MKB2402 Consumer Behaviour CB 代写
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MKB2402 Consumer Behaviour CB 代写
20/02/2017
1
Business and Economics
MKB2402 Consumer Behaviour
Dr. Malcolm Kennedy
Department of Marketing
Monash University
Photos. Peter Krueger
MKB2402 Consumer Behaviour
Semester 1 2017
Unit Coordinator: Dr Malcolm Kennedy
Email: malcolm.kennedy@monash.edu.au
Location: Berwick Building 901 Level 2 Room 124
2
Course Objectives
1. Understand: the source and nature of consumers’
behaviour.
2. Learn and apply: key marketing concepts.
3. Develop: skills in conducting and applying segmentation
analysis.
4. Comprehend: the relationship between the study of
consumer behaviour and it application in marketing.
5. Develop: the ability to write accurate, clear and convincing
reports on consumers’ behaviour.
3
ASSESMENT DETAILS
ASSESSMENT TASKS:
1. Assignment 1 (Individual or in pairs) 20%
2. Assignment 2 (Individual only) 25%
3. Class Participation 5%
4. Final Examination 50%
Assignments must be placed in the MKB2402 Box by 4pm on
Wednesday Week 5 and Week 10.
Building 901, Level 1, Berwick campus.
Penalties apply for assignments at 10% penalty for each day
late.
4
Attendance of Lectures and Tutorials
Attendance:
To pass or gain a good mark in this unit students must try to attend all
lectures and tutorials.
Lectures:
The lectures will develop concepts, theories, examples and applications
of consumer behaviour.
Students will be able to download lecture notes; however, these will
only provide an outline and structure of the lecture.
The full notes and discussions will be developed in the lecture.
5
Attendance of Lectures and Tutorials
Tutorials:
Each week a tutorial reading and a response exercise will be posted on
Moodle.
The exercise response must be brought to tutorials for use in the
discussion of the set topic.
This work will also form the basis of discussion and application in case-
scenarios.
These exercises will play a crucial role in preparing assignments and in
successfully completing the examination.
The assignment topics, study materials and report writing directives will
be discussed in tutorials.
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2
Prescribed Textbook
Schiffman, L, O’Cass, A, Paladino, A, Carlson, J. (2014).
Consumer Behaviour (Sixth edition). Pearson Australia,
Frenchs Forrest, NSW.
Students must bring their copy to lectures and tutorials
The new sixth edition of this textbook is the preferred version all
lectures, tutorials and assessment work will be based on this text.
URL: to companion website: www.pearson.com.au/highered/schiffman
The text is available at the Berwick book room.
An E-copy is also available from Pearson Australia or can be ordered
from the book room.
7
The Unit Moodle Site
The following resources are essential reading:
(a) Unit Guide – Students MUST read the listed chapters
of the text for the lecture and the tutorial.
(b) Lecture notes
(c) Tutorial Work Sheets MUST be completed and brought
to tutorials.
(c) Assignment materials and assessment forms.
(d) Additional current materials will be added to the site.
8
The textbook companion website
Textbook web resources:
Essay questions
Useful websites
These resources are particularly valuable in
preparing for the quiz and the examination.
9
Business and Economics
Lecture1
Part 1: Consumer Behaviour: Chapter 1.
Part 2: The role of the family: Chapter 8.
Dr Malcolm Kennedy
Department of Marketing
Monash University
Lecture Objectives
1. To define consumer behaviour.
2. Describe individual and organisational consumers.
3. To explain why marketers study consumer behaviour
4. Explain the application consumer behaviour to marketing
management and the societal marketing concept.
5. To describe and evaluate the family role consumer decisions.
6. To identify the nature of the family life cycle.
7. To explore the functions of the family.
8. To review family decision making.
11
Consumer Behaviour:
Consumer Behaviour analysis includes:
How consumers think.
How consumers feel.
How consumers make decisions; and
How consumers take actions. [T, F, D and A.]
Types of consumers:
1. Personal consumers
2. Organisational consumers.
Defined as “… the behaviour that consumers display in searching
for, purchasing, using, evaluating and disposing of products and
services that they expect to satisfy their needs.” (Schiffman et al., 2014,
p.4.)
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e.g.
Whether
What
Why
How
When
Where
How much
How often
e.g.
Acquisition
Usage
Disposition
e.g.
Products
Services
Activities
Experience
s
MKB2402 Consumer Behaviour CB 代写
People
Ideas
All decisions
Elements reflected in Consumer behaviour.
about the
consumption
of an offering
by decision
making units
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
over time
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
All decisions
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
about the
consumption
All decisions
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
of an offering
about the
consumption
All decisions
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
by decision
making units
of an offering
about the
consumption
All decisions
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
over time
by decision
making units
of an offering
about the
consumption
All decisions
e.g.
Hours
Days
Weeks
Months
Years
e.g.
Information
gatherer
Influencer
Decider
Purchaser
User
e.g.
Products
Services
Activities
Experience
s
People
Ideas
e.g.
Whether
What
Why
How
When
Where
How much
How often
How long
e.g.
Acquisition
Usage
Disposition
over time
by decision
making units
of an offering
about the
consumption
All decisions
Examples
Hours
Days
Weeks
Months
Years
Examples
Information
gatherer
Influencer
Decider
Purchaser
User
Examples
Products
Services
Activities
Experience
s
People
Ideas
Examples
Whether
What
Why
How
When
Where
How much
How often
How long
Examples
Acquisition
Usage
Disposition
Adapted from Hoyer and MacInnis, 2008, p. 4
13
14
Two Broad Types of Consumers
PERSONAL CONSUMERS ORGANISATIONAL CONSUMERS
Personal consumers buys goods
and services for:
• personal use,
• Use by the whole household,
household member,
• A gift for someone else
The products are bought for final
use by individual end-users.
Organisational consumers include:
• Profit businesses
• Not-for-profit businesses
• Public sector agencies
• Institutions - schools, churches, etc.
The buyers purchase the products to
help operate their organisation.
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What type of consumer is the target of this advertisement?
B2C and B2B Products?
17
Consumers as Buyers and Users
Consumers roles:
The consumer (user) – uses the product or service.
The purchaser (buyer) – takes action to buy the product or
service.
The payer – provides the money or credit payment to obtain
the product or service.
Marketing implication:
Who should be the target of the marketing campaign?
The consumer, the purchaser or the payer?
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Advertiser vs. Consumer
Reflective Questions
1. What is the core ‘take home’ message from this clip?
2. How can marketers help companies to avoid this type of
situation?
AD BREAK
http://www.youtube.com/watch?v=heSudg-
tfIk&feature=related
The Importance of Consumer Research
Enhances our understanding of consumption behaviour
Helps to identify appropriate target markets, and to
understand their media habits
Is used to identify both felt and unfelt (latent) needs
Helps us to determine how consumers perceive products,
brands and stores
Is used to identify attitudes before and after promotional
campaigns
Helps to explain how and why consumers make their
consumption decisions
Plays a vital role in the development of new products/services
20
The Different Types of Consumer Research
Primary research
Qualitative
- Focus groups
- In depth interviews
Quantitative
- Observational research
- Experimentation
- Survey research
Combination
Uses both qualitative
and quantitative
methods
21
Consumer Behaviour and Marketing
[ This section is based on the discussion
in Chapter 1 of the text.]
22
Product
concept
Production
concept
Societal
Marketing
concept
Selling
concept
Marketing
concept
Immediately post WWII
Late 1940s divergence: product
orientation vs. selling orientation
1950s
Development of the Marketing Concept
Applying Consumer Behaviour to Marketing
Management
23
Practitioner perspective on the marketing concept
Jack McKitterick, former president of General Electric, in
1957 he gave, perhaps, the first definition of the marketing
concept.
At a meeting of the American Marketing Association noted
that:
“… the principal task of . . .marketing . . . is not so
much to be skillful in making the customer do what
suits the interests of the business as to be skillful in
conceiving and then making the business do what
suits the interest of the customer” .
Source: Greyser, S.A. (1997). Janus and marketing, Reflections on the
future of marketing. Marketing Science Institute, Boston, MA.
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5. The Societal Marketing Concept
One potential limitation to the adoption of the societal marketing
concept is that it requires companies to take a long-term perspective
and therefore is less likely to appeal to managers seeking short term
profits / economic results.
The goals of
the firm
Needs of the
target market
Improvement
of society
overall
+ +
The growing awareness of social and environmental issues has led
to a reconceptualisation of the traditional ‘marketing concept’.
There is now more emphasis on marketers adhering to the principles
of social responsibility when marketing goods and services.
In other words, there is a role for balancing the:
27
TOMS Case Study
http://media.pearsoncmg.com/ph/bp/bp_akamai/kotler/TOMS
_Shoes.html
28
Questions:
1. Why would consumers be motivated to select TOMS
shoes over those from a competitor company?
2. What added value could the consumer receive from
purchasing a pair of TOMS?
Four key elements to developing
successful relationships with customers
1. Customer Value
2. Customer Satisfaction
3. Customer Trust
4. Customer Retention
We will look at each briefly [ V, S, T and R.]
29
1. Customer value
The customer’s
perceived benefits they
receive
The customer’s
resources (money, time,
effort) used to obtain
those benefits
In other words: ‘what they get’ versus ‘what they give’
The American Marketing Association’s definition of marketing stresses the
importance of delivering value to consumers.
“Marketing is an organisational function and a set of processes for
creating, communicating and delivering value to customers and for
managing customer relationships in ways that benefit the organisation
and its stakeholders”
30
The Marketing Mix
PRODUCT/SERVICE
Features
Designs
Brands
Packaging
Augmentation
PLACE
Distribution via
stores and non-
store outlets
PROMOTION
Advertising
Sales promotion
Public relations
Sales efforts
PRICE
List price
Discounts
Payment methods
31
Customer Satisfaction
The consumer’s
perception of
performance of the
product/service
As compared to
the consumers
expectations
If exceeded: If equalled:
If not met:
Very satisfied,
delighted
Satisfied Dissatisfied
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Benefits of Customer Retention
Loyal
customers
80—20?
Buy more
products
Are less price
sensitive
Pay less
attention to
competitor's
advertising
Spread positive
word-of-mouth
Are cheaper
to service
33
Traditional Marketing
Concept
Make only what you sell (don’t try
to sell what you make)
Focus on the needs the product
satisfies, not the product itself
Focus on marketing products that
match needs of consumers. Try to
do this better than your
competitors
Target large market segments
that share things in common
using mass media
Use one-way promotions that are
evaluated using sales data and
marketing surveys
Value- and Retention-focused
Marketing
Use technologies that allow people
to customise what you make
Focus on the product’s perceived
value + need that it satisfies
Develop offerings that consumers
perceive as being more valuable
than those of your competitors
Invest in technologies that enable
you to send one-to-one
promotional messages via digital
channels
Use interactive communications
that are tailored to their responses
to prior communication messages.
See Table 1.2 page 29 for more details
34
The Influence of Consumer Behaviour on
Marketing Strategy
Personal
Characteristics
Product
Characteristics
Consumption
Behaviour
Consumption
Situation
Marketing
Strategy
Source: Neal, Quester and Hawkins (2006, p. 6)
35
Part 2: The Contemporary Australian Family?
36
Contemporary Australian Families
Types of Families:
1. Couple with no children. [DINKS]
2. Gay couple with or without children. [DINKS]
3. Single Parent with child or children.
4. One person living alone.
5. Traditional: Two parents and children.
6. Extended: multi-generational families living together.
37
The Role of the Family in Decision Making
Family has an important role in how we think and behave
as consumers.
Many different types, each with a different impact.
Decision making and consumption patterns of each type of
family is increasingly important to marketers.
It is important that marketers understand the role of
families in consumer decision making.
It is also important to we understand the varying functions
of a family.
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The Family Roles in decision Making.
39
Questions:
In your family, are technology based purchases of a TV or a
computers autonomic or syncratic?
Does the answer change in selecting a restaurant?
Autonomic: unilateral -- one member decides -- cosmetics,
clothes, food, cleaning products.
Syncratic: joint – the whole family -- seen more in high
involvement products such as cars, insurance, a holiday or a house!
40
Family decision-making issues examined by
marketers
Is the product for
one person or for
joint consumption?
Is it purchased
with individual or
family funds?
Is it a major
purchase for the
family?
Will it create
conflict among
family members?
Which family
members will
dominate the
decision?
What information
sources are used
by family
members?
Asking these types of questions helps marketers to determine who they
need to reach with their marketing messages and also what media
channels may be the most suitable to use.
41
These functions include imparting basic values and modes
of behaviour that are consistent with the culture in which
the family exists.
This ‘imparting’ of values occurs via observation +
instruction and spans childhood to adulthood.
http://www.youtube.com/watch?v=I0VytPj68LM
Functions of family
42
Functions of the Family: 1
1. General socialisation skills:
Development of manners / goals / moral principles / religious principles /
educational and career goals.
Attitude formation?
http://www.youtube.com/watch?v=b0M5LLSkeKc
Questions:
Mom how did you know Dad was the right man? - (2011) France
What attitude is the daughter likely to adopt regarding men?
Is she likely to adopt this attitude to men? Why?
43
2. Consumer socialisation:
The process by which people acquire skills, knowledge, and
attitudes relevant to their functioning in the marketplace.
It occurs via direct and indirect learning.
1. Learning skills and attitudes relating directly to consumption of
goods and services -- brand preferences, pricing and budgeting.
2. Learning attitudes indirectly related to consumption -- motivations to
purchase products at specific milestones such as first car, first razor.
Functions of the Family: 2
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Functions of the Family: 3
Questions:
1. Why does this Nivea ad include intergenerational images?
2. What is the ad content trying to communicate?
Rihanna Official Nivea Skin Commercial 2011
http://www.youtube.com/watch?v=yHgQV1oDPOQ
45
4. Child consumer socialisation
This process can be heavily influenced by media children are
exposed to TV programs and also by parental style.
Question:
What is this Barbie ad ‘teaching’ young girls?
2008 Barbie Candy Glam Style Station Styling Head Commercial HQ
High Quality
http://www.youtube.com/watch?v=XrYwM9T8HYA&feature=related
Functions of the Family: 4
46
5. Adult consumer socialisation
This process is influenced by stages in life -- sharing a house,
buying your first home and downsizing in retirement.
Life Changes - AMP TV Ad 2011
http://www.youtube.com/watch?v=hmtQKmZCInw
Questions:
1. Should AMP formulate ads that target different stages of the
family life cycle?
2. Why/why not?
Functions of the Family: 5
47
Other Functions of the family
Provision of emotional support
Love, affection, encouragement, intimacy.
Provision of a family lifestyle –
With many families having both parents working, there is
growing interest in how to achieve work-life balance and
improve on quality time with the family.
48
A Simple Model of the Socialisation Process
49
Summary of what we covered today
The definition of Consumer Behaviour. Can you define
‘consumer behaviour’?
Explanation of why the study of consumer behaviour is important
Exploration of the two broad types of consumers.
Examination of the importance of family in the consumer
decision making process.
A review of the Marketing Concept has evolved and the recent
focus on the societal marketing concept.
A review of the four key elements to developing successful
relationships with customers.
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9
NEXT WEEK
Topic: Consumer needs and motivation.
Reading: Chapter 3 Schiffman.
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MKB2402 Consumer Behaviour CB 代写
