Posted: February 26th, 2022

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SPEAKER copyright in these lectures is either owned by the and you are a third party who was licenced the an Yue to use its students may use the recording for personal study only. No lecture, maybe communicated online, copied or shared without the prior permission off the menu. Everyone and welcome to the first topic of the first week off consumer behaviour for this semester essay on this topic. It is an introduction to consumer behaviour, and here I’m going to be talking about why we study consumers and consumption and in particular as it relates to thie wider marketing discipline, which is a career that is responsible for the delivering of value to customers and is also the basically the only function within an organisation responsible for the generation of revenue. So it’s pretty important for a company to make money. So in this, I’m going to focus on the fact that the number one rule ofthe marketing is to know your audience and know your customer different areas. What might talk that audience, particularly about communications. However, other more business oriented ones tend to refer to the customer, so this subject is all about knowing who the customer are how they are currently behaving and how they’re likely to respond to our marketing efforts. So so in terms ofthe talking about the marketing discipline. So there was a Australian government programme a few years ago that looked at thie. Would you call it the majors that students were graduating from universities with to make sure that what graduates were coming out of universities skills they had matched up with the expectations off? Cos So this is what we have here for when they did a review off the marketing profession. So they said, the marketing graduates should be socially responsible, be ableto analyse information, data and so forth. They should have some key knowledge areas. There should be able to judge data and against their knowledge to make informed decisions. And they should be able to communicate it effectively both as themselves within organisations, but also with customers, their audience and other stakeholder groups. So these other things that if you are doing the marketing major or marketing minor that your prospective employers are looking for you to have as a marking graduate. So how does consumer behaviour fit within these five areas ofthe functions of marketing so the first area that consumer behaviour relates to is, I’ve also link this to the learning outcomes for the course, so we can all see the overlaps of how these things fit together. So in terms of the knowledge area of marketing, consumer behaviour is very much focused on key knowledge areas. So the knowledge of marketing that contain behaviour provides eyes thes. I don’t be able to identify the major influences ofthe consumer behaviour and also being our distinguished between different consumer behaviour, influences and their relationships to each other. We’ll get into this in more detail, but essentially this course has broken into three key knowledge areas. The first that we will cover in the next few weeks is thie internal influences off consumers focusing on things like psychology and the learning capabilities off consumers that influenced their behaviours. The second key knowledge area that we focus on throughout the semester is social influences to this idea ofthe how your social networks, your family and your culture influences your consumption behaviour. And then finally we look at decision making. So when we actually go to make a decision, how do these other two areas influence the decisions that we make in terms of whether I buy brand A or brand B. So as a marketer, I am actually need to know all of these key areas in order to be able Teo communicate effectively to, say someone who has an extroverted personality who comes from a collectivist culture who, when making a purchase decision, emphasises price over aesthetics in their decision making. So all of these are important for marketers to know the other area of the market professor profession that learning outcomes associated with is the third learning outcome that we have, which is establish the relevance of consumer behaviour, theories and concepts to marketing decisions to that fits in with your marketing capability off being ableto analyse situations in certain situations and for certain types of customers, certain theories and concepts are going to be more relevant. So therefore being ableto analyse what, where and when concept should be applied. So I think whatever s o learning outcomes, foreign six, we’re not exactly in order here. Applied Teo our communication marketing outcome ofthe judgement where being able to pick the right theory or the right type of influence to exert on a customer at the right time and also being able to effectively communicate that two customers and to others that are involved in the process of communication is part ofthe this course as well. And finally, we need to look at final learning outcome, which relates to the social responsibility task of marketing, which is to recognise social and ethical implications of marking actions on consumer behaviour. So here we need to understand the difference between influencing consumers and manipulating consumers. What is the difference between providing sort of jazzed up information to make our product look better? And what is the difference between that and fake news? So these are the areas in which are learning outcomes for consumer behaviour overlap with the task that a marketer is required to do for a za profession or a CZ part of the working life. So in terms ofthe in broader strategic terms, consume behaviours role in marketing strategy is the first one is to know your customer. I know I’ve said this. I’m going to repeat it so as it relates Teo more functionality air functional areas. Knowing your customer includes being able to conduct marketing research, which includes what questions do we need to ask, what concepts do we need find out more about, or what relationships do we need to test between concepts? For example, later and semester we’re going to look at the relationship between a customer’s attitude and their purchase behaviour. So that is something that marketing research can find out. What are our customers? Attitudes. And what amount of effects does this have on whether they’re going to purchase my product or not? And the other section of that, in terms of knowing our customers, is customer analytics so howto interpret customer data. When people say I like grilled cheese, what does that mean? I know that seems like a really silly question, but in terms of what particular types of cheese, how grilled is it? What kind of bread? What kind of combinations is the fact that they eat it out? Or is it something that they make it home? This idea that what simple statements can actually hide quite a lot of complexity when it comes to Teo consumers preferences in their behaviours, and the second area in strategic development that consumer behaviour is very influential in is the key function of marketing, which is to segment target in position the company’s product and service offerings. So Christian behaviour helps us identify the relevant segmentation variables. So personality, attitude, culture are all types of segmentation, variables that might be used in breaking up customers into hetero genius groups. And then we need to look at when we’re targeting. How do we communicate to particular target segments? So if I’ve decided to target extroverted personality types, how do I communicate to extroverts so that the extroverts pay attention to what I’m saying and are influenced or persuaded to change? Adjust their behaviours accordingly and finally wait. Look at how understanding how the target seven is likely to receive a respond to marketing efforts. So this idea, if I put lots of pictures and funny music in my advertisement, is that likely to positively or negatively influence consumers attitudes towards my offering or their behaviours or their intentions to purchase my offering. So that concludes Topic one of weak one. It’s the introduction Teo consume behaviour. So these are the areas that will be focusing on. You also see that our first discussion forum is topic is up next, and I also suggest for those paying attention that if you’re a bit confused about what is involved in a consumer profile report that you view the song case study video and look at what they did when they created Carrie as there profile off their potential target segment. So thank you for listening, and I hope you enjoy the rest of the semeste

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