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Lecture 01
Consumer behaviour and
marketing strategy
The Marketing car
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marketing strategy1-2
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Learning objectives
• What is consumer behaviour?
• Understand why studying the consumer is
important for marketers
• Understand the implications of consumer
behavior for marketing strategy
• Understand a working model of consumer
behaviour
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marketing strategy3
Consumer behaviour
• Definition:– all activities associated with the purchase, use
and disposal of goods and services (Kotler & Keller, 2011)
– including the consumer's emotional, mental and behavioural responses that precede or follow these activities
• Activities:– purchase
– use or consumption
– disposal
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marketing strategy4
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Understanding consumer behaviour
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marketing strategy5
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 7.
Consumer behavior and marketing
strategy
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marketing strategy6
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 8.
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Consumer behavior and marketing
strategy
• Marketing Strategy is the answer to the
question:
– How will we provide superior customer value
to our target market?
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marketing strategy7
Consumer behavior and marketing
strategy
• This requires the formulation of a
consistent marketing mix, which includes
the
– Product
– Price
– Communications
– Distribution, and Services
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marketing strategy8
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Consumer behavior and marketing
strategy
• Managerial implications of consumer
behaviour
• Aspects of marketing strategy
• New market applications
• Global marketing
• The marketing mix
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marketing strategy9
Consumer behavior and marketing
strategy
• Managerial implications of consumer
behaviour
• Aspects of marketing strategy:
– Market segmentation
– Positioning strategy
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marketing strategy10
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Market Segmentation
• Market Analysis Components
– The Consumers
– The Company
– The Competitors
– The Conditions
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marketing strategy11
Market Segmentation
• Market segmentation is a portion of a
larger market whose needs differ from the
larger market.
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marketing strategy12
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Market Segmentation
• Market segmentation involves four steps:
– Identifying product-related need sets
– Grouping customers with similar need sets
– Describing each group
– Selecting an attractive segment(s) to serve
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marketing strategy13
Consumer behavior and marketing
strategy
• Managerial implications of consumer
behaviour
• Aspects of marketing strategy
• New market applications
• Global marketing
– Global Consumer behavior: Coffee at the
movies (p. 12)
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marketing strategy14
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Consumer behavior and marketing
strategy
• The marketing mix
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marketing strategy15
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 14.
Consumerism, ethics, non-profit
marketing and consumer behaviour
• Ethical CB: Unilever pledges to save the
world (p.18)
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marketing strategy16
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An overview of consumer behavior
• The nature of consumption
• The consumer decision process
• Internal influences
• External influences
• Consumer behaviour and society
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marketing strategy17
The consumer decision process
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marketing strategy18
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 19
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The consumer decision process
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marketing strategy19
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 20
Internal influences
– Perception
– Learning and Memory
– Motives, Personality and Emotion
– Attitudes
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marketing strategy20
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External Influences
• Demographics and social stratification
• Families and households
• Reference groups
• Social class
• Culture
• Values
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marketing strategy21
Consumer behaviour and society
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marketing strategy22
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The meaning of consumption
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marketing strategy23
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26
Topics covered in this lecture
• Why study consumer behaviour (CB)?
• What is consumer behaviour?
• How does it affect marketing strategy?
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marketing strategy24
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Next lecture
• Lecture 02: Problem recognition and
Information search
• Case study:
– Magical pills or false promises? (p. 31)
– What expats want: how foreigners in Vietnam
search for information (p. 119)
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marketing strategy25
