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Consumer Behavior in Marketing: Influences, Concepts, and Strategies

Delve into the world of consumer behavior, exploring key concepts, influences, and strategies in marketing. Learn how to identify, investigate, predict, and influence customer behavior effectively.

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Consumer Behavior in Marketing: Influences, Concepts, and Strategies

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Presentation Transcript

  1. Consumer Behaviour Introduction to Module

  2. Peter Rumble Email: peter.rumble@outlook.com 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 whywhy • 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

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