Leadership Tony Parker

Consumer Behaviour

Session 1

What is consumer behaviour?

• Study of processes
• Obtaining, consuming and disposing
• Individuals or groups

Understanding the consumer

Communicate value

Build, maintain, and reinforce communication with the consumer (costumer relationship)

Economic approach: Value = Benefits and cost
Experiential value: Value = Subject X Object X Context (more relevant)

CDMP

• Need recognition
• Search for information
• Evaluation of alternatives

• Pre-purchase Issues

• Purchase

• Purchase issues

• Consumption
• Post purchase evaluation

• Post purchase issues

The product base on some habits are directly in Purchase part

Today we consume to show something.

Internal cost related to your previous experience

Do marketers manipulate consumers? Do they create artificial needs?

Are advertising and marketing necessary?

Do marketers promise miracles? AXE

Main trends that have an impact on consumer behaviour ?

• Symbolic aspect of consumption
• Popular culture
• Globalisation
• Web, digitalization

Which ar the different kinds of relationships that consumers can develop with a product ?

• Relationship

• Self-concept attachment
• Nostalgia
• Interdependence
• Love

Why study consumer behaviour ? At what stage of the marketing plan should we take into account ?

4Cs = Consumer solution, costs, convenience, communication

• Observations
• Interviews

• In depth interview
• Focus groups
• Panels or longitudinal studies

• Experimentation

Session 2

Traditionnal decision making process

• Need recognition [pic 1]
• Search of information
• Pre purchase
• Product choice and purchase
• Post consumption evaluation

Needs = biological needs

Maslow pyramid

Conspicuous consumption: purchases motivated to some extent by the desire toshow other people how successful they are