Case Study

What is Consumer Behaviour?

Consumer behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Consumers’ Impact on Marketing Strategy

- Understanding consumer behaviour is good business

- This is because the marketing concept is all about understanding consumer needs.

- Data about consumers help marketers define the market

- Understanding consumers can help the marketer identify threats to a brand and opportunities for it.

Demographic Segmentation

Demographics are statistics that measure observable aspects of a population, such as:

- Age, gender, family structure and marital status, social class and income, ethnicity, geography.

Psychographic Segmentation

The way we feel about ourselves, our attitudes to things and others around us. The things we value, and the things we do in our spare time.

Relationship Marketing

- Building lifetime relationships between brands and customers.

- Regular interaction with customers which gives them a reason to maintain a relationship with the company.

- Marketers significantly influence lifestyles and consumption habits: combinations of integrated Marketing Communications, rewards, and social media create strong loyalty.

Virtual Consumers

- Impact of the Internet on consumer behaviour

- 24/7 shopping without leaving home.

- Not just Business 2 Consumer, now Consumer 2 Consumer!

Business Ethics

- To conduct business honestly and ethically.

- Rules of conduct that guide the marketplace.

- Various cultures and organizations may conduct themselves differently in certain situations.

Culture Jamming

Aims to disrupt efforts by the corporate world in dominating our cultural landscape

- Corporate Social Responsibility - Green Marketing

- Cause-Related Marketing - Social Marketing

Social Marketing

Techniques to encourage positive behaviours such as increasing literacy and discouraging...