CHAPTER 4 :

ETHICS AND BEHAVIOUR

4.1 : CONSUMER BEHAVIOUR
4.2 : ETHICS IN MARKETING
 CONSUMER BEHAVIOUR
• Study of individuals, groups, or organizations
and the processes they use to select, secure,
use, and dispose of products, services,
experiences, or ideas to satisfy needs and the
impacts that these processes have on the
consumer and society.
 CONSUMER BEHAVIOUR
• Study how the consumer react with the
product.
• In marketing, this study is important, because
it close related with the sales target and
number of customer.
• Failed in this study it would result in
downward of sales and bad image reputation.
FACTOR IN CONSUMER BEHAVIOUR
• 4P (Place, Price, Product and Promotion)
• Individual attitude.
• Company reputation.
• Sociality.
• Economic.
BLACK BOX
 MARKETING ETHICS
• Marketing ethics is an area of applied ethics
which deals with the moral principles behind the
operation and regulation of marketing. Some
areas of marketing ethics (ethics of advertising
and promotion) overlap with media ethics
• Moral guidelines which govern good behaviour.
• Doing what is MORALLY right.
• Conducting all aspect of marketing and dealing
with consumer in ethical manner.
 MARKETING ETHICS
• Moral guidelines which govern good
behaviour.
• Doing what is MORALLY right.
• Conducting all aspect of marketing and
dealing with consumer in ethical manner.
 CODE OF ETHICS
• Honesty
• Responsibility
• Fairness
• Respect
• Transparency
• Citizenship
 CUSTOMER RIGHTS
• RIGHT TO SAFETY
• RIGHT TO INFORMATION
• RIGHT TO CHOICE
• RIGHT TO BE HEARD
• RIGHT TO REDRESS
• RIGHT TO CONSUMER EDUCATION
 IMPORTANCE OF ETHICS
• Increase product and company image.
• Increase the company sales.
• Satisfying Basic Human Needs
• Creating Credibility
• Improving Decision Making
• Long Term Gains
• Securing the Society