Transcript Consumer Behaviour

NEW SOUTH WALES
TECHNICAL AND FURTHER EDUCATION
COMMISSION
17136C
Understanding Buyers
SYLLABUS
05-Sep-2007
MODULE DETAILS
• Module Name: Understanding buyers
• NSW Module No : 17136C
• Field of Education Code: 080505
Marketing
• RELATIONSHIP TO COMPETENCY
STANDARDS: the Business Services Training
Package (BSB01)
• Unit Code: BSBMKG402A
• Name of unit: Analyse consumer behaviour
for specific markets
• Nominal Student Hours: 30 hours
MODULE PURPOSE/OUTCOME
The purpose of this module is to enable learners to develop the knowledge and
skills required to analyse influences on buyer behaviour in consumer and
business markets and develop effective marketing strategies to satisfy
consumer wants and needs.
On successful completion of this module the learner will be able to:
1. Explain the nature of buyer behaviour and its relevance for the development
of effective marketing strategies for specific markets.
2. Apply knowledge of consumer decision-making processes to the
development of marketing strategies.
3. Apply knowledge of organisational buying decision-making processes to the
development of marketing strategies.
4. Relate the individual influences of, motivation, perceptions, and
personality to understanding consumer behaviour and marketing strategy
development.
5. Relate the concepts of learning and memory, and attitudes to marketing
strategy development.
6. Analyse the external environmental influences on consumer behaviour and
apply this analysis to marketing strategy development.
LEARNING OUTCOME DETAILS
Learning Outcome 1
Explain the nature of buyer behaviour and its
relevance for the development of effective
marketing strategies for specific markets.
Assessment Criteria:
1.1 Define buyer behaviour.
1.2 Explain the marketing applications of
buyer behaviour for consumers and
business markets.
LEARNING OUTCOME DETAILS
Learning Outcome 2
Apply knowledge of consumer decision-making processes to
the development of marketing strategies.
Assessment Criteria:
2.1 Describe the process of consumer decision-making and
its implication for marketing strategy development.
2.2 Describe perceived risk and outline marketing
strategies used to reduce consumers perceived risk.
2.3 Describe the nature of consumers' post-purchase
evaluation process and determine its impact on future
purchase decisions.
2.4 Discuss the impact of new technologies on consumer
buyer behaviour
LEARNING OUTCOME DETAILS
Learning Outcome 3
Apply knowledge of organisational buying decision-making
processes to the development of marketing strategies
Assessment Criteria:
3.1 Describe the different types of organisational buying
situations
3.2 Describe the process of organisational buyer behaviour
decision-making and its implication for marketing strategy.
3.3 Identify variables influencing the organisational
buyers‘ behaviour.
3.4 Describe the nature of the organisational buyers' postpurchase evaluation process and determine its impact on
future purchase decisions.
3.5 Discuss the impact of new technologies on organisational
buying behaviour.
LEARNING OUTCOME DETAILS
Learning Outcome 4
Relate the individual influences of, motivation, perceptions, and personality to
understanding consumer behaviour and marketing strategy development.
Assessment Criteria:
4.1 Describe the nature of motivation and its implication for consumer
behaviour.
4.2 Differentiate between emotional and rational buying motives.
4.3 Define and describe the nature of perception and explain its relevance
in understanding consumer behaviour and developing marketing strategies.
4.4 Outline the processes of selective perception and perceptual
organisation and explain their relevance to understanding consumer
behaviour.
4.5 Describe the concepts of personality and relate it to marketing decisionmaking.
4.6 Explain the major applications of self-concept to buyer behaviour and
marketing.
4.7 Develop an appropriate marketing appeal to a specific audience, based
on the factors above and in line with marketing plan requirements.
LEARNING OUTCOME DETAILS
Learning Outcome 5
Relate the concepts of learning and memory, and attitudes to
marketing strategy development.
Assessment criteria:
5.1 Describe the processes of learning and memory and its
implications for marketing
5.2 Explain how consumers store, retain and retrieve
information and the implications for communicating with
consumer.
5.3 Explain the nature, functions and development of
consumer attitudes and how these affect consumer buying
behaviour.
5.4 Develop strategies for changing buyer attitudes and
intentions.
LEARNING OUTCOME DETAILS
Learning Outcome 6
Analyse the external environmental influences on consumer behaviour
and apply this analysis to marketing strategy development.
Assessment Criteria:
6.1 Discuss the impact of groups on consumer buying processes.
6.2 Describe the influence of the family on the consumption
behaviour of Family members.
6.3 Explain different buyer needs as determined by life-cycle
changes.
6.4 Discuss the impact of cultural beliefs, values and customs in
affecting consumer behaviour.
6.5 Explain how social-class influences consumer behaviour.
6.6 Explain how lifestyle influences consumer behaviour
6.7 Identify the implications of group membership, family, culture,
lifestyle and social class for marketing strategy development.
Module Assessment
Grade Code
• Student Records requires a Class Mark. The Class Mark
is locally set and locally marked.Results are reported as
DISTINCTION, CREDIT, PASS, FAIL.
GRADE
CLASS MARK (%)
DISTINCTION
CREDIT
PASS
>= 83
>= 70
>= 50
All other cases FAIL
(>= means a mark of "more than or equal to")
Module Assessment
Assessment Events
• In addition to an overall pass in the module, students
must pass each assessment event where there is a
"yes" in the "must pass" column.
Event
Number
Name
Outcomes/Timing
Weighting
Must
Pass
1
Assignment/Case Study
ALL
60%
Yes
2
Test
ALL
40%
Yes
• For information about assessment in TAFE please see
"Every Student's Guide to Assessment in TAFE NSW"
which is available on the TAFE internet site at:
http://www.tafensw.edu.au/courses/about/assessment_g
uide.htm
Assessment Division for
17136C Understanding Buyers
Assignment 1
In-class Response
15%
Assignment 2
Case Study Team answers
15%
Assignment 3
Case Study
individual answers
15%
Assignment 4
Team answers to homework questions and presentation
15%
Final exam
40%
Assessment Events' Comments
Event 1: In-class Response
• Event 1 may be done on an individual basis.
• The learner will be required to be present in
class and response in nominated order
according to their activeness in putting up their
hands. The learner will be assessed in 3 ways:
• 1. Presence in class (according to roll-calling);
• 2. Correct answer with loud and clear voice;
• 3. Proper English with correct pronunciation and
intonation. (25 times is the best for both 2 & 3).
Assessment Events' Comments
Event 2 & 3: Assignment/Case Study
• The following description is provided as guidance, and
may be adapted to meet specific requirements and
circumstances.
• It is suggested that learners use the same product or
service that formed the subject for the assignments in
other modules where ever possible. Event 2 & 3 may be
done on an individual or group basis.
• This assessment consists of an assessment or case
study. The assignment/case study should relate to the
study of buyer behaviour within a specific international
market and the implications of this in devising marketing
strategies.
Assessment Events' Comments
Event 4: Team answers to homework questions and presentation
• Event 4 may be done on both group and an individual basis.
• The group should hand in the electronic paper of answers to
homework questions. An individual student is required to give a
3-5 minute speech on a homework question. The student will
be assessed in 5 dimensions (with the marks of A, B, C, D, F):
• 1. Content: Enlarge audience’s visual field, knowledgeable,
richness, clearness;
• 2. Effect: Creative, humour, interesting, effective;
• 3. Proper English: fluent, loud, correct pronunciation, proper
intonation;
• 4. Speech skills: facial expression, body language (gesture or
eye-contact), clear explanation, speak loudly without reading;
• 5. Communication skills: creative skills, proper answer, asking
question, with PPT or writing on the blackboard.
Assessment Events' Comments
Event 5: Test
• This assessment will take the form of a
final test utilising short answer and case
studies to test the understanding of the
learner and their ability to apply buyer
behaviour principles and concepts to a
variety of marketing situations.
The test is locally set and marked.
Revision Questions
For 17136C Final Exam
The final exam will be two hours long and will consist of 20 short
answer questions. These questions will be chosen from the
following revision questions. There will be at least one question
from each chapter.
• Chapter 1
P28 Review questions 1,2,10
• Chapter 2
P53 Review questions 3,4,7
• Chapter 3
P86 Review questions 2, 5,11
• Chapter 4
P116 Review Questions 1,3,7
• Chapter 5
P157 Review Questions 3,5,10,12
• Chapter 6
P184 Review questions 2,3,12
• Chapter 7
P216 Review questions 1,7,9
• Chapter 8
P244 Review questions 1, 4, 10
• Chapter 9
P272 Review questions 1,3,8
• Chapter 10 P308 Review Questions 4,5,6 (substitute China for
Australia)
• Chapter 11 P346 Review Questions 2,5,10
• Chapter 12 P374 Review Questions 1,2,4
DETERMINING GRADES
Class assignments grades have the following
features:
• "A" A very high quality answer, excellent
expression and layout, carefully proofread and
grammatically correct. A clear and coherent
framework that addresses the issues fully. It is
comprehensively researched from a range of
sources and argues a strong and well-supported
case. The writer shows originality in thinking and
reaches a well-drawn conclusion based on
personal interpretation. It is fully referenced
including a bibliography.
DETERMINING GRADES
• "B" An above average answer that is clearly
written and has few errors in expression layout
and grammar. It shows good research and uses
the references to support most conclusions. The
logic is good but can be incomplete or
unconvincing in parts. Some interpretation and
analysis but not developed to a high standard.
• "C" A competent answer. The expression is
satisfactory with acceptable style and few
mistakes in expression layout and grammar. The
framework is logical and research is mainly from
the set text or reading. There is little original
analysis or insight. It is a satisfactory paper only.
DETERMINING GRADES
• "Fail" An unsatisfactory assignment that is poorly
written and presented. The framework is weak or
non-existent and the content shows little
understanding of the material from the text or
other standard sources. It is not referenced and
there is no bibliography. The arguments are
weak or illogical and not backed up with analysis
of the material. The resulting assignment
therefore lacks focus.
• NOTE: * An assignment will also receive a fail
grade if it is a satisfactory answer to the wrong
question. * A "plus" beside the grade indicates
an assignment in the top half of the range for
that grade.
CONTENT
1. Introduction to consumer behaviour and its marketing
implications
2. Consumer decision-making processes
- Problem recognition
- Searching and evaluating information
- Perceived Risk
- Need recognition
- Searching and evaluating information
- Post-purchase evaluation
- Diffusion of innovation
3. Organisational buyer behaviour
- Buying roles in an organisation
- Buying situations
- Buying centres
CONTENT
4.
5.
6.
Individual influences on buyer behaviour and its marketing
applications.
- Motivation
- Perception
- Personality
- Learning and memory
- Attitudes and attitude change
External / environmental influences on buyer behaviour and
marketing applications
- Groups and group behaviour
- Family
- Life-cycles
- Culture
- Social class
- Lifestyle
Development of marketing strategies based on buyer behaviour
- Target market selection
- Positioning
- Marketing Mix
- Budget
- Legal implications
- Ethical considerations
Module teaching program
Session
Topic
Text
Reference
Teaching
Time
1
Introduction to consumer behaviour
Chapter 1
2 hours
2
Market segmentation/The marketing
environment
Chapter 2
2 hours
3
The decision making process
Chapter 3
Chapter 4
2 hours
4
Consumer decision making
Chapter 3
2 hours
5
Organisational buying behaviour
Chapter 4
2 hours
6
Perception and information
processing
Chapter 5
2 hours
7
Learning and memory
Chapter 6
2 hours
8
Personality
Chapter 7
2 hours
9
Motivation and Emotion
Chapter 8
2 hours
Module teaching program
Session
Topic
Text
Reference
Teaching
Time
10
Attitudes
Chapter 9
2 hours
11
Lifestyles, values and culture
Chapter 10
2 hours
12
Groups, families and households
Chapter 11
2 hours
13
Review sessions 6 to12
Various
2 hours
14
Cross cultural Influences
Case study
2 hours
15
Situational influences
Chapter 12
2 hours
16
Ethical and legal issues
Chapter 13
2 hours
17
Buyer behaviour and marketing
Case study
2 hours
18
Review
Various
2 hours
Session 1 - Introduction to consumer
behaviour
•
•
•
•
1.
2.
3.
4.
5.
6.
7.
Learning Outcome: Explain the nature of buyer behaviour
and its relevance for the development of effective marketing
strategies for specific markets.
Assessment Criteria: 1.1 Define buyer behaviour.
References: Chapter 1 - Karen Webb, Consumer
Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4
(Recommended Text)
Content:
What is consumer behaviour?
Why study consumer behaviour?
What is marketing?
Organisational buying behaviour
Market segmentation
Technology and consumer behaviour
Develop a model of consumer behaviour
Session 2 – Market segmentation/The
marketing environment
•
•
•
•
1.
2.
3.
4.
5.
6.
Learning Outcome: Apply knowledge of consumer
decision-making processes to the development of marketing
strategies.
Assessment Criteria: 1.2 Explain the marketing applications
of buyer behaviour for consumer and business markets.
References: Chapter 2 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended
Text)
Content:
The marketing environment
Segmentation
Aggregation
Effective segmentation
Segmenting markets
Segmentation and buyer behaviour
Session 3 – The decision making process
•
Learning Outcome: Apply knowledge of consumer decisionmaking processes to the development of marketing strategies.
• Assessment Criteria:
1.2 Explain the marketing applications of buyer behaviour for
consumers and business markets.
2.1 Describe the process of consumer decision making and its
implication for marketing strategy development.
3.1 Describe the different types of organisational buying situations
• References: Chapter 3 and 4 - Karen Webb, Consumer
Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4
(Recommended Text)
• Content:
1. What is a decision?
2. The decision making process
3. The consumer market
4. The business market
5. Differences between the consumer and business market
Session 4 - Consumer decision making
•
Learning Outcome: Apply knowledge of consumer decision-making
processes to the development of marketing strategies.
•
Assessment Criteria:
2.1 Describe the process of consumer decision-making and its implications for
marketing strategy development.
2.2 Describe perceived risk and outline marketing strategies used to reduce
consumers’ perceived risk.
2.3 Describe the nature of consumers' post-purchase evaluation process and
determine its impact on future purchase decisions.
2.4 Discuss the impact of new technologies on consumer buyer behaviour
•
References: Chapter 3 - Karen Webb, Consumer Behaviour, 2005,
McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. Decisions in the consumer market
2. Needs
3. Consumption
4. Consumption trends
5. Customer relationship marketing
6. Loyalty
7. Buyer behaviour and the internet
Session 5 - Organisational buying behaviour
•
Learning Outcome: Apply knowledge of organisational buying decision-making
processes to the development of marketing strategies
•
Assessment Criteria:
3.1 Describe the different types of organisational buying situations
3.2 Describe the process of organisational buyer behaviour decision-making and its
implication for marketing strategy.
3.3 Identify variables influencing the organisational buyers' behaviour.
3.4 Describe the nature of the organisational buyers' post-purchase evaluation process
and determine its impact on future purchase decisions.
3.5 Discuss the impact of new technologies on organisational buying behaviour.
•
References: Chapter 4 - Karen Webb, Consumer Behaviour, 2005, McGraw Hill,
ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1.
Business markets defined
2.
The nature of business markets
3.
Purchasing decisions in business markets
4.
Business buying situations
5.
Market demand
6.
Buying motives
7.
Buying influences
8.
Relationship marketing in business markets
9.
Technology/the internet
Session 6 - Perception and information
processing
•
Learning Outcome: Relate the individual influences of, motivation,
perception, and personality to understanding consumer behaviour and
marketing strategy development.
•
Assessment Criteria:
4.3 Define and describe the nature of perception and explain its relevance in
understanding consumer behaviour and developing marketing strategies.
4.4 Outline the processes of selective perception and perceptual organisation
and explain their relevance to understanding consumer behaviour.
•
References: Chapter 5 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. Perception defined
2. The nature of a perception
3. How information is processed
4. Information and consumer behaviour
5. Communication processes
6. Gestalt theory
7. Perceived value
8. Perceived risk
9. Positioning
10. Brands
11. Brand equity
12. Branding
13. The means end chain theory
Session 7 - Learning and memory
•
Learning Outcome: Relate the concepts of learning and memory, and
attitudes to marketing strategy 4.3 Define and describe the nature of
perception and explain its relevance in understanding consumer
behaviour and developing marketing strategies.
•
Assessment Criteria:
5.1 Describe the processes of learning and memory and its implications for
marketing
5.2 Explain how consumers store, retain and retrieve information and the
implications for communicating with consumers
•
References: Chapter 6 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. The nature of learning
2. Learning defined
3. How the brain functions
4. Learning theories
5. Memory
6. Memory and communication
Session 8 - Personality
•
Learning Outcome: Relate the individual influences of, motivation,
perception, and personality to understanding consumer behaviour and
marketing strategy development.
•
Assessment Criteria:
4.5 Describe the concepts of personality and relate it to marketing decisionmaking
4.6 Explain the major applications of self-concept to buyer behaviour and
marketing.
•
References: Chapter 7 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. Personality defined
2. How personality influences consumer behaviour
3. Personality theories
4. Trait theories
5. The concept of self
6. Brand personality
7. The application of personality theories in marketing
Session 9 - Motivation and Emotion
•
Learning Outcome: Relate the individual influences of, motivation,
perception, and personality to understanding consumer behaviour and
marketing strategy development.
•
Assessment Criteria:
4.1 Describe the nature of motivation and its implications for consumer
behaviour
4.2 Differentiate between emotional and rational buying motives
•
References: Chapter 8 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. Motivation defined
2. The nature of motivation
3. Motivation theories
4. Motivation roles
5. Motivation and organisational buying
6. Fear
7. Motivational conflict
8. Social marketing and motivation
9. Motivational research
10. Emotion
11. Emotion and marketing
Session 10 - Attitudes
•
•
5.3
5.4
•
•
1.
2.
3.
4.
5.
6.
7.
8.
9.
Learning Outcome: Relate the concepts of learning and memory and
attitudes to marketing strategy development.
Assessment Criteria:
Explain the nature, functions and development of consumer attitudes and
how these affect consumer buying behaviour
Develop strategies for changing buyer attitudes and intentions
References: Chapter 9 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
Content:
The nature of attitudes
Consumer attitude trends
The formation of attitudes
Conditioning
Attitude models
Functions of attitudes
The measurement of attitudes
Changing attitudes
Influencing attitudes formation and change
Session 11 - Lifestyles, values and culture
•
•
6.4
6.5
•
•
1.
2.
3.
4.
5.
6.
7.
8.
9.
Learning Outcome: Analyse the external environmental influences on
consumer behaviour and apply this analysis to marketing strategy
development
Assessment Criteria:
Discuss the impact of cultural beliefs, values and customs in affecting
consumer behaviour
Explain how lifestyle influences consumer behaviour
References: Chapter 10 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
Content:
Lifestyles
Culture
Values
Changing lifestyles
Lifestyle segmentation
Patriotism
Culture
Social class
Social stratification
Session 12 - Groups, families and households
•
Learning Outcome: Analyse the external environmental influences on
consumer behaviour and apply this analysis to marketing strategy
development.
•
Assessment Criteria:
6.1 Discuss the impact of groups on consumer buying processes
6.2 Describe the influence of the family on the consumption behaviour of
family members
•
References: Chapter 11 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. Families
2. Households
3. The family lifecycle
4. Family purchasing decision roles
5. Changing family structures
6. Social influences on consumer behaviour
7. The nature of groups
8. Teenagers and the youth market
Session 13 - Review sessions 6 to12
•
Learning Outcome: All
•
Assessment Criteria:
All
4.7 Develop and appropriate marketing appeal to a specific
audience, based on the factors above and in line with
marketing plan requirements
•
References: Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4
(Recommended Text)
•
Content:
1. Objective to review ideas and concepts discussed over
weeks 6 – 12.
•
Session Outline:
Options include discussion of case history (taken from textbook),
class debate, small groups working on a situation previously
distributed (see notes later in document)
Session 14 - Cross cultural Influences
•
Learning Outcome: Analyse the external environmental
influences on consumer behaviour and apply this analysis to
marketing strategy development
• Assessment Criteria:
6.6 Identify the implications of group membership, family,
culture, lifestyle and social class for marketing strategy
development
• References: Chapter 10 and 12 - Karen Webb,
Consumer Behaviour, 2005, McGraw Hill, ISBN 0 07
471343 4 (Recommended Text)
• Content:
1. Develop theme of cross cultural influence
2. Relevant cultures – local, national and international
3. Culture and marketing
4. The impact of culture on marketing
Session 15 - Situational influences
•
Learning Outcome: Analyse the external environmental
influences on consumer behaviour and apply this analysis to
marketing strategy development
•
Assessment Criteria:
6.3 Explain different buyer needs as determined by life cycle changes
6.5 Explain how lifestyle influences consumer behaviour
•
References: Chapter 12 - Karen Webb, Consumer
Behaviour, 2005, McGraw Hill, ISBN 0 07 471343 4
(Recommended Text)
•
Content:
1. What is a situational influence?
2. The nature of situational influence
3. Types of situations
4. Behaviour and situation
5. Online buying situations
6. The impact of situational influence on marketing
Session 16 - Ethical and legal issues
•
Learning Outcome: Analyse the external environmental influences on
consumer behaviour and apply this analysis to marketing strategy
development
•
Assessment Criteria:
6.4 Discuss the impact of cultural beliefs, values and customs in affecting
consumer behaviour
•
References: Chapter 13 - Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4 (Recommended Text)
•
Content:
1. National legislation
2. Regulation
3. Privacy
4. Codes of conduct
5. Marketing research and buyer behaviour
6. Ethical and moral issues
7. International marketing
Session 17 - Buyer behaviour and marketing
•
•
4.7
•
•
1.
2.
3.
4.
5.
6.
Learning Outcome: Analyse the external environmental influences on
consumer behaviour and apply this analysis to marketing strategy
development
Assessment Criteria:
Develop and appropriate marketing appeal to a specific audience, based on
the factors above and in line with marketing plan requirements
References: Karen Webb, Consumer Behaviour, 2005, McGraw
Hill, ISBN 0 07 471343 4 (Recommended Text)
Content:
Appropriate case history
Examine the audiences behaviour
Influences upon the audience
Application in the marketing concept
Accommodating buyer behaviour in the marketing plan
Buyer behaviour and the promotional mix
Session 18 - Review
•
•
•
Learning Outcome: All
Assessment Criteria: All
References: Karen Webb, Consumer Behaviour,
2005, McGraw Hill, ISBN 0 07 471343 4
(Recommended Text)
•
Content:
1. Objective to review ideas and concepts discussed over
weeks 6 – 12.
•
Session Outline:
Options include discussion of case history (taken from textbook),
class debate, small groups working on a situation previously
distributed (see notes later in document).
THE END
THANK YOU