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Main Objectives: To provide students with a foundation to the study of consumer behavior, Consumer Research, Analytical Segmentation System for Consumers, Consumer Needs & Motivation, Personality & Consumer Behaviour, Consumer Perception, Learning & Consumer Involvement, Nature of Consumer Attitudes, Group Dynamics & Consumer Reference Groups, Social Class & Consumer Behaviour, The Influence of Culture on Consumer Behaviour and Diffusion of Innovations Learning Outcomes At the end of this course, the participants will be able to: 1. Understand the consumer behaviour, the consumer research process, data collection, analysis and report preparation 2. Understand the Analytical Segmentation System for Consumers and how marketers use market segmentation 3. Assess the consumer needs and motivation and evaluate the dynamic nature of motivation including frustration & arousal of motives 4. Examine various consumer behaviour patters used within different organisations and competitive situations. 5. Evaluate the diffusion of innovation and models and consumer decision making Course Outline: Introduction to the Study of Consumer Behaviour:
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What is Consumer Behaviour? Why We Study Consumer Behaviour Why the Field of Consumer Behaviour Developed The Role of Consumer Behaviour
Consumer Research:
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The Consumer Research Process Developing the Research Objectives Collecting Secondary Data Designing Primary Research Data Collection Analysis & Report Preparation
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Who Uses Market Segmentation? How Marketers Use Market Segmentation Bases for Market Segmentation, Including Social Class, Social Status, Family, Company Size, Product Usage & Location Implementing Segmentation Strategies
Motivation Needs Goals Positive & Negative Motivation Dynamic Nature of Motivation Including Frustration & Arousal of Motives Types & System of Needs Motivation Research
Consumer Perception:
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What is Learning? Behavioural Learning Theories Cognitive Learning Theories Brand Loyalty & Brand Equity
What are Attitudes? Structural Models of Attitudes Attitude Formation Attitude Change
Types of Groups
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Reference Groups & Their Applications What is a Family? Functions of the Family Family Decision Making The Family Life Cycle
What is Social Class? Measurement of Social Class Lifestyle Profiles of the Social Class The Affluent Consumer The Non-Affluent Consumer
What is Culture? Characteristics of Culture Measurement of Culture Core Values What is Sub-Culture? Sub-Cultural Aspects of Consumer Behaviour
Diffusion of Innovations:
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The Diffusion Process The Adoption Process A Profile of the Consumer Innovator
What is a Decision? Four Views of Consumer Decision Making Models of Consumer Decision Making Opinion Leadership The Interpersonal Flow of Communication
B) Personality
Basics of Personality, Theories of Personality and Marketing Strategy(Freudian Theory, Neo-Freudian Theory, Trait Theory) Applications of Personality concepts in Marketing, Personality and understanding consumer diversity (Consumer Innovativeness and related personality traits, Cognitive personality factors, Consumer Materialism, Consumer Ethnocentrisms) Brand Personality (Brand Personification, Gender, Geography, Color), Self and Self-Image (One or Multiple selves, The extended self, Altering the self)
C) Perception
Basics of Perception & Marketing implications, Elements of Perception(Sensation, Absolute Threshold, Differential Threshold, Subliminal Perception)
Dynamics of Perception (Perceptual Selection, Perceptual Interpretation, Perceptual Organization) Consumer Imagery, Product positioning and repositioning, Positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturer s image Perceived Risk, Types of risk, How consumers handle risk
B) Attitude
Basics of attitude, The nature of attitude, Models of attitude and Marketing Implication, (Tri-component Model of attitude, Multiattribute attitude models, Theory of trying to consume, Attitude towards the ad model), Attitude change strategies, Attitude change based on the tri-component model(Changing the Cognitive Component, Changing the Affective Component, Changing the Behavioural Component) Other attitude change strategies (Changing the basic motivational function, Associating the product with a specific group, event, or cause, Resolving two conflicting attitudes Altering components of the multiattribute model, Changing beliefs about competitors brands, The Elaboration Likelihood Model)
C) Persuasive Communication
Communications strategy, Target Audience, Media Strategy, Message strategies, Message structure and presentation
Marketing strategies and dissatisfied customers, Customer satisfaction, repeat purchases and customer commitment, Repeat purchasers, committed customers and profits, Repeat purchasers, committed customers and marketing strategy