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Session 1 CB Offline 20 Rev

The document provides an introduction to consumer behaviour including the lecturer's background and qualifications. It outlines the course objectives which are to improve students' understanding of consumer behaviour concepts and applications. It also discusses plagiarism, course references, and an overview of the topics to be covered in the first session including definitions of consumer behaviour and the relationship between behaviour and marketing.

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80 views

Session 1 CB Offline 20 Rev

The document provides an introduction to consumer behaviour including the lecturer's background and qualifications. It outlines the course objectives which are to improve students' understanding of consumer behaviour concepts and applications. It also discusses plagiarism, course references, and an overview of the topics to be covered in the first session including definitions of consumer behaviour and the relationship between behaviour and marketing.

Uploaded by

michael
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR

LECTURER INTRODUCTION  Dr. Susilowati Natakoesoemah.

 Educations :
 S1, Communication FISIP UI;
 S2, Management Communication
FISIP UI;
 S3, Communication FISIP UI.
 Vanaya – Ericson Coaching
Institute.
 Work Experiences :
 Advertising Agency
 Securitas
 Banking
 PR Agency
 Communication consultant.
COURSE OBJECTIVE
This course aim to improve student understanding of concepts,
principles, problems and applications of marketing to consumers.
After completing this course, student should be able to :
1. Student will demonstrate an understanding principles of
consumer behaviour , including terminology and concepts.
2. Students will demonstrate understanding of cultural and
subcultural influences on consumer behaviour and the role of
marketing to people in different cultures
3. Student will research and analyze specific consumer
behaviour in culture different from their through individual
project.
Plagiarism Issue
 All assignments will need to have a signed
declaration on the cover that the material
submitted is the students’ own work and that all
work taken from other sources is properly
acknowledged.

 Penalty for those students : FAILED from the


subject.
REFERENCES

Solomon,Michael R (2018). Consumer


Behaviour, Global Edition. Twelfth Editions.
Pearson Education Limited, UK
Schiffman, L.G & Kanuk, L. (2015).. Consumer
Behaviour. Global Edition. Prentice Hall.
Consumer behaviour journals
Session 1
Introduction To
Consumer Behaviour
LEARNING OBJECTIVE
Session 1
• To understand what consumer behaviour is and
the different types of consumers
• To understand the relationship between
consumer behaviour and marketing concept.
MARKETING AND
CONSUMER
BEHAVIOUR
INTRODUCTION
 Behaviour is a set of socio psychological indicators that
cultivate a cognitive process in human beings.
 Behaviours in humans are grown as learned, acquired or shared
process over spatial and temporal factors.
 Consumerism is evolved in the society as a behaviour
influenced by cultural, ethnic, economic, politic, legal and
technological factors.
 Mapping the consumer behaviour has become inevitable for
companies in order to design markets in the rapidly changing
consumer preference today.
What is
marketing ??

“Marketing is the activity for creating,


communication, delivering and exchanging
offering that benefit its customers, the
organization, its stakeholders and society
at large.”
MARKETING
Marketing 1.0 EVOLUTIONMARKETING
Marketing 2.0 Marketing 3.0 –G
Marketing 4.0 human
Product centric Customer centric (Sales era) (marketing concept centric
era)
Objective Sell products to the Satisfy customers &brand Meet emotional and Customer engagement
masses loyalty rational needs of
consumers

Enabling forces Industrial revolution Information technology Connectedness of inclusivity


consumers
Key marketing Product driven market Differentiation Value of product to Brand advocacy
concept consumers emotions

Value propositions Functional Functional & emotional Functional , emotional Minds, hearts and spirit
& rational

Interaction with Mass communication Micro segmentation Consumers collaborate Human to human &
customers with each other machine to machine

Power of branding Marketers/.companies Marketers/consumers Consumers Customer communities


THE STRATEGIC FRAMEWORK OF MARKETING

 Market segmentation 
The process dividing a market into subset s of consumers with
common needs or characteristic
 Market targeting 
The selection of one or more of the segments identified for
the company pursue.
 Positioning 
The development of a distinct image for product or services in
the mind of consumers.
Marketing Mix Tools

Classic tools In connected world: 4C’s


 product  Co creation
 Price  Currency
 Place  Communal activation
 Promotion  conversation
 Co creation is the new product development strategy
allow customers to customize and personalize product
and services
 Currency is dynamic pricing (fluctuates depending on
market demand
 Communal activation (channel/distribution) . Such as
Airbnb, uber, gojeg.
 Conversation (promotion)  the proliferation of social
media enables customer to respond and allow customer to
converse about the messages with other customers. Such
as Trip advisor
CONSUMER BEHAVIOUR
CONCEPT  focus on customer analysis :
 Consumer behaviour is the study
of the process involved when  why and how people use
individuals or group select, products?
 why , when and how they
purchase, use, or dispose of
buy?
products, services, ideas or  How often they use it.
experiences to satisfy needs and  How they evaluate after
desire. purchase it.
 How they dispose it
 The impact of such
evaluation on future
purchase.
The Web is changing consumer behavior ??
Situations

 Today customers get


intouch with brands in
various situations, be
relaxed at home or in hurry
while travelling. They may
live in a big city or in small
town where the next retailer
is miles away
The New Customer Path
Mobile

Computer
 Customers are now smarter, and the
retail
path is more complicated.
 There are so many touchpoints and
Print Ad
the path is no longer linear. Analog
and digital during different times of Read blog
the day.
 The path can start online or off line, Read reviews
and then experience is often cross Read

channel. Demo products


in store
The Shifting Customer Path In a Connected World

Customer
connectivity Aware Appeals Ask Act Advocate
-era

(“Marketing 4,0; Moving From Traditional To Digital” Phillip Kotler , Hermawan Kartajaya, Iwan
Setiawan); 2017)
Discussion

 why should managers, advertisers and marketers want to


learn about the behaviour of their consumers ? Is it the role to
modify and drive that behaviour?
 Are frame work marketing (segmentation, targeting and
positioning) still effective as a strategy in digital economy?
How do you study
consumers??
CONSUMER BEHAVIOUR RESEARCH

There are 2 major perspective on


consumer behaviour :
Positivist approach
Interpretivist approach
Assumptions Positivist approach Interpretive approach
(Post Modern_
• Nature of reality • Objective, tangible • Socially constructed
• single • multiple

• Goal • Prediction • Understanding

• View of causality • Existence of real causes • Multiple, simultaneous


• Shaping events

• Research relationship • Separation between researcher • Interactive, cooperations


and subject with researcher being part
of phenomenon under
study.

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