Topics Consumer Behavior

I. An introduction to consumer behavior

Understanding consumer behaviour
o Defining consumer behaviour - lib
o External Internal Factors affecting consumer behaviour lib/laura lake
o Effect of marketing to consumer behaviour - lib
o Consumers decision making process laura lake
o Marketing implications of consumer behaviour
Consumer driven Marketing plan Laura Lake

II. The psychological core

Consumer motivation lib all
o Motivation defined
Felt involvement
Types of involvement
o Factors affecting motivation
Personal relevance
Self concept
Values
Needs
Functional
Symbolic
Hedonic
Characteristics of needs
Goals
Types of goals
Perceived risk
Types of perceived risk
Resources affecting consumer ability
Financial
Cognitive
Emotional
Physical
Social cultural
Education
age

III. Exposure and consumer behaviour - lib

Exposure explained
Factors influencing exposure
Attention and consumer behaviour
o Characteristic of attention
o Focal and non focal attention
Perception and consumer behaviour
o Perceiving through vision
o Perceiving through hearing
 o Perceiving through taste
o Perceiving through smell
o Perceiving through tough

IV. Applying consumer behaviour to marketing strategy laura lake

Defining your marketing objectives
The four ps of marketing strategy
o Product
o Place
o Promotion
o Price
Product or product line identification and definition
o Product name
o Product description
o Product definition
Components of a good product definition
Factors affecting product adaptability
How to spread the word
o Advertising
o Marketing collateral
o Media relations
o Promo activities
o Publications
o Public speaking and conference

V. Memory and Knowledge - lib

Memory defined
o Consumer memory
o Sensory memory
o Working memory
o Long term memory
o Episodic memory
o Semantic memory
o Explicit memory
o Implicit memory
How memory is enhanced
Characteristics of stimulus that affects retrieval of memory

VI. Uncovering Consumer Attitudes

Defining consumer attitude
Components of attitude
Primary functions affecting consumer attitude
o Adjustment functions
o Value functions
o Ego functions
o Knowledge functions
External influences to consumer attitudes
 o Ideas
o Personality traits
o Experiences
Inducing positive consumer attitude
Strategies in reshaping negative attitudes

VII. Defining the role of identity: self-concepts and lifestyle laura lake
Dynamic effect of identity
Identifying consumer self-concepts
o Actual self
o Ideal self
o Private self
o Public self
Formation of self concept
Consumer lifestyle
Factors affecting consumer lifestyle
o Income
o Marital status
o Culture
o Social class
o Buying power

VIII. Cultural Influences laura lake

Defining cuture
o Major parts of culture
o Breaking culture into subculture
Ethnicity or nationality
Religion
Age
Gender
Conditioned behaviour: norms
o Phases of cultural conditioning
Common cultural factors among consumers
o Language
o Symbols
o Rituals

IX. The process of making decisions

Problem recognition
o Ideal state
o Actual state
Internal search
o Brands
o Attributes
o Evaluations
o Experiences
Internal search biases
 o Confirmation bias
o Inhibition
o Moods
External search
o Sources of information
o Factors increasing external search
o Variables affecting the extent of external search
o Situational factors influencing external search

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