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

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

3. 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

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

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

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

7. 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

8. Understanding Consumer Behaviour7

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

10. 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

11. 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

12. 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

13. Consumer Lifestyle and Consumer Decisions12

14. Consumer Decision Process13

15. Factors that Determine and Influence Consumer Lifestyles14

16. Overall Model of Consumer Behaviour15