Consumer Behaviour

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Consumer Behaviour

• Class 1 Introduction
• Dr. John Nadeau
• September 14, 2011

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Some Questions

• What is your main area of study?
• Why have you enrolled in this course?
• What does consumer behaviour mean to you?

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Course Outline
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Introduction to Consumer Behaviour

• What is it?
• Consumer impact on marketing strategy
• Marketings impact on consumers
• Marketing - The Dark Arts
• Consumer behaviour as a field of study

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What is Consumer Behaviour

• Defined
• The study of the processes involved when
  individuals or groups select, purchase, use, or
  dispose of products, services, ideas, or
  experiences to satisfy needs and desires (p.6)
• Consumer behaviour versus buyer behaviour?

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Consumers Impact on Marketing

• Segmentation e.g. Demographics
• Age
• Gender
• Family structure
• Social class and income
• Ethnicity
• Geography
• Lifestyles

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Marketings Impact on Consumers

• Culture
• Meaning of consumption
• Global consumer
• Reality
• Public Policy

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Marketers and Manipulation

• Do marketers create artificial needs?
• Are advertising and marketing necessary?
• Do marketers promise miracles?

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The Dark Arts

• Addictive consumption
• Compulsive consumption
• Illegal activities

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Field of Study

• Interdisciplinary
• Issue of strategic focus
• Tension between the two perspectives
• Positivism (modernism)
• Interpretivism (postmodern)

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Next Class

• Perception
• Read Chapter 2
• Memory and Learning
• Read Chapter 3
• Submit list of your group members and select a
  topic for the research project