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Lesson 2 Marketing - Intro Consumer Behaviour

This document provides an outline for a lecture on introductory consumer behavior. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. The summary discusses how consumer behavior involves a process that can be influenced by pre-purchase, purchase, and post-purchase issues. It also addresses how marketers study consumer behavior to better understand customers and how consumers impact marketing strategy through their purchasing decisions.

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56 views

Lesson 2 Marketing - Intro Consumer Behaviour

This document provides an outline for a lecture on introductory consumer behavior. It defines consumer behavior as the study of how individuals select, purchase, use, and dispose of products and services. The summary discusses how consumer behavior involves a process that can be influenced by pre-purchase, purchase, and post-purchase issues. It also addresses how marketers study consumer behavior to better understand customers and how consumers impact marketing strategy through their purchasing decisions.

Uploaded by

api-639942719
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Intro to Consumer

Behaviour

Practicum Block V
Julie Lex
University of Winnipeg
CRT/Retailing/Marketing 20s/30s/40S
Outline

● Introduction
● What is consumer behaviour?
○ Process
○ Issues
● Consumer impact on
marketing
● Marketing impact on
consumers
● Consumer segmentation
● Why do we buy?
● Wrap-up
What is consumer behaviour?

● The study of the processes involved when


individual or groups select, purchase, use,
or dispose of products, services, ideas, or
experiences to satisfy needs and desires
○ Consumers are the shoppers, and
marketers are the people/store selling
Is Consumer Behaviour Just Purchasing?

● Consumer behaviour is more than just a


purchase – it involves issues that influence
the consumer before, during, and after the
purchase
● Consumer behaviour is a process
What types of issues can influence the consumption process (Consumer perspective)?

● Pre-purchase issues
○ How does a consumer decide if they need a
product?
○ What are the best sources of information to
learn more about alternative choices?
● Purchase issues
○ Is acquiring a product a stressful or pleasant
experience?
○ What does the purchase say about the
consumer?
● Post-purchase issues
○ Does the product provide pleasure or
perform its intended function?
○ How Is the product eventually disposed of,
and what are the environmental
consequences of this act?
Marketers And Choice of Product
Some Questions Marketers Have…

● How are consumer attitudes toward products


formed and changed?
● What cues do consumers use to infer which
products are superior to others?
● How do situational factors, such as time
pressure or store displays, affect the consumers
purchase decisions?
● What determines whether a consumer will be
satisfied with a product and whether they will
buy it again?
● Does this person tell others about their
experiences with the product and affect their
purchase decisions too?
How do Consumers Impact Marketing Strategy?

● Understanding consumer behaviour is


good business
● Understanding people/organizations to
satisfy consumers’ needs
● Knowledge and data about customers:
○ Help to define the market
○ Identify threats/opportunities in
relation to a brand
How Are Consumers Segmented?

● Demographics (statistics that measure observable


aspects of a population, such as:
○ Age
○ Gender
○ Family structure/marital status
○ Social class/income
○ Ethnicity
○ Geography
● Lifestyles
○ Psychographics:
■ The way we feel about ourselves
■ Our attitudes to things and others
around us
■ The things we value
■ The things we do in our spare time
Does Activism Tie In?

● Corporate social responsibility


○ Consumers who want to make a
positive difference with their
purchases
● Cause-related marketing
○ E.g., Pink ribbon breast cancer
● Green marketing
○ Environmentally-friendly
● Social marketing
○ Wanting to cause a shift in
attitude
○ E.g., a campaign to increase
condom usage
The Urge to Buy…
Why Do We Consume?

● People often buy products not for what


they do, but for what they mean
● Brands convey image/personality/help
us form bonds with others who share
similar preferences
What Kind of Relationships Do We Have With Products/Brands?

● Love
○ Emotional warmth
○ E.g., WWF
● Interdependence
○ Daily use
○ E.g., colgate
● Self-concept attachment
○ Establishes user identity
○ E.g., $$$ sports cars
● Nostalgic attachment
○ Link to past
○ E.g., stuff you remember liking
as a kid
Do Marketers Manipulate Consumers?

● Do marketers give people what they want or


tell people what they SHOULD want?
● Are advertising and marketing necessary?
○ Maybe we buy things we do not need,
just because we can
○ Maybe products may be designed to
meet existing needs, and promotions
may simply communicate product
availability?
Wrap-up

● Introduction
● What is consumer behaviour?
○ Process
○ Issues
● Consumer impact on
marketing
● Marketing impact on
consumers
● Consumer segmentation
● Why do we buy?
● Wrap-up
Questions/Comments?

Next Step: Complete


the associated mini
activity
Thanks

Credits: This
presentation template
was created by SlidesGo

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