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Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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INTRODUCTION
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
The various approaches to studying buyer behaviour The role of marketing organisations The nature of buyer and consumer behaviour The differences between organisational and consumer buying The impact of technology on buying behaviour and consumption in Australia The factors influencing buying behaviour
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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One product or service that you bought recently? Why did you buy it? What particular personal factor/s influenced your purchase decision? Did any marketing messages or activities influence your decision? Do you think that the purchase may have been different for someone else? If so, how?
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Consumer behaviour is the behaviour of individuals in their quest to satisfy needs Products and services are acquired to satisfy these personal consumption needs
organisation
Organisational behaviour is determined by both the needs of the organisation and the needs of the individual or group responsible for buying Needs to be satisfied relate to the purchasing of products and services for resale, use in production, or other business purposes
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Marketers suggest that they recognise needs and appeal to them They may present a stimulus that allows the consumer to recognise the need
See EXHIBIT 1.1 Sydney Water ran this advertisement to encourage behavioural change, page 9.
PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Buying behaviour includes: the recognition of a problem (need to be met) search for information consideration of alternatives purchase, consumption, disposal ongoing evaluation of all thoughts and activities throughout this process Marketers must be aware of the buying process and consumer influences to be effective in understanding, appealing to, and meeting consumer needs Marketers also aim to create value in the mind of the consumer by understanding what the consumer values
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Emphasises experimentation involving observable, measurable responses to stimuli Marketing strategies try to influence the way consumers feel about product/service to encourage positive responses Emphasis is on the role of information processing, thinking and reasoning Marketers apply this primarily to brand recognition and attitude formation
Cognitive theory
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Evolution of marketing
Production focus
Selling focus
Marketing focus Societal focus
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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coordinated and integrated manner, simultaneously satisfying its customers and achieving it own corporate goals
(Quester et al. 2001)
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Market segmentation
Market segments - consumers grouped according
mix elements (product, price, place, promotion) are often developed for the various target markets
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 1-12
Market segmentation
See EXHIBIT 1.3 Lexuss luxury sports vehicle and EXHIBIT 1.4 Volvo is well known for safety, page 11.
PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Positioning
How consumers perceive your product in
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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areas that reflect the markets perception of the organisations product or service
The elements combine to present the
organisations efforts to the market - its efforts to satisfy the needs of the target market
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Combinations of tangible (can be seen or touched) and intangible (cannot be seen or touched, i.e. branding) characteristics of the organisations offering to the consumer Includes services which are mostly intangible Branding, image, packaging, storage or containment, labeling, sizes, assortments, variety, range, usage situations and quality are some of the product mix decision areas
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Is determined by product value in the marketplace, demand, input costs, competitors, and other strategies, such as introducing a new product, discounting or distributor allowances Is set in order to achieve organisational objectives, such as market share or profit
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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The complex process that allows the consumer to gain access to the offering May include type and appearance of retail outlet, use of agents, transport, logistics, intermediaries and decisions about intensity of distribution (exclusive, selective, intensive)
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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The careful planning and strategic placement of marketing messages Goals for communication include informing, reminding, persuading the target consumer about the organisations offering Integrated marketing communications can include advertising, public relations, personal selling, direct marketing and sponsorship Promotions may be created using combinations of visuals, sound or other experiences, such as product trial Promotions must be developed with an understanding of the consumer and the integrated mix effort
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Research is an important tool in determining consumer behaviour and the factors influencing behaviour Well known research agencies include:
The Market Research Society of Australia (MRSA) monitors the marketing research industry and its interests
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Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
Quantitative research
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Qualitative research
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Reliance on technology 24-hour shopping Online buying Entertainment Obsolescence Changing mediums for promotion, distribution Changing the way we live and consume Marketers use database marketing, relationship opportunities, monitoring of consumption patterns, needs and wants, research, store layout and product offerings, and maintain an awareness of new technology and its impact
Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski
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