1. Consumer Behaviour
Introduction to Module

2. Peter Rumble
Spring 2017

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

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

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

6. What is Marketing?
Give some definitions in your own words

7. 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

8. Key Concepts
Consumer NEED WANTS
Customer
Goods
Products
Services

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

10. 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?

11. Consumer Behaviour Grand Modelling

12. Major Influences on Customer Behaviours

13. Basic Framework Motivation Perception Search Evaluation Choice
Learning

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

15. 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