Consumer Behaviour Introduction to Module HAUT Transfer Abroad

Consumer Behaviour Introduction to Module HAUT Transfer Abroad Programme

Consumer Behaviour Peter Rumble Email: peter. rumble@outlook. com Wechat… Spring 2018 HAUT Transfer Abroad Programme

Consumer Behaviour Working on Module: • Presentations • Tutorials/Workshops • Supplementary reading • Review sessions HAUT Transfer Abroad Programme

Consumer Behaviour Learning Outcomes • Identifying the Customer • Investigating the Customer • Understanding Customer Behaviour • Predicting and Influencing Customer Behaviour HAUT Transfer Abroad Programme

Consumer Behaviour Who are you? Who am I? Who are we? • Let’s research!! • Influences on our Customer Behaviour? HAUT Transfer Abroad Programme

Consumer Behaviour Artificial Intelligence What is your brain? Black Box Stimulus Inputs Response Outputs HAUT Transfer Abroad Programme

Consumer Behaviour What is Marketing? • Give some definitions in your own words 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Bangor Transfer. Abroad. Programme Henan University of Technology Transfer Abroad Undergraduate

Consumer Behaviour Marketing is • Finding and keeping Customers • Selling goods/products/service that don’t come back to people who do • People = customers 13/03/2021 • Marketing is concerned with identifying, anticipating and satisfying customer needs at a PROFIT Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Bangor Transfer. Abroad. Programme Henan University of Technology Transfer Abroad Undergraduate

Consumer Behaviour Key Concepts • • • Consumer NEED WANTS Customer Goods Products Services 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour The O’s of the Marketplace • • OCCUPANTS : Who buys it? OBJECTS of purchase: What do they need/buy? OCCASIONS of purchase: When do they buy it? OUTLETS of purchase: Where do they buy it? OBJECTIVES of purchase: Why do they buy it? OPERATIONS of purchase: How do they buy it? ORGANISATION: Who is involved in the purchase? 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour Grand Modelling HAUT Transfer Abroad Programme

Consumer Behaviour Major Influences on Customer Behaviours 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning HAUT Transfer Abroad Programme

Consumer Behaviour Motivation • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

SEARCH Consumer Behaviour • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour EVALUATION • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

CHOICE Consumer Behaviour • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour LEARNING • How? • Feedback? 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Why Consumer Behaviour • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Consumer Behaviour Perception • Toyota Chairman asked Why why • Known as Route Cause Analysis. • Example. Early deaths, poor health, ? , 13/03/2021 Henan University of Technology Transfer Abroad Undergraduate Programme HAUT Transfer Henan University of Technology Transfer Abroad Undergraduate Abroad Programme

Workshop 1 Consumer Behaviour In your group; 1. Select a product/service you all buy 2. Describe why / how you go about buying it 3. Use the basic framework to organise your answer HAUT Transfer Abroad Programme