Consumer Behaviour

Consumer Behaviour course notes

Subject objectives:

• Explain the concepts and models applied in consumer behaviour

• Describe and apply buyer behaviour concepts to marketing decision-making

• Evaluate the importance of understanding consumer behaviour

• Identify and apply the psychological and external variables that influence customer decisions

• Explain and analyse various consumer-related market research techniques

• Synthesise various theories and models of consumer behaviour and apply these notions to case studies

• Critically evaluate the use of consumer behaviour techniques

Past exam questions:

1. Marketers need to understand the evaluation strategies applied by consumers because they affect consumer choice. Why is this important to understand? You should consider the objectives of marketing, the decision-making process, marketer actions and any other applicable consumer behaviour theory in your response.

2. How does an understanding of decision rules assist a marketer to develop and promote a product/service? Why are these rules, which are applicable to each member of the decision-making unit, important to understand? Will they differ according to the type of product being purchased? You should discuss each part of the decision-making process in your response.

3. Consumer satisfaction is contingent on expectations being equal to or greater than performance. How does an understanding of the consumer behaviour decision-making process help a company to achieve customer satisfaction?

4. When selecting a new dentist, consumers would take into account a number of factors. What would some of these factors be and how would they impact on the consumer decision-making process? Would these processes differ for each member of the decision-making unit? Explain your response fully using appropriate theory.

5. Since attitudes are learned predispositions to respond (ie, engage or not engage in...