1. Bangor Transfer Abroad Programme Consumer Behaviour Introduction to Module

2. Bangor Transfer Abroad Programme Consumer Behaviour Peter Rumble Email: pjrumble@gmail.compjrumble@gmail.com Spring 2014

3. Bangor Transfer Abroad Programme Consumer Behaviour Working on Module: Presentations Tutorials/Workshops Supplementary reading Review sessions

4. Bangor Transfer Abroad Programme Consumer Behaviour Learning Outcomes Identifying the Customer Investigating the Customer Understanding Customer Behaviour Predicting and Influencing Customer Behaviour

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

6. 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

7. Key Concepts Consumer Customer Goods Products Services

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

9. 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?

10. Bangor Transfer Abroad Programme Consumer Behaviour Consumer Behaviour Grand Modelling

11. Major Influences on Customer Behaviours

12. Bangor Transfer Abroad Programme Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning

13. Bangor Transfer Abroad Programme Consumer Behaviour Workshop 1 In your group; 1.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