3 VirtualePersonalityeoreVirtual-Self 84
4.7 LifestyleeaseGroupeIdentity 84
4.7.1 ProducteandeLifestyle 84
4.8 Psychographice Research 84
4.8.1 AIO 85
Summary 85
KeyeTerms 86
Self-Teste1 86
Self-Teste2 87
Topice5 ConsumereLearningeandeMemory 90
5.1 Learning 91
5.1.1 TheeLearningeProcess 92
5.1.2 BehaviouraleLearningeTheory 96
5.1.3 TheeCognitiveeLearningeTheory 103
5.2 MeasureseofeIndividualeLearning 105
5.2.1 BrandeEquity 108
