Topic 1: Introduction to Consumer Psychology and behaviour

To prepare for the class: Consumer Behaviour : Implications for Marketing Strategy,
McGraw-Hill Australia, 2013.

Summary

Tips: Choosing a product (ASM 1) (different brands for ASM 1 and 2)

● Product - local or international brands (must be available in Vietnam)
● Familiar with product and user
● Please validate your selected product/brand with your lecturer.
● Collect internet images (store,product) for your assignment/ no need adding
videos (inside the report).
● Should focus on relevant situational influences (communication, purchase,
usage and disposal).
○ Communication: how do you know the product?
○ Purchase: when you buy a product.
○ Usage: when you use the product.
○ Disposal: when you throw away the product.
○ Don’t need to cover all influences and situations .
● Rubric Marking: Recommended with justification (only 2).
For the ASM 1, which influence is the most important: Situational Influences (Topic 2)
Which part of the car is consumer behavior? The engine -> engine of marketing

How consumers influences drive marketing decisions:

Consumer Influences Marketing Decisions

External Influences Market Segmentations

Internal Influences Product Positioning

Situational Influences Marketing Mix

Decision-process Influences
**********Tips to get HD : READ THE TEXTBOOK
There is no way that Digital marketing is better than Traditional marketing, need to
combine both. Traditional marketing helps brands approach the large scale and
Digital marketing helps brands reach the right TA.

Types of Situations:
1. Communication: do you provide enough information and where consumers
get the information? -> As a marketer, we need to provide enough information
for customers.
2. Purchase: who are you going with (can influence you)? Where are you
going? Why do I have to have them? -> As a marketer, we need to help
customers easily find ways to buy products and services.
3. Usage: when you use products and services? -> As a marketer, for the
physical product at store: need to help customers use the products at ease
and for the service, marketer needs to provide customer assistance service.
4. Disposal: when you finish using the product, how do you dispose of it? Ease
of disposal can be a positive product attribute.

Five Dimensions of Situational Influence:

1. Physical Surrounding: need to be specific, express really well about the
surroundings (weather, temperature IELTS writing, reasons and detailed
description) Impact of background music on
behavior.
2. Social Surroundings:
a. Types of customers in store
 b. Crowding
c. If the consumer is likely to be known by others/ recognized.
d. If there are high-profile ppl/celebrities shopping at that store
e. If the product will be consumed privately?
3. Temporal Perspective: The temporal perspective purchase decisions can
translate into seasonal elements, which may suggest purchase and use at
specific times of the year.
a. If the product is seasonal?
a. If the product is urgently required (snack between lecturers)
b. Time available for shopping is limited/ excess.
c. How long the previous products lasted or was expected to last.
4. Antecedent States:
a. Mood
b. Monetary conditions
5. Task Definition: