Consumer Behaviour Introduction to Module

Peter Rumble Email: peter.rumble@outlook.com Wechat… Spring 2018

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?

Artificial Intelligence What is your brain? Black Box Stimulus Inputs Response Outputs

What is Marketing? Give some definitions in your own words 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

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 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

Key Concepts Consumer NEED WANTS Customer Goods Products Services 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

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? 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

Consumer Behaviour Grand Modelling

Major Influences on Customer Behaviours 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

Basic Framework Motivation Perception Search Evaluation Choice Learning

Motivation Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

SEARCH Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

EVALUATION Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

CHOICE Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

LEARNING How? Feedback? 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

Why Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

Perception Toyota Chairman asked Why why why Known as Route Cause Analysis. Example. Early deaths, poor health, ?, ?, 5 Whys is an iterative interrogative technique used to explore the cause-and-effectrelationships underlying a particular problem.[1] The primary goal of the technique is to determine the root cause of a defect or problem by repeating the question "Why?" Each answer forms the basis of the next question. The "5" in the name derives from an anecdotal observation on the number of iterations needed to resolve the problem. The technique was formally developed by Taiichi Ohno and was used within the Toyota Motor Corporation during the evolution of its manufacturing methodologies. In other companies, it appears in other forms. Under Ricardo Semler, Semco practices "three whys" and broadens the practice to cover goal setting and decision making.[2] Not all problems have a single root cause. If one wishes to uncover multiple root causes, the method must be repeated asking a different sequence of questions each time. The method provides no hard and fast rules about what lines of questions to explore, or how long to continue the search for additional root causes. Thus, even when the method is closely followed, the outcome still depends upon the knowledge and persistence of the people involved. 07/04/2019 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Abroad Programme

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