Lecture Consumer behaviour: Chapter 1 - Cathy Neal, Pascale Quester, Del Hawkins

Consumer Behaviour
(subject code)
• Lecturer’s name
• Contact details
• Office hours … or by appointment

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Welcome to Consumer Behaviour
• Why study consumer behaviour?
• What is consumer behaviour?
• How does it affect marketing strategy?

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The Marketing Car
Marketing manager

Consumer behaviour
‘the engine of marketing’

Advertising

Market research

Distribution
Copyright 2004 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Consumer behaviour knowledge is...
the ‘engine’ of a marketing strategy

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Subject Objectives
• Knowledge and understanding
–
–
–

Theories
Working Model of CB
implications for strategic marketing decisions
a focus on marketing decisions

• Communication skills
–

Increase your skills in developing and presenting ideas

orally and in writing

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Assessment (example)
• Final 2 hour exam
–
–

60%

Includes an unseen case study
(min 45% required to pass course)

• Mid semester test (date)
• Tutorial participation
• Tutorial material preparation
• Tutorial case study

15%
10%
10%
5%
100%

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Tip !!
• When answering Case Studies and exam

questions, think of the TEAS approach:
T = Theory
E = Explain the relevant theory
A = Apply the theory
S = Strategy

 Copyright ª 2004 McGraw­Hill Australia Pty Ltd 

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Reading
• Consumer Behaviour: Implications for Marketing

Strategy
Neal, Quester and Hawkins, 4th Aust. edition

• Communication skills handbook
–

Resource Centre

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Course Structure
• Introduction
• Consumer decision process
• Internal influences
• External influences
• Organisational buying
• Consumers and society

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Chapter 1 Consumer Behaviour and
Marketing Strategy
• Studying the consumer is important for marketers
• Implications of consumer behaviour for marketing

strategy
• Components of a consumer behaviour audit
• Relevance of consumer behaviour for non-profit
organisations, government agencies &/or
consumer groups
• A working model of consumer behaviour

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Understanding Consumer Behaviour

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Consumer Behaviour and Marketing
Strategy
• Positioning strategy
• Market segmentation
• New products
• New market applications
• Global marketing
• Marketing mix
• Consumerism
• Non-profit marketing

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How Consumer Influences Drive
Marketing Decisions

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Definitions of Consumer Behaviour
• The dynamic interaction of cognition, behaviour

and environmental events by which human beings
conduct the exchange aspects of their lives
(American Marketing Association)

• A discipline dealing with how and why consumers

consumers purchase (or don’t purchase) products
and services.
(Neal et al.)

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Definitions of Consumer Behaviour
(cont.)
• Those behaviours performed by decision-making

units in the purchase, usage and disposal of goods
and services
(Kotler & Levy)

• The decision process and physical activity

individuals engage in when evaluating, acquiring,
using or disposing of goods and services
(London & Della Bitta)

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Definitions of Consumer Behaviour
(cont.)
• Those actions directly involved in obtaining,

consuming, and disposing of products and
services, including the decision processes that
precede and follow these actions
(Engel, Blackwell & Miniard)

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Consumer Lifestyle and Consumer
Decisions

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Consumer Decision Process

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Factors that Determine and Influence Consumer
Lifestyles

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Overall Model of Consumer Behaviour

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Next Lecture…
Chapter 2:
Situational Influences

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