Business Administration 3321K Lecture Notes - Lecture 1: Consumer Behaviour, Marketing Mix, Business Ethics
4 May 2016
School
Department
Professor
Introduction to Consumer Behaviour 2015-09-14 3:30:00 PM
Dr. M. Cleveland
SSC-4315
Why Study Consumer Behaviour?
• consumer spending has declined → we are in a recession
• as economies mature they become driven by domestic consumption
• every company needs customers
• Consumer behaviour → consumption → not just people going to the store
and buying things, it’s all the stuff that influences people that is relevant
to consumer behaviour
• this is not b2b, this is consumer behaviour
Slide 3: Why Study Consumer Behaviour?
• People are inconsistent with the way their preferences are → e.x.
coffee drinking habits: starbucks preference sometimes vs. Tim’s
Slide 4: What is CB, what drives CB? What causes changes in CB?
• Internal/external aspects
Slide 5: Where does the money go?
• Huge disparity between people who are better off or worse off than
the average
• What share of a wallet
• Discretionary spending → more competitive spending
o intense competition in entertainment
Slide 6: Our focus: understanding marketing from the perspective of
the consumer
• pre-purchase
o how does a consumer come about having a need for a
product? How do we weight and sort through different
information?
o social risk --> choosing a specific colour
o our products tell us who were are
• postpurchase
find more resources at oneclass.com
find more resources at oneclass.com
o is the consumer satisfied → super important because it is
much more expensive to recruit a new customers than to
keep a current customers
• Segmentation: you’ve got a market, and you want to aggregate a
group of people together (grouping them) → (we do not separate
them) → each person in the market have a particular need of a
particular service
• Marketing Mix: 4P's
• Differentiation: you have to been seen as different/distinguishable
on some important basis (price/quality/image of the brand)
• Positioning: the mental image that consumers have of you in the
market (positioning strategy consistent with how consumers see us)
Slide 7: Where are they now?
Slide 8: General Course Info
• office hours: M – 1:30-2:30, W- 1:30-2:30
Slide 9: About Your Prof
Slide 10: Share about you
Slide 11: Scope of the course
• ethics → responsibility/persuasion [children are easily persuaded]
Slide 12:
Slide 13: Pedagogy
Slide 14: Class Comportment
Slide 15: Evaluation
Slide 16: Cont.
Slide 17: Evaluation
find more resources at oneclass.com
find more resources at oneclass.com
