Consumer Behaviour (subject code) Instructor’s name Contact details Office hours … or by appointment 1

Welcome to Consumer Behaviour Why study consumer behaviour? What is consumer behaviour? How does it affect marketing strategy? 2

Subject Objectives (example) Knowledge and understanding theories implications for strategic marketing decisions a focus on marketing communication decisions Communication skills a focus on individuals skills in developing and presenting ideas orally and in writing, case study form 3

Assessment (example) Final 2 hour exam 60% unseen case study (min 45% required to pass course) Mid semester test (date) 15% Tutorial participation 10% Tutorial material preparation 10% (portfolio) Tutorial case study 5% 100% 4

Reading Consumer behaviour: implications for marketing strategy Neal, Quester and Hawkins, 3rd Aust. edition Communication skills handbook Commerce office 5

Course Structure Introduction Consumer decision process Internal influences External influences Organisational Buying Consumers and Society 6

Consumer Behaviour and Marketing Strategy Chapter 1 Why studying the consumer is important for marketers The implications of consumer behaviour for marketing strategy The different components of a consumer behaviour audit Relevance of consumer behaviour for non-profit organisations, government agencies & consumer groups A working model of consumer behaviour Structure of the textbook 3

Understanding Consumer Behaviour 7

Consumer Behaviour and Marketing Strategy Positioning strategy Market segmentation New products New market applications Global marketing Marketing mix Consumerism and non-profit marketing 8

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 The study of how and why consumers buy and consume 9

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) 10

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) 11

Consumer Lifestyle and Consumer Decisions 12

Consumer Decision Process 13

Factors that Determine and Influence Consumer Lifestyles 14

Overall Model of Consumer Behaviour 15