Buyer Behaviour & Consumerism
Main Topics of Study:
Introduction to the Study of Consumer Behaviour
- What is consumer behaviour?
- Why we study consumer behaviour
- Why the field of consumer behaviour developed
- The role of consumer behaviour
- The consumer research process
- Developing the research objectives
- Collecting secondary data
- Designing primary research
- Data collection
- Analysis and report preparation
- Who uses market segmentation?
- How marketers use market segmentation
- Bases for market segmentation, including social class, social status, family, company size, product usage and location
- Implementing segmentation strategies
Consumer Needs and Motivation
- Positive and negative motivation
- Dynamic nature of motivation including frustration and arousal of motives
- Types and system of needs
- Motivation research
Personality and Consumer Behaviour
- What is personality?
- Theories of personality
- Personality and understanding consumer diversity
- What is perception?
- The dynamics of perception
- Consumer imagery
Learning and Consumer Involvement
- What is learning?
- Behavioural learning theories
- Cognitive learning theories
- Brand loyalty and brand equity
Nature of Consumer Attitudes
- What are attitudes?
- Structural models of attitudes
- Attitude formation
- Attitude change
Group Dynamics and Consumer Reference Groups
- Types of groups
- Reference groups and their applications
- What is a family?
- Functions of the family
- Family decision making
- The family life cycle
Social Class and Consumer Behaviour
- What is social class?
- Measurement of social class
- Lifestyle profiles of the social class
- The affluent consumer
- The non-affluent consumer
The Influence of Culture on Consumer Behaviour
- What is culture?
- Characteristics of culture
- Measurement of culture
- Core values
- What is sub-culture?
- Sub-cultural aspects of consumer behaviour
Diffusion of Innovations
- The diffusion process
- The adoption process
- A profile of the consumer innovator
Consumer Decision Making
- What is a decision?
- Four views of consumer decision making
- Models of consumer decision making
- Opinion leadership
- The interpersonal flow of communication