PART 1: AN INTRODUCTION TO CONSUMER BEHAVIOUR Chapter ...
PART 1: AN INTRODUCTION TO CONSUMER BEHAVIOUR Chapter 1: Understanding consumer behaviour 1. Define consumer behaviour and explain its elements ‘Reflects totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, people and ideas by (human) decision making units (over time) • Acquisition: process by which a consumer comes to own an offering -‐ Whether or not to purchase, rent, borrow, lease • Usage: the process by which a consumer uses an offering -‐ Whether to use, how to use, where, when, how often, for how long • Disposition: process by which a consumer discards an offering -‐ Whether to throw, recycle, store, give away, sell, rent, lend out Types of consumers Individual consumers Organisational consumers -‐ His/her own use -‐ For profit businesses -‐ Use by the whole household or a household -‐ Not for profit organisations member -‐ Public sector agencies -‐ Gift for someone else -‐ Institutions (e.g. churches, schools) 2. Identify the four domains of consumer behaviour
PART 1: AN INTRODUCTION TO CONSUMER BEHAVIOUR 3. Discuss the benefits of studying consumer behaviour
Who benefits from the study of consumer behaviour?
Marketing managers
• • •
Ethicists/advocacy groups
• • •
Public Policy Makers/Regulators (Government agencies, legislators, regulators)
•
•
Consumers
• •
Create better products & services Promote products & services more effectively Develop marketing plans & strategies that foster sustainable competitive advantage Lobby for protection of consumer interests & rights Consumers’ Federation of Australia Australian Consumers Association Develop policies & rules to protect consumers from unfair, unsafe marketing practices, false advertising etc E.g. banning of cigarette advertising, restrictions on alcohol advertising, advertising to children etc Educate consumers & help them make better choices Understand consumer behaviours that are individually or socially ‘destructive’ (e.g. smoking, drinking, taking drugs, driving under the use of alcohol, compulsive purchasing, shoplifting, product tampering) and formulate strategies to promote positive behaviour
PART 1: AN INTRODUCTION TO CONSUMER BEHAVIOUR 3. Discuss the benefits of studying consumer behaviour
Who benefits from the study of consumer behaviour?
Marketing managers
• • •
Ethicists/advocacy groups
• • •
Public Policy Makers/Regulators (Government agencies, legislators, regulators)
•
•
Consumers
• •
Create better products & services Promote products & services more effectively Develop marketing plans & strategies that foster sustainable competitive advantage Lobby for protection of consumer interests & rights Consumers’ Federation of Australia Australian Consumers Association Develop policies & rules to protect consumers from unfair, unsafe marketing practices, false advertising etc E.g. banning of cigarette advertising, restrictions on alcohol advertising, advertising to children etc Educate consumers & help them make better choices Understand consumer behaviours that are individually or socially ‘destructive’ (e.g. smoking, drinking, taking drugs, driving under the use of alcohol, compulsive purchasing, shoplifting, product tampering) and formulate strategies to promote positive behaviour
