An Introduction to Consumer Behaviour

1.
2.

3.

4.

The Scope of CB Importance and methods of CB research Marketing segmentation The structure of course

Process of Consumer Behaviour

select, purchase, uses and dispose

Consumer

products, services, ideas and experiences

to satisfy needs and desires

Stages of the consumption process

Consumer perspective How does a consumer decide that he needs a product? Marketers perspective How is consumer attitudes toward products formed (changed)? Pre purchase issues

Purchase issues

Is acquiring a product a stressful or pleasant experience?

What does the purchase say about the consumer? Does the product provide pleasure or perform its intended function?

How do situational factors (time pressure or store displays) affect the consumers purchase decision?

Post purchase issues

How is the product eventually disposed of, and what are the environmental consequences of this act?

What determines whether a consumer will be satisfied with a product and whether he will by it again? Does this person tell others about his experiences with the product and influence their purchase decisions?

Applications of consumer behaviour research:

Developing

marketing strategy Public policy Social marketing Studying consumer behaviour should make us better consumers

Consumer research methods

Primary research is research that you design and conduct yourself Mail, Phone-Surveys, Mall intercepts Focus groups Personal interviews Observation Online research Secondary research involves information that others have already put together Results of Official statistic researches

Scanner data
Physiological measures

Primary bases for segmentation of consumer market

Geographic segmentation is based on regional variables such as region, climate, and population density and population growth rate. Psychographic segmentation is based on variables such as values, attitudes, and lifestyle. Behavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought.

Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family structure.

Structure of course
Part 2 Consumers, subcultures and cultures

Income and social Class Ethnic, Racial and Age Subcultures Cultural Influences on consumer behavior

Part 1 Consumer as Individual Perception Learning and memory Motivation and values Personality and Lifestyles Attitudes

Part 3 Consumers as decision makers Individual decision making The purchase situation, post purchase evaluation, and product disposal

Bibliography

Course Book: Michael R Solomon, CONSUMER BEHAVIOUR: buying, having and being, Publisher-Pearson Education, Eighth edition, 2009, ISBN: o-13-515336-0 Further recommended reading: Michael R. Solomon, Gary Bermossy, Sren Askegaard, CONSUMER BEHAVIOUR: A EUROPEAN PERSPECTIVE, 3rd 2006, Publisher-Prentice Hall, ISBN: 978-0-273-71472-9 Leon G Schiffman & Leslie Lazar Kanok, CONSUMER BEHAVIOUR, 8TH Edition, Publisher Prentice Hall, 2004, ISBN: 0-13-049175-6 Arnould Eric, Price Linda, Zinkhan George. CONSUMERS. McGraw Hill Publishers:2nd Edition, 2004, ESBN: 0-07-253714-0 Schiffman, CONSUMER BEHAVIOUR:A EUROPIAN OUTLOOK, 2008, Publisher-Prentice Hall, ISBN: 978-0-273-70401-0

1.

2.

3.

4.