Consumer Behaviour Introduction to Module Bangor Transfer Abroad Programme
Consumer Behaviour Peter Rumble Email: pjrumble@gmail. com Spring 2014 Bangor Transfer Abroad Programme
Consumer Behaviour Working on Module: • Presentations • Tutorials/Workshops • Supplementary reading • Review sessions Bangor Transfer Abroad Programme
Consumer Behaviour Learning Outcomes • Identifying the Customer • Investigating the Customer • Understanding Customer Behaviour • Predicting and Influencing Customer Behaviour Bangor Transfer Abroad Programme
What is Marketing? • Give some definitions in your own words
Marketing is • Marketing is concerned • Finding and keeping with identifying, Customers anticipating and • Selling satisfying customer goods/products/service that don’t come back to needs at a people who do • People = customers PROFIT
Key Concepts • • • Consumer Customer Goods Products Services
The Consumer View of the Marketing Mix • • • The Four C’s vs the 4 P’s Customer Benefit Cost Convenience Communication
The O’s of the Marketplace • • OCCUPANTS : Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase: When do they buy it? OUTLETS of purchase: Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it? ORGANISATION: Who is involved in the purchase?
Consumer Behaviour Grand Modelling Bangor Transfer Abroad Programme
Major Influences on Customer Behaviours
Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning Bangor Transfer Abroad Programme
Workshop 1 Consumer Behaviour In your group; 1. Select a product/service you all buy 2. Describe why / how you go about buying it 3. Use the basic framework to organise your answer Bangor Transfer Abroad Programme
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