Lec 1 CB Cairo
-
Upload
omarbassiouni -
Category
Documents
-
view
227 -
download
0
description
Transcript of Lec 1 CB Cairo
Consumer Behavior
Prof. Dr Ehab M. ABOU AISH
Prof. of Marketing
Agenda
• Opening introduction
• Know:
- Consumer behavior and marketing concept
- Applications of CB
- The consumers’ rights
• Understand
- The process of how CB help in building marketing
strategy
- The nature and mechanism of CB
- Research Trends in CB
- The consumers rights
Dr ABOU AISH 2
Dr ABOU AISH 3
The Course Objectives
• Gain in-depth knowledge and understanding of
consumers, their behavior and how to affect it
Dr ABOU AISH 4
The Course Implementation Plan
The Text and Extra Materials
• See the course outline
Dr ABOU AISH 5
The Term-Project
As a team
• You will develop a comprehensive research paper about different consumer-behavior related issues.
• You will receive detailed guidelines for your project phases, deadlines, contents and deliverables during your tutorials.
Dr ABOU AISH 6
The Mid-term and Final Exams
• Mid-term will be computerized closed book exam
• Final exam will be computerized closed book exam
(or A case and open book exam, will be decided
later)
Dr ABOU AISH 7
Consumer Behavior Definition
• Is the study of individuals, groups or
organizations and the process they use to select,
secure, use and dispose of products, services,
experiences or ideas to satisfy the needs and the
impacts that these process have on the consumer
and the society
Dr ABOU AISH 8
Applications of CB
• Marketing Strategy (Companies)
• Regulatory Policies (Government)
• Social Marketing (NGO)
• Informed Individuals (Customers)
Dr ABOU AISH 9
Marketing Concepts
• Needs: a state of felt deprivation
• Wants: the form taken by a human need as shaped
by culture and individual personality (transformed
into desires to acquire products and services)
• Exchange: give something up in return of another
value
• Costs& Benefits: negative and positive results of
consumption
• Value: a personal assessment of the net worth
obtained from an activity “Relationship between
the benefits derived from the total product and the
costs of acquiring those products”
Dr ABOU AISH 10
Consumer Behavior and Marketing
Strategy
• To survive in a competitive environment the org.
must provide target customers with more Value
than its competitors in order to be in a Resources-
Advantage position
• Competition is the key for Consumer-Orientation
(Decision making in the organization priories
consumers satisfaction over other concerns) which
is a key component of Market-Oriented Culture
(organization culture focus on the importance of
creating value for customers among all employees)
Value
• Utilitarian value: The value derived from a
product that helps the customer with some tasks
• Hedonic value: The value derived from the
immediate gratification that comes from some
activity
Dr ABOU AISH 11
Low UV High UV
LOW HV Negative Position OK Position
High HV OK Position Super Position
Dr ABOU AISH 12
How CB help in building marketing strategy
Consumer Decision Process
Marketing Strategy (4/7P’s)
Market Segmentation STP (Needs-set or Total-Value Concept)
Market Analysis (Company, Competitors,
Conditions and Consumers “Perceptual Maps”)
Outcomes (Individual, Firm and Society)
Dr ABOU AISH 13
The Nature of Consumer Behavior Consumer Value Framework (CVF)
External Influences
-Culture -Subculture -Families -Groups Self-
concept and Life
style (Quality and Switching ..)
Decision Process
(Situation)
- Problem recognition - Information Search - Pre-purchase evaluation - outlet selection and purchase - Post-purchase process
Internal Influences
-Personality -Learning -Emotions -Attitude
The Consumers’ Rights
• The six basic consumers’ rights are:
- The right to be safe
- The right to choose freely
- The right to be heard
- The right to be informed
- The right to education
- The right to service
Dr ABOU AISH 14
Trends in Consumer Research
• Consumer Social Responsibility
(CnSR) ([1]responsible living [counterfeits –
software piracy] [2] Sustainable Consumption)
• Transformative Consumer Research
(TCR) ([1]vulnerable populations (e.g., the poor,
illiterate, elderly, etc.), [2] negative consumer
behaviors (e.g., smoking, poor nutritional habits,
high-risk behaviors, etc.), [3] and positive
consumer behaviors (e.g., environmentally
responsible behavior, volunteer work, organ
donation, etc.)
Dr ABOU AISH 15