Consumer Behaviour Introduction to Module

Peter Rumble Email: peter.rumble@outlook.com Spring 2017

Working on Module: Presentations Tutorials/Workshops Supplementary reading Review sessions

Learning Outcomes Identifying the Customer Investigating the Customer Understanding Customer Behaviour Predicting and Influencing Customer Behaviour

Who are you? Who am I? Who are we? Let’s research!! Influences on our Customer Behaviour?

What is Marketing? Give some definitions in your own words

Marketing is Finding and keeping Customers Selling goods/products/service that don’t come back to people who do People = customers Marketing is concerned with identifying, anticipating and satisfying customer needs at a PROFIT

Key Concepts Consumer NEED WANTS Customer Goods Products Services

The Consumer View of the Marketing Mix The Four C’s vs the 4 P’s Customer Benefit Cost Convenience Communication

The O’s of the Marketplace OCCUPANTS :Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase:  When do they buy it? OUTLETS of purchase:  Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it? ORGANISATION: Who is involved in the purchase?

Consumer Behaviour Grand Modelling

Major Influences on Customer Behaviours

Basic Framework Motivation Perception Search Evaluation Choice Learning

Why Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?,

Workshop 1 In your group; Select a product/service you all buy 2. Describe why / how you go about buying it 3. Use the basic framework to organise your answer