Consumer Behaviour消费者行为__精品.doc

Consumer Behaviour Introduction and Overview Blend of Economics, Marketing, Psychology, Sociology, Anthropology and other behavioural disciplines. Need to study? ‘You cannot take the consumer for granted any more.’ Consumer Behaviour – Those activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow these actions. Peter Drucker 1954 – there is one valid purpose of doing business – ‘to create a customer.’ Perspectives Consumer influence – Logical Positivism Understand and predict Consumer Behaviour Cause and effect – relationships that govern persuasion/education Post Modern – to understand consumption behaviour without any intent of influencing it. Peters and Austin – ‘A Passion for Excellence’ Take exceptional care of your customers via superior service and superior quality. Constantly innovate and improve. Cultural Relevance Basic consumer needs and decision processes are universal. To understand prospective customers and meet their needs with culturally relevant alternatives. Eg. ‘thumbs up’ - bad sign for Poles and Russians ‘belching’ – sign of appreciation in the Middle east. Why is this so important? Ist study – Out of 11000 new products launched by 77 companies, only 56 % are present five years later. 2nd study – Only 8% of new product concepts offered by 112 leading companies reached the market. Out of this, 83% failed to reach marketing objectives. A new product must satisfy consumer needs, not the needs and expectations of a management team. Therefore understanding and adapting to consumer motivation and behaviour is not an option – it is an absolute necessity for competitive survival. Fortune Editor - ‘MEET THE NEW CONSUMER and smile when you do because she is your boss. It may not be the person you thought you knew. Instead of choosing from what you have to offer, she tells you what she wants. You figure out how to give it to her.’ Consumer sovereign