Introduction to

Consumer Behaviour
Anandakuttan B Unnithan

Session 1

Account Planning for Safe Sex Campaign • Dolly. conducted a study to gain understanding of its audience which is teenagers. brands and advertising • But their findings when it came to sex would disturb anyone . the number one girls' teen magazine in Australia. • They studied usual teenage themes of friends and family. music and fashion.

Safe Sex Campaign • One in three girls aged 15–17 were having sex • 25% claimed to have had SIX or more sexual partners • One in 10 girls who have had sex did not use any form of contraception • Only a shocking 35% of girls aged 15–17 claimed to always use a condom. .

• Brief – 'Get teenage girls to practice safe sex • Agency : George Patterson Partners .Safe Sex Campaign • Teenagers will have sex whether you want them to or not. you can certainly do your best to ensure they don't put their lives at risk. and while you cannot prevent them.

Insights about Teenagers • They were an optimistic bunch who believes in living for the moment and are willing to take risks • Teens believe that life is what you make of it. that they are responsible for making the most of their lives. but are more likely to trust their own instincts rather than rely on external information. • They value independence and learning. . – What if they choose to be irresponsible? • There's a need to be popular amongst teens • This group likes to be treated as adults.

• You can't talk at teens.Teenage psychology • They were already living in a world with rules on what to do and what not to do. • They are rebellious . • We had to allow them to come to their own conclusions about practicing safe sex. you have to talk to them.

because teens are more likely to give more importance to their mobile phone. • 'Leaders make their own choices' – sure. but what's that got to do with using a condom? • 'Your actions today will influence your future' – but they don't care about the future.What would work? • 'Your safety is your responsibility'. they live for the moment. . but this wouldn't work. than their personal wellbeing. or messages about safeguarding their wellbeing.

Teenage years are spent worrying or being embarrassed about the smallest of things parents talking to your friends. but the emotion still exists. . it is definitely more potent an idea to chase than the risk of diseases.The Insight • Teenagers fear embarrassment. going insane waiting for a call from that special boy. or not having the 'in' thing to wear. falling in front of a boy you like. putting on a few kilos. • Whilst pregnancy is not life-threatening. – What embarrasses teens might have changed over the years. because teenagers are twice as worried about getting pregnant (39%) than catching HIV (18%).

– 'A little embarrassment of insisting on condom today can save you embarrassment for life .' • But – Use the condom as prevention against pregnancy.Embarrassment and Safe Sex Campaign • Not – 'Use condoms because it will prevent you from getting infected with diseases.

Safe Sex Campaign .

Consumer Insights • Managers need actionable consumer insights in marketing • These could be untested assumptions about consumers • Consumer Insights are generalizations – Observations – Experience – Formal Learning – Organization's Knowledge base etc – Practitioner theories .

or experiences to satisfy needs and desires. . services. ideas. use.What is Consumer Behavior? • The study of the processes involved when individuals or groups select. or dispose of products. purchase. • The purpose is to have useful knowledge to base marketing decisions • This is not a methods / ‘How-to’ course • Focus on Insights and Explanations – Existing body of Knowledge – Develop the marketer mindset to look at consumers.

. society and marketing.Course Objectives • To provide conceptual and analytical framework to understand and analyze consumer behaviour so that one can use these insights to develop and implement marketing strategies • To sensitize you on consumption as a pervasive phenomenon that has a lot of personal relevance. • To help develop fresh perspectives and approaches to understand and appreciate the challenges involved in marketing. We will attempt to explore the symbiotic relationship between individual.

. but the quality of insights that will fetch you points.Course Evaluation • Class participation /Exercises : 35% • Individual Project/term paper : 30% • End Term Examination : 35% • Class participation will be based on active involvement in class. and evidence of preparation. – It is not the quantum of participation.

iimk. mobile phones or other electronic gadgets to the You will need and enrollment key which will be mailed to you • For any queries you may email at anandunnithan@iimk.• Please do not use your laptops. • Please inform the instructor on your absence through email. – It is a distraction to the instructor and other students – It is also not allowed under the institute policy and can invite penal action • Please abstain from having snacks or refreshments during the session. You may login using your IIMK mail ID and • Course page is kept at .

Study of Consumer Behavior • Knowledge of Consumer Behavior is essential in formulating marketing strategy – Marketers learn about consumer behavior through formal and informal means – We look at similarities in Behavior as well as the Differences • Questions addressed in marketing – Who? What? When ? Where? How? How much? – Why? .

Interdisciplinary Research Issues in Consumer Behavior Disciplinary Focus Product Role Experimental Psychology Perception. and memory processes Clinical Psychology Psychological adjustment Microeconomics/Human Ecology Allocation of individual or family resources Social Psychology Behavior of individuals as members of social groups Sociology Social institutions and group relationships Macroeconomics Consumers’ relations with the marketplace Semiotics/Literary Criticism Verbal and visual communication of meaning Demography Measurable characteristics of a population History Societal changes over time Cultural Anthropology Society’s beliefs and practices 1. learning.17 .

18 .Pyramid of Consumer Behavior MICRO CONSUMER BEHAVIOR (INDIVIDUAL FOCUS) Consumer behavior involves many different disciplines MACRO CONSUMER BEHAVIOR (SOCIAL FOCUS) Experimental Psych Clinical Psychology Develop Psychology Human Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology 1.