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
    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.
    6
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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.)
    12
    20/02/2017
    3
    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.
    15
    16
    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?
    18
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    19
    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.
    26
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    5
    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
    32
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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.
    38
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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
    44
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    8
    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.
    50
    20/02/2017
    9
    NEXT WEEK
    Topic: Consumer needs and motivation.
    Reading: Chapter 3 Schiffman.
    51
    MKB2402 Consumer Behaviour CB 代写