Fundamentals of Consumer Behavior

Session 1

Prof. Dr. Franziska Metz

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 What are YOUR Expectations?

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 What are we talking about in this course?

FUNDAMENTALS OF CONSUMER
BEHAVIOR

Why do people buy a Porsche?

“We build cars that nobody needs

but everybody wants.“

Ferdinand Porsche

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 What are we talking about in this course?

FUNDAMENTALS OF CONSUMER
BEHAVIOR

Why do women buy Dove cream?

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 What are we talking about in this course?
WHAT IS CONSUMER BEHAVIOR?

Consumer behavior is the process whereby individuals

decide
- what,
- when,
- where,
- how,
- and from whom
to purchase goods or services.

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 What are we talking about in this course?
WHAT INFLUENCES CONSUMER
BEHAVIOR?

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 What are we talking about in this course?
WHAT INFLUENCES CONSUMER
BEHAVIOR? Family Structure

Age Social Class

Lifestyles Income

Geography

Gender

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 What are we talking about in this course?
WHAT INFLUENCES CONSUMER
BEHAVIOR? Family Structure

Age Social Class

Lifestyles Income

Geography Perception
Attitudes

Gender
Learning

8 Motivation
 What are we talking about in this course?
WHAT INFLUENCES CONSUMER
BEHAVIOR? Family Structure

Age Social Class

Lifestyles Income

Geography Perception
Attitudes

Gender WHAT DO MARKETERS DO?

Learning

= Market Segmentation
9 Motivation
 Focus of the Course

Individual Company

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 Focus of the Course

Academic Focus

Individual Company

Applied Focus

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 Focus of the Course

Academic Focus

Individual Company

Applied Focus

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 Focus of the Course

Academic Focus

Individual Company

Applied Focus

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 Focus of the Course

Academic Focus

Individual Company

Applied Focus

= OUR FOCUS
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 Focus of the Course

Behavior

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 Learning Outcomes of the Course

During this Course you will...

…improve understanding of consumer behavior

…find out more about internal and external influences on

consumers

…extend your theoretical knowledge for making descriptive

and prognostic statements on consumer behavior.

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 Session Plan for the Semester

Session Topic

Session 1 What is Consumer Behavior?

Session 2 Perception

Session 3 Consumer Learning & Memory

Session 4 Motivation

Session 5 Affect

Session 6 Consumer & Brand Personality

Session 7 Attitudes & Communication

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 Session Plan for the Semester

Session Topic

Session 8 Consumer Decision Making (1)

Session 9 Consumer Decision Making (2)

Session 10 Consumer Decision Making (3)

Session 11 Social Media (1)

Session 12 Social Media (2)

Session 13 Social Media In-Class Experiment

Session 14 Prep for Exam

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 Course Information
Literature

 Most chapters from the book

„Consumer Behavior:
Buying, Having, and Being“
by Michael R. Solomon (2018; 12th edition)

 I will upload cases we will discuss in class

@campusnet
 I will also upload the slides after each
session

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 Course Information
Sessions, Participation, & Preparation

 14 sessions in total
 You receive a session plan indicating:
 Topic of the session
 Literature used in the session
 Learning outcomes
 Please check before the session if you have to prepare anything
(e.g., if we want to discuss a case from the book)

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 Course Information
Grading

In-Class Exam
Experiment

30 points 60 points

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 Course Information
Grading
In-Class Experiment:

 In-class experiment (30 points) will be introduced in Session 2

 Topic:
Digital engagement
with brands
 Your online behavior
 You participate online
 8.-12. October 2018

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 Course Information
Grading
Everyone who participated during the lectures and prepares what
we did in class will be able to pass!

 We will have a final written

exam (60 points):
Wed, 12. December 2018
12:30 – 1.30pm
 Before the exam:
Exam Prep in Session 14

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 Next Session…

 Chapter 3
 Prepare the case study “A Lush Treat for the
Senses” (p.126-127)

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 Let me know if you
have any questions…

Prof. Dr. Franziska Metz

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Telefon: +49 611 7102 2072

E-Mail: franziska.metz@ebs.edu

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