Exam (elaborations) Lecture 4 Consumer Behaviour

Week Lecture topic 1 Course overview and marketing planning 2 Marketing environments 3 Market research 4 Consumer behaviour 5 Segmentation, targeting and positioning 6 Product & Services Strategy 7 Pricing Strategy Mid-semester break 8 Place Strategy 9 Promotion - IMC 10 Evaluation, budgeting and implementation 11 Contemporary issues in marketing 12 Marketing mix review 13 Course review Learning Objectives 3 • • • • How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process? Icon Meaning Activity Take notes These are important points and you should take notes. You will be required to know this information. Individual Activity Students complete an individual task. Group Activity Students discuss/ complete activities in groups and report back to the class. Research required You will need to research this and do some reading before the next class. Important Concept You MUST understand this concept to successfully complete the subject. Seek help if you don’t understand. Practice Questions Students will complete these questions as practice. Activity Icon • • • • Consumer – B2C Individual Household Personal consumption • • • • Organisation – B2B Business Government Institutions What is a Consumer? Model Of Consumer Behavior Image Source: Figure 6.1 Model Of Consumer Behavior Kotler & Keller (2016) Marketing Management, Global Edition 15e What Influences Consumer Behavior? What Influences Consumer Behavior? 8 • • The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants Influenced by cultural, social, and personal factors Buyer characteristics 9 Culture 10 The set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions. Cultural group A group of people with shared value systems based on common life experiences and situations.