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Understanding Consumer Behavior in Marketing Class: Learn Key Concepts and Frameworks

This module delves into consumer behavior, marketing concepts, and frameworks essential for predicting and influencing customer behavior. Topics include defining marketing, major influences on consumer behavior, and understanding the marketing mix. Explore workshops on selecting and analyzing products/services bought by groups, using frameworks to explain buying behavior.

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Understanding Consumer Behavior in Marketing Class: Learn Key Concepts and Frameworks

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  1. Consumer Behaviour Introduction to Module

  2. Peter Rumble Email: pjrumble@gmail.com Spring 2014

  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. 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. Consumer Behaviour Grand Modelling

  11. Major Influences on Customer Behaviours

  12. Basic Framework Motivation Perception Search Evaluation Choice Learning

  13. 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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