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MKTG 402 Consumer Behaviour

Week 1: Introduction to consumerbehaviour

Dr. Ronan de Kervenoael

dekervenoael@sabanciuniv.edu

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Aim of the course To develop an appreciation and

understanding of CB from both the

managers and the consumers perspective. Look at both individual and group consumer

behaviour

Link to marketing strategy

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Journals **Journal of Consumer Research**

Advances in Consumer Research

www.acrweb.org

Journal of Consumer Behaviour

Journal of Marketing

European Journal of Marketing

Journal of Marketing Management Journal of Advertising

Journal of Research for Consumers

http://www.jrconsumers.com/

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Lecture SummaryWhat is consumer behaviour?

Recognise the importance of consumerbehaviour in peoples daily lives.

Outline various approaches to the study ofconsumers.

Recognise that consumer behaviour isdriven by general human motivations.

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Evening Rituals Imagine its this evening and you are

getting ready to go out: What products will you use?Are some of these brands that you regularly

use?

Are some of these brands that you feel loyal

to? Do some of these have special meanings or

remind you of certain people or events in yourlife?

What are your evening routines and habits?

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What is consumer behaviour? concerns mental and physical acts

includes motives and causes of individual and(small) group behaviour

regards purchase, use, maintenance and disposal ofgoods and services

leads to the achievement of consumer goals andvalues and to satisfaction and well-being

The marketing manager often views the consumeras aproblem solver, something well return tolater

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What is Consumer Behaviour? Individuals or groups acquiring, using, and

disposing of products, services, ideas or

experiences. (Arnould et al 2004)

Also includes acquisition and use of

information.

The dynamic interaction of affect andcognition, behaviour and environmental

events by which human beings conduct the

exchange aspects of their lives (Peter, Olson

& Grunert, 1999)

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The Domain of Consumer

Behaviour (Arnould et al 2004)

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Behaviour

Refers here to the physical actions of

consumers that can be directly

observed and measured.

Includes

Shopping at stores

Buying products Using credit cards

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Consumer Environment

Refers to everything external to the

consumer, that influences what they

think, feel and do.

Includes: Social stimuli, e.g. family, cultures, social

class Physical stimuli, e.g. products, stores,

adverts.

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Consumer behaviour involves

exchange

Exchange relationships important inmarketing

Exchange of money, time, effort

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P ro lem

R ecog itio

In formationSearc

lternative

E val ation

.

Choice.

Postac isition

E val ation

The Consumer Decision Making

Process

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Alternative Views on Consumer

Decision Making

The Cognitive View: emphasises the rational,information-processing approach to consumer purchase

behaviour Experiential/Emotional View: assumes that people

consume many types of products for the sensations,feelings and images thatthese products generate

Reading: Holbrook, M. and Hirschman,E

(1982) TheEx

perientialAspects of Consumption, Journal of Consumer Research, Vol. 9,pp 132-140

Behavioural View: focuses on the environmentalinfluences on consumer behaviour

Reading: Foxall, G. (1990) Consumer Psychology in BehaviouralPers ective Routled e London.

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How do You Study

Consumers?

Five orientations

Anthropology

Economics

History and geography

Psychology

Sociology

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Why Study Consumer

Behaviour?1. If you plan to go into business, understanding consumer behaviour

is critical

The attracting and retaining of customers.

As the global reach of businesses expands, the job of attractingand retaining customers grows ever more challenging.

2. Even if you dont go into business, understanding consumerbehaviour is likely to be an important tool in your job.

Knowledge of consumer behaviour helps non-profit organizationsunderstand donors motivations, produce effective communicationprograms, and change behaviours

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Why Study Consumer Behaviour?

(cont.)3. Consumer behaviour is important to many important debates in public

policy.

E.g. roles that aim to influence government, company policy &consumer activities

Formation of public policy, laws and regulations

Identify and act on threats to consumer rights

4. Studying consumer behaviour is also important from a personalperspective.

You will be better informed and prepared to exercise more effective

control over your own consumer behaviour in the marketplace.

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Consumers consuming in an

economic down turnAcxiom report 2008

Consumer behaviour is often linked toretail environment

To all print and read for tomorrow

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Lecture Summary

The study of consumer behaviour

can lead to understanding ofconsumers thoughts, feelings andactions.

It includes a wide variety ofhuman activities.

It can be exciting, fun AND

important.

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Next week.. Perception and learning.

Background reading:

Solomon et al. - Chapters 2 and 3

Arnould et al. Chapters 8 and 9

Hoyer and MacInnis Chapters 4 and 5

Organise your further readings