Consumer Behaviour V10

“Buyers are
always looking
for something
new.”
–Yohji Yamamoto
1943, Tokyo, Japan
Designer
LECTURE OUTLINE
1. Discussion: INTRODUCTION
2. Lecture: COURSE OUTLINE, COURSE FLOW
3. Think-Pair-Share: STUDENT EXERCISE
4. Homework: WATCH TED TALK AND ANSWER REFLECTION QUESTION

LECTURE – INTRODUCTION
THINK-PAIR-SHARE
What are the benefits of online learning? From your experience last semester, what
1 worked and what didn’t? - 8 minutes
LECTURE – DAVIDE LETTIERI, RETAIL 28
Consumer Behaviour
CLASS GUIDELINES
If late, join class anyway. Be prepared to turn on video for in class

1 4 activities.
Participate to learn, contribute to and enjoy Use chat when asked to, raise hands for
2 lectures.
5 questions.
Stay open-minded. Avoid having distracting devices near you.

3 6
WHAT TO EXPECT
In Class Discussions. Professional Growth.

1 4
Lecture & Learning Outcome Communicating Effectively

2 5
In Class Activities. Good Learning Environment

3 6
THINK-PAIR-SHARE
What are you currently doing to reduce your negative environmental footprint? -5- 8
1 minutes
HOMEWORK
Watch Ted Talk: Conscious Consumption- Time to live and shop our
1 values. By Diane Ridway-Cross
Reflection Question: How can you use your “purchase power” to support your
2 values and beliefs?
TAKEAWAY – INTRODUCTION
Join every class with a positive attitude and open

mind. Stay connected to what’s happening in the
fashion industry and be prepared to engage in
regular class discussions.
DAVIDE LETTIERI, RETAIL 28

“There is
absolutely a gap
in the market for
thirty something
women and, the
more I look at it,
the more I feel
there needs to be
a sense of ease
and choice.”
–Phoebe Philo
1973, Paris France
Previous Designer at Celine and
Chloe
LECTURE OUTLINE
1. Discussion: FASHION NEWS
2. Discussion: DESIRE AND PROBLEMS
3. Lecture: PROBLEM SOLVING
4. Reading: HBR / TOYS R US
5. Homework: Ted Talk and Reflection

LECTURE – PROBLEM SOLVING
Define Desire and Provide Synonyms

LECTURE – What is Consumer Behaviour
Desire
Want Need
1 4
Lust Crave
2 5
Hunger Fancy
3 6
Companies exist to satisfy consumers’ needs and

potential needs, and solve problems.
These needs can be satisfied only to the extent that

marketers understand the people that will select and
use these products and services. ( and do so better
than the competition)

WHAT PROBLEMS DO CONSUMERS HAVE?
Money ? Time ? Fit ?
Discussion
WHAT PROBLEMS DO CONSUMERS HAVE?
Sustainable ? Lifestyle ? Security ?
Discussion
THINK-PAIR-SHARE
What problems/gaps have you faced or noticed since the beginning of 2020? -5-8
1 minutes
A consumer purchase may be a response to a

perceived problem. These situations are encountered
daily. They realize they want to make a purchase and go
through a series steps.
STAGES IN THE CONSUMER DECISION MAKING

PROCESS
PROBLEM
RECOGNITION
INFORMATION
SEARCH
EVALUATION
OF
ALTERNATIVES
PRODUCT
CHOICE
CONSUMPTION
& LEARNING
HABITUAL DECISION MAKING / SOLVING PROBLEMS

WITH LITTLE EFFORT
Low Cost Products. Familiar Brand.

1 4
Frequent Purchases.
2
Familiar Product Class.

3
DEMANDING DECISION MAKING / THE EVENTUAL

DECISION IS PERCEIVED TO CARRY A FAIR DEGREE
OF RISK
Expensive Products High Consumer Involvement

1 4
Infrequent Purchases.
2
Unfamiliar Product Class or New Brand

3
FASHION PURCHASES AND POTENTIAL RISKS
Monetary Functional Social*
*Social Risk; Self expressive decisions can be seen as having negative

social consequences if the wrong choice is made.
The intensive decision making process is getting more

complicated due to the increased options available.
Many modern consumers argue that their problem is

that they have too many choices.
Hyper choice: A condition where a large number of

available options forces us to make repeated choices
that may drain psychological energy while decreasing
our abilities to make smart decisions.

WHAT SHOULD I BUY?

HOMEWORK
Watch Ted Talk: The Paradox of Choice by Barry Schwartz

1
Reflection Question: Have you ever put off making a decision because of too
2 many choices? Which fashion retailer does a great job and staying in their “fish
bowl”?
TAKEAWAY – PROBLEM SOLVING
Consumers are confronted with endless amounts of

decisions to make, with different stages along the
way. Figure out what relevant problems they face
and offer the best solution.

“Spend most of
your time asking
the right
questions.”
–Albert Einstein
1879-1955, Ulm Germany
Physicist
LECTURE OUTLINE
1. Discussion: REFLECTION & FASHION NEWS
2. Lecture: CONSUMER RESEARCH
3. Video: FOCUS GROUPS BY TED ED
4. Workshop: FOCUS GROUP ABOUT SLEEP BEHAVIOUR
5. Homework: TED TALK & REFLECTION, PROJECT

LECTURE – CONSUMER RESEARCH
“Market Segmentation is the separation of a group of

customers with different needs into subgroups of
customers with similar needs and preferences. By
doing this, a company can better tailor and target its
products and services to meet each segment’s needs.”
HBR.ORG

“Market Segmentation is the separation of a group of

customers with different needs into subgroups of
customers with similar needs and preferences. By
doing this, a company can better tailor and target its
products and services to meet each segment’s needs.”
HBR.ORG

MARKET SEGMENTATION
DEMOGRAPHICS
Age
Gender
Family Structure
Social Class
Profession
MARKET SEGMENTATION
DEMOGRAPHICS
Income
Ethnicity
Geography
MARKET SEGMENTATION
PSYCHOGRAPHICS
Personalities
Attitudes
Values
Interests
Lifestyle choices
Primary Research: Data that is collected by the

researcher.
Secondary Research: When the researcher uses data

collected by another entity.

PRIMARY RESEARCH
Survey. Observational Research.

1 4
Focus Groups. Experimental.

2 5
Interviews. Click-stream Data Gathering.

3 6
CONSUMER RESEARCH TO LEARN MORE ABOUT CONSUMERS’
Attitudes. Preferences.
1 4
Opinions.
2
Behaviours.
3
VIDEO – HOW FOCUS GROUPS WORK
IN CLASS FOCUS GROUP: SLEEP

TAKEAWAY – CONSUMER RESEARCH
Marketers should aim towards combining an idea

with solid research. The mix of “ I think”, coupled
with “I read” and “I was told” encourage confident
development.
Consistent primary and secondary research keeps

one up to date with relevant needs, interests and
values.

HOMEWORK
Watch Ted Talk: Everything You Know About Retail is Wrong. By Kieran
1 Clinton-Tarestad
Reflection Question: How has “perceived scarcity” influenced you in decision

2 making in the past?
“From the time we first
opened our doors in 1970,
Browns has showcased
pioneering designers. We’ve
blended our love of fashion
with incredible in-store
experiences and we’ve
always ensured that we
change and evolve with our
customers”
–Holli Rogers
Born in Texas, USA
Chief Fashion Officer at Browns
LECTURE OUTLINE
1. Discussion: REFLECTION & FASHION NEWS
2. Lecture: CONSUMER NEEDS
3. Video: ROLEX ADS
4. Homework: TED TALK & REFLECTION, PROJECT

LECTURE – CONSUMER NEEDS
Understanding Consumer Motives
- Ensures appropriate needs are met

- Ensures appropriate results are communicated

UTILITARIAN NEEDS
Functional Necessary Practical
*Consumers will emphasize the objective, tangible attributes of

products.
HEDONISTIC NEEDS
Self-Confidence Excitement Fantasy
*An experiential need involving emotional responses or fantasies. Can

satisfy need to escape mundane or routine aspects of life.
UTILITARIAN & HEDONISTIC NEEDS
PRADA
*Consumers may be motivated to purchase a product because it

provides both type of benefits.
EXPENSIVE
B D
B
A B
A
A
B
D
UTILITARIAN HEDONISTIC
C
E
A - BUSINESS SUIT
B – DESIGNER BACKPACK
C – RUNNING SHOES
D – CHAMPAGNE
E – WINE
AFFORDABLE

TYPES OF NEEDS x PRODUCTS
Values
ACHIEVEMENT Accomplishment Clear Feedback Status Evidence of Results
Company of
AFFILIATION Community Associations
Others
UNIQUENESS Rarity Exclusivity Originality Standing Out
POWER Control Mastery Involvement

NEW NEEDS x PRODUCTS
Values
SAFETY
HEALTH
EXPERIENTIAL
ATTENTION / FAME
THINK-PAIR-SHARE
Discuss brands/products that meet affiliation, achievement, uniqueness, power

1 and safety. 5- 8 minutes

VIDEO – ROLEX ADVERTISEMENT
HOMEWORK
Watch Ted Talk: Plus-Size? More Like My Size. By Ashley Graham

1
Reflection Question: The need for self-acceptance is on the rise. What would you
2 like to see become more socially acceptable? How will the generation of body
diversity influence fashion retail?

TAKEAWAY – CONSUMER NEEDS
Understanding whether a consumer’s motivations

are to satisfy utilitarian or hedonistic needs
improve one’s odds of connecting with them.
Products or services can be chosen to satisfy a

range of needs, such as highlighting one’s
accomplishments or feeling part of a community ;
learn what they care most about.

“Chanel gave
women freedom.
Yves Saint
Laurent gave them
power.”
–Pierre Berge
1930-2017, France
Co-Founder of Yves Saint
Laurent
LECTURE OUTLINE
2. Lecture: THE SELVES

LECTURE – THE SELVES
DIFFERENT SELVES
PERFECT
Ideal Actual Virtual

The Ideal Self: is a person’s concept of how he/she

wants to be.
Fit Smart Beautiful

The Actual Self: is a more realistic appraisal of who we are now; what we are and
what we are not.
What Can’t Change Real Spending Power

Multiple Selves: Consumers can have many selves as

they have different social roles. Depending on the
situation, we act differently and use different products
and services.
Today the virtual self has added new dimensions to the

multiple selves.
Q: What fashion and lifestyle trends gained popularity

since the birth of Instagram, tinder and Grindr?

New Lips and Wow

Look at me Travel Everywhere
Smiles
Consumption & The Self
Think: For an actor to play a role convincingly, one needs

the correct props, stage setting and so on.
Consumers learn that different roles are accompanied

by a combination of products and activities. Some
“props” are so important to the roles we play that they
can be viewed as a part of our extended self.

You Are What You Consume
Many product choices are dictated by the consumer’s

perception of a similarity between his/her personality
and the attributes of a product.
Consequently, people often use an individual’s

consumption behaviours to help make a judgement
about who the person is - social identity.

Describe the person who consumes:

TAKEAWAY – THE SELVES
Brands and marketers need to understand who

people are, who they aspire to be and what they
need in order to achieve these roles.
Q: Did Yves Saint Laurent satisfy the actual self or

the ideal self?

Le Smoking by YSL, photo by

Helmut Newton
“When I first
moved to New
York I bought
Vogue instead of
dinner. I just felt it
fed me more.”
–Carrie Bradshaw
Sex And The City
Fictional TV series character
LECTURE OUTLINE
2. Video: MASLOW’S HIERARCHY OF NEEDS
3. Lecture: SOCIAL LEARNING
4. Reading & Discussion : CURRENT AFFAIRS

VIDEO – WHY MASLOW’S HIERARCHY OF NEEDS MATTERS

LECTURE – SOCIAL LEARNING
SOCIAL LEARNING ( observation learning)
When people watch the actions of others “Modelling” the behaviour of others may
1 and note the reinforcements they receive
4 occur voluntarily or involuntarily.
for their behaviours.
Learning occurs as a result of vicarious
2 rather than direct experience.
People store these observations in memory

3 and the subconscious mind, perhaps using
this influence or learning later.
LECTURE – SOCIAL LEARNING
MODELLING BASED ON OBSERVATIONS
*Ex. An individual may choose to buy a certain item such as perfume

based on the compliments ( positive reinforcement) a friend received
for wearing that specific perfume.
TAKEAWAY – SOCIAL LEARNING
Stay informed with what people see and listen to as

they may model the behaviour they observe,
whether they are conscious of it or not.

“You can change
the perception of
a collection with a
soundtrack...it’s
one of the only
cues a designer
can use to let
people know what
they are about.”
–Michel Gaubert
1960, France
Sound Designer
LECTURE OUTLINE
1. Discussion: FASHION NEWS & REFLECTION
2. Video: TED TALKS DESIGN FOR ALL 5 SENSES
3. Lecture: ATMOSPHERICS x EMOTIONS
4. Reading: KINFOLK A SENSE OF SPACES

VIDEO – DESIGN FOR ALL 5 SENSES

LECTURE – ATMOSPHERICS
Conscious Designing of a space to evoke certain

effects (mood, emotions) in buyers.
Moods and Emotions Influence:
- Judgement
- Rating
- Decision to Buy
ATMOSPHERICS x EMOTIONS
Happy Relaxed Cool & Energetic

ATMOSPHERICS x EMOTIONS
Colour Colour and Scent Sound

FUN FACT: A study found that diners who listened to

loud fast music ate more food. In contrast, those who
listened to classical music such as Brahms ate less and
more slowly.
These researchers concluded that diners who choose

soothing music at mealtimes can increase weight loss
by at least 2.3 Kg per month.

READING - A SENSE OF SPACES BY KINFOLK MAGAZINE

TAKEAWAY – ATMOSPHERICS
Determine the emotions you want your customer to

feel. From there make decisions that will be
experienced through the 5 senses; to influence the
mood and judgment.

“People want to
be excited.
Probably they’re
all bored to
death”
–Miuccia (Maria Bianchi) Prada

1949, Milan, Italy
Designer at Prada and Miu Miu
LECTURE OUTLINE
2. Reading: ARTICLE TBC
3. Lecture: A FOCUS ON FOCUS GROUPS
4. Workshop: STUDENT QUESTION SESSION

A Focus On Focus Groups

LECTURE – A Focus On Focus Groups
MODERATING A FOCUS GROUP
Allow the discussion to flow and stay flexible Probe when an opportunity presents itself.
1 to the sequence of questions changing.
4
Anticipate that things may not go as Don’t hesitate to interrupt a participant to

2 planned such a technical hick-ups or a lack
5 move the conversation along.
of participation.
Allow thinking pauses. Document comments, key words, &
3 6 interesting findings.
MODERATOR SKILLS
Welcoming and knows the theme along Knows when to probe and when to pause. Silent
1 with most of the main questions by memory.
4 breaks can encourage participants to reveal or
express themselves in greater detail.
Energetic, engaging and a good listener. Time management.
2 5
Makes sure that all participants have an Detail oriented, ensures a comfortable
3 equal opportunity to share.
6 environment including refreshments when
conducted in person.
MORE ON FOCUS GROUPS
Include written or verbal consent Make sure to bring the focus group to a pleasant
1 agreements.
4 end and thank participants, assistants & anyone
who helped facilitate the discussion.
Inform participants of the purpose of Consider asking participants at the end: “Have
2 research.
5 we forgotten to ask anything?” Or “Does anyone
have any last comments to make?”.
Payment/ Incentives
3
LECTURE – A FOCUS ON FOCUS GROUPS
IN PERSON WITH ADULTS / USE 10-10-2
10 People 10 Questions 2 Hours
*Include refreshments, snacks and any props to encourage comfort. Make sure snacks
and drinks are relevant with trends and consumption preferences. Ex, vegan snacks,
preferred brands, anti-single use plastic attitudes.
IN PERSON WITH YOUTH / USE 8-8-1
8 Kids 8 Questions 1 Hour
*Include refreshments, fun snacks and any props to encourage comfort. Make sure snacks and drinks are
relevant with trends and consumption preferences. Ex, vegan snacks, preferred brands, anti-single use
plastic attitudes. Consider sitting on the floor, create a youthful vibe.
INCENTIVES
Non Monetary Non Monetary

Monetary / Gift Cards
Gifts, Food Support

BENEFITS OF VIDEO CHAT OR PHONE
- Less Intimidating
- Allows for participants from various parts of the world
to be present
- Busy people are more likely to commit

DISADVANTAGES OF VIDEO CHAT OR PHONE
- Can’t observe non-verbal communication such as

signs of excitement or boredom, smiles or frowns
- Weak wifi or technical problems can interrupt the flow
of conversation
- Can’t use refreshments as an incentive

TAKEAWAY – FOCUS ON FOCUS GROUPS
Be strategic about your focus groups and plan with

care. Follow the 10-10-2 approach for adults and
8-8-1 with youth participants. Mindful preparation
and adapting your methodology is essential to
successfully conducting focus groups; whether by
the tone of voice you use or the setting you choose.
Prepare moderators and give goodie incentives.

“You cannot
understand good
design if you do
not understand
people.”
–Dieter Rams
1932, Wiesbaden, Germany
Designer at Braun, Vitsoe
LECTURE OUTLINE
2. Video: TEN PRINCIPLES OF GOOD DESIGN
3. Lecture: THE RIGHT QUESTIONS ROAD MAP; SOURCED BY “FOCUS
GROUPS, A PRACTICAL GUIDE FOR APPLIED RESEARCH”, 5TH EDITION BY
RICHARD A. KRUEGER AND MARY ANNE CASEY.

VIDEO – TEN PRINCIPLES OF GOOD DESIGN - YOUTUBE
The Right Questions Road Map

LECTURE – THE RIGHT QUESTIONS ROAD MAP
GOOD QUESTIONS FOR FOCUS GROUPS
Encourage conversations. NB: focus groups Do not use jargon or insider/technical talk.
1 are social experience.
4
Keep the vibe informal. Clear, simple and short.

2 5
Are open-ended. Easy to say aloud. They don’t only look good
3 6 written.
RIGHT WORDS
JARGON;
Technical terminology of a special activity or group.
Considered obscure and pretentious.
Merriam Webster

When you start a Focus Group inform participants that you

would like to make it a conversation.
Encourage people to add to one’s comments or to state an

opposing view with grace.
If needed, remind the participants to discuss and converse.

ROAD MAP FOR QUESTION SEQUENCE
OPENING
INTRODUCTION
KEY
CLOSING
ENGAGING PARTICIPANTS THROUGH RANKING
First Second Third
*Ex: Rank your favourite way to get to work?

ENGAGING PARTICIPANTS THROUGH CHOOSING AMONGST OPTIONS
Advantages Disadvantages Likes/Dislikes
Participants discuss alternatives, share preferences with explanations, can make suggestions, improvements.
Often used for visual displays, layouts, logos.
ENGAGE PARTICIPANTS THROUGH LISTING.
Example: “What makes a lecture stimulating and fun? Write 5 points on paper.”
Allows participants to reflect. Listing can shine light due to repeated

1 4 comments or any duplication.
No social influence. A feedback session can be held regarding

2 5 what ends up on the flip chart.
Moderator can then list items on flip chart.

3

ADDITIONAL TYPES OF QUESTIONS OR CONVERSATION

STARTERS
Imagination Approach; If you could, how would you...

1
Think Back Questions; “Think back to your best hotel experience...”

2
Give participants an activity or exercise before hand related to the focus group.
3 They will come prepared to discuss.
TAKEAWAY – THE RIGHT QUESTIONS ROAD MAP
Excellent questions are short and simple. They are

easy to understand and easy to remember.
Engage participants with activities such as listing

and encourage conversations.
Focus groups are social, make them engaging, and

delightful.

“I totally, totally
recommend for
anyone selling
anything to go
and meet your
consumer. There
is no way you can
be successful if
you don’t do
that.”
–Diane Von Furstenberg
1946, Brussels, Belgium
Fashion Designer, Former Princess
Photo source; Vanity Fair
LECTURE OUTLINE
2. Lecture: ANALYZING FINDINGS AND REPORTING; SOURCED BY “FOCUS
GROUPS, A PRACTICAL GUIDE FOR APPLIED RESEARCH”, 5TH EDITION BY
RICHARD A. KRUEGER AND MARY ANNE CASEY.

Analyzing Findings and Reporting

LECTURE – ANALYZING FINDINGS AND REPORTING
COLLECTING THE DATA
Memory. Flip charts.

1 4
Notes. Audio or video recording.

2 5
Handouts.
3
Helpful Tip: Before participants leave, summarize

findings to verify accuracy of documentation and your
understanding.
DEBRIEFING TIPS
Spend 15-30 minutes for the debrief Highlight helpful quotes.

1 immediately after participants leave.
4
Highlight the most important things you’ve Discuss participants/group.

2 learned.
5
Point out surprising or unexpected Discuss what to improve for future focus
3 information.
6 group studies.
RIGHT WORDS
DEBRIEF;
To carefully review upon completion.
Merriam Webster

ORGANIZING THE DATA
Transcript or
Abridged(shortened) Notes Memory
Transcript
*Organize data immediately; date, file, label.

Transcript or Abridged Transcript
- Transcript is re-writing everything word for word

- Abridged Transcript is writing relevant and most
useful information gathered

ANALYSIS
Review quotes, statements. What questions created enthusiasm,

1 4 intensity and emotions. Seeing is key.
Highlight what was repeated and what Take a break, go back to findings after a few
2 participants agreed on.
5 days so you are focused on purpose again.
Review specifics and details shared from Make sure analysts were present at the
3 information-rich participants.
6 focus group to assure accuracy.
ORAL REPORTING
Communicate why this study was Choose 5-7 points as it is easier to

1 important.
4 remember.
Highlight most important findings early. Use memorable quotes, audio excerpts.
2 5
Emphasize NEW information. Include what Identify value of findings and how to use.
3 you know NOW, but didn’t before.
6
WRITTEN REPORTING
Cover Page, Executive Summary. Findings.

1 4
Table of Contents. Interpretations.

2 5
Purpose and Procedures. Recommendations or Suggestions.

3 6
CAUTION
Interpreting Body Language /

Avoid Numbers - sample
Consider International
is too small
differences
TAKEAWAY – ANALYZING FINDINGS AND REPORTING
Make sure to capture accurate data and transfer it

to a document to later be analyzed. Avoid reporting
with numbers and subjective interpretations.
Report KEY and REAL findings and provide

recommendations or propose valuable ideas.

“It is impossible
to work in fashion
now if you don’t
try to understand
the new world.”
–Maria Grazia Chiuri

1964, Rome, Italy
Creative Director at Dior,
Previously at Valentino
LECTURE OUTLINE
2. Reading: CONSUMER GOODS / MC KINSEY
3. Workshop: FINAL PROJECT - CITY INFO - 5 MINUTE PRESENTATION

LECTURE – KNOW THE CITY
CONSUMERS IN YOUR CITY & FUN FACTS
Population. Education.
1 4
Languages. Cuisine.
2 5
Industry. National Sports.

3 6
Government. Behaviour During Pandemic.

1 4
Vegan Lifestyle. Marriage Laws.

2 5
Famous People - Iconic and Contemporary. Leisure Activities .

3 6
Transportation. Customs, Manners, Eating Hours.

1 4
Spending Preferences. Weather.

2 5
Main newspapers. Famous Saying such as “Joie de vivre” in

3 6 Montréal.

TAKEAWAY – KNOW THE CITY
To serve a customer we must know the customer.

Learning about the city where you operate will help
you make the right decisions and inform you of
potential needs, new habits, and changes.
Customers will trust companies who understand

their past, their identities, their values and their
ways. As a result, they become more open to
exploring what you offer.
Gain their trust by getting to know them.

“It is essential for

people in business
to understand
cultural
differences .”
–The Financial Times

LECTURE OUTLINE
1. Discussion: FASHION FOR GOOD NEWS
2. Video: TED TALK WITH JULIEN S. BOURELLE “LEARN A NEW CULTURE”
3. Lecture: CULTURAL INFLUENCES ON CONSUMER BEHAVIOUR
4. New Tool: HOFSTEDE’S INSIGHTS
5. Think-Pair-Share: CHRISTMAS - WHAT DOES IT MEAN TO YOU?

VIDEO – LEARN A NEW CULTURE

Cultural Influences and Consumer

Behaviour
LECTURE – CULTURAL INFLUENCES ON CONSUMER BEHAVIOUR
UNDERSTANDING CULTURE
May be thought as a society’s personality. A consumer’s culture determines the overall

1 4 priorities he or she attaches to different
activities and products.
Shared meanings, rituals, norms and Culture is dynamic, it evolves.
2 traditions shared among the group.
5
Culture is the lens through which people

3 view products.
6 Culture must be carefully studied
FACTORS THAT DIFFER ACROSS CULTURES
Values: values are shared beliefs such as family, wisdom, happiness. Different cultures may put
emphasis some values more than others. Ex North Americans may value advertising where self
reliance shines, meanwhile South Korea may value collective goals more.
Norms: Essentially rules dictating what is right or wrong. Customs are norms handed
down from the past such as particular ceremonies. Conventions are norms regarding
conduct in everyday life such as the “correct” way to dress or furnish one’s house. A
More is a custom with a strong moral overtone.
Customs will tell us at what time to eat, conventions tell us how to eat such as etiquette,
utensils and appropriate apparel. Mores inform what we can and cannot eat.
Exercise: Compare Italy vs Buddhist parts of India.

Myths: A story containing symbolic elements that expresses the shared emotions and ideals of
culture. Think magic, fairy tales, superheros and lucky numbers ex. 8 is the luckiest number for
China. The Chinese word for eight is ba, which rhymes with fa, the Chinese character for wealth.
Rituals: A set of symbolic behaviours that occur in a fixed sequence and that tend to be
repeated periodically. Examples, sunday brunch, blowing candles on birthday cakes,
5@7 Thursday Drinks, gift giving, holidays.
Language
Symbols: A symbol refers to an object that represents something else. In countries

such as Canada and the USA, parents traditionally chose pink for their babies clothes to
symbolize that the baby is a girl. ( this has changed for many but an example of symbols).
In China red is associated with joy and fortune.
HOSTEDE’S INSIGHTS
Power Distance. Masculinity

1 4
Uncertainty Avoidance. Indulgence

2 5
Long Term Orientation . Individualism

3 6
THINK-PAIR-SHARE
For some people Christmas has become just another opportunity to exchange
1 gifts and stimulate the economy. Do you agree, why or why not?. 5- 8 minutes

TAKEAWAY – UNDERSTAND CULTURAL DIFFERENCES
Culture plays a significant influence in what

consumers value and will buy. Remember that culture
is dynamic, therefore marketers must study cultural
evolution to better understand their audience.
Use tools such as Hofstede’s insights and other

material available to you when working with a new
culture.

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“Buyers are

2. Lecture: COURSE OUTLINE, COURSE FLOW

3. Think-Pair-Share: STUDENT EXERCISE

4. Homework: WATCH TED TALK AND ANSWER REFLECTION QUESTION

If late, join class anyway. Be prepared to turn on video for in class

Stay open-minded. Avoid having distracting devices near you.

In Class Discussions. Professional Growth.

Lecture & Learning Outcome Communicating Effectively

In Class Activities. Good Learning Environment

Join every class with a positive attitude and open

DAVIDE LETTIERI, RETAIL 28

1. Discussion: FASHION NEWS

2. Discussion: DESIRE AND PROBLEMS

3. Lecture: PROBLEM SOLVING

4. Reading: HBR / TOYS R US

5. Homework: Ted Talk and Reflection

LECTURE – PROBLEM SOLVING

Define Desire and Provide Synonyms

LECTURE – PROBLEM SOLVING

Companies exist to satisfy consumers’ needs and

These needs can be satisfied only to the extent that

LECTURE – What is Consumer Behaviour

WHAT PROBLEMS DO CONSUMERS HAVE?

Money ? Time ? Fit ?

WHAT PROBLEMS DO CONSUMERS HAVE?

Sustainable ? Lifestyle ? Security ?

A consumer purchase may be a response to a

STAGES IN THE CONSUMER DECISION MAKING

LECTURE – PROBLEM SOLVING

HABITUAL DECISION MAKING / SOLVING PROBLEMS

Low Cost Products. Familiar Brand.

Familiar Product Class.

DEMANDING DECISION MAKING / THE EVENTUAL

Expensive Products High Consumer Involvement

Unfamiliar Product Class or New Brand

FASHION PURCHASES AND POTENTIAL RISKS

Monetary Functional Social*

*Social Risk; Self expressive decisions can be seen as having negative

The intensive decision making process is getting more

Many modern consumers argue that their problem is

Hyper choice: A condition where a large number of

LECTURE – PROBLEM SOLVING

WHAT SHOULD I BUY?

Watch Ted Talk: The Paradox of Choice by Barry Schwartz

Consumers are confronted with endless amounts of

DAVIDE LETTIERI, RETAIL 28

1. Discussion: REFLECTION & FASHION NEWS

2. Lecture: CONSUMER RESEARCH

3. Video: FOCUS GROUPS BY TED ED

4. Workshop: FOCUS GROUP ABOUT SLEEP BEHAVIOUR

5. Homework: TED TALK & REFLECTION, PROJECT

LECTURE – CONSUMER RESEARCH

“Market Segmentation is the separation of a group of

LECTURE – CONSUMER RESEARCH

“Market Segmentation is the separation of a group of

LECTURE – CONSUMER RESEARCH

Primary Research: Data that is collected by the

Secondary Research: When the researcher uses data

LECTURE – CONSUMER RESEARCH

Survey. Observational Research.

Focus Groups. Experimental.

Interviews. Click-stream Data Gathering.