Imne BEN YAHIA- BOUMAIZA

Imenebenyahia@yahoo.fr
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Course description
Explains consumer motivation; information
processing and consumption behavior.

Focuses on internal factors and external
factors.

Describes the decision making process

Highlights the relationship between these
factors and marketing strategies.
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E-Book
Hawkins and Mothersbaugh (12th edition),
Consumer behavior: Building Marketing
Strategy, Published by McGraw Hill; ISBN
978-0-07-017100-8
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Assessment strategy and
grading scheme
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Grading tool

Points %
Quiz 1 in class 5
Mid-term Exam 20
Quiz 2in class 5
Class work 10
Group project 25
Final Exam 35
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No
Topic
/
Date/week
/
Chapter/Assignment
Chap 1: Consumer Behavior and Marketing
Strategy
Sept 14/ 1
Chap 8: Perception Sept 21 / 2
Chap 9: Learning and Memory Sept 28 / 3 In Class Quiz
September 30
th

EID BREAK Oct 5 / 4
Chap 10: Motivation and Personality Oct 12 / 5
Mid-term on Oct 21 Tuesday Oct 19 / 6 Mid-term October
21
st

Chap 11: Attitude and influencing attitudes Oct 26 / 7
Chap 12: Self Concept and Lifestyle Nov 2 / 8
Chap 7: Group Influences on Consumer
Behavior
Nov 9 / 9
Chap 14: Consumer Decision Process and
Problem Recognition
Nov 16 / 10
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Chapter 15: Information Search Nov 23 /
11
In Class Quiz 2
November 25
Chap 16: Alternative Evaluation and
Selection
Nov 30 /
12
Chap 13: Situational Influences Dec 7 / 13 Collecting Group
projects
Presentation of Group project Dec 14 /
14
(National Holiday
18
th
December)
Presentation of Group project Dec 21 /
15
Final exam Dec 28 /
16
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Topics
Situational influence
Situational influence
Group project
Exploring consumer behaviour on Facebook
Why do people use Facebook ? How do they perceive it? why
Describe their behaviour on Facebook ? What are the different
activities they do? Why do they put photos?
How much time they spend on facebbok? Intent to continue..

So, you will be devided into 4 groups :
1- focusing on tenageers men / seniors men
2- focusing on tenageers women / seniors women
3- focusing on qatari men / men from other nationalities
4- focusing on qatari women / women from other nationalities

- In-depth Interviews / profile analysis

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CHAPTER
1
CONSUMER
BEHAVIOR AND
MARKETING
STRATEGY
Development of the
Marketing Concept
Production
Orientation
Sales
Orientation
Marketing
Concept
Production Orientation
From the 1850s to the late 1920s
Companies focus on production capabilities
Consumer demand exceeded supply
Production
Orientation
Sales
Orientation
Marketing
Concept
Sales Orientation
From the 1930s to the mid 1950s
Focus on selling
Supply exceeded customer demand
12
Production
Orientation
Sales
Orientation
Marketing
Concept
Marketing Concept
1950s to current - Focus on the customer!
Determine the needs and wants of specific
target markets
Deliver satisfaction better than competition

13
Production
Orientation
Sales
Orientation
Marketing
Concept
Societal Marketing Concept
Considers consumers
long-run best interest
Good corporate
citizenship
The Marketing Concept
Consumer Research
Segmentation
Market Targeting
Positioning
The process and tools
used to study consumer
behavior

Embracing the Marketing
Concept
The Marketing Concept
Consumer Research
Segmentation
Market Targeting
Positioning
Process of dividing the
market into subsets of
consumers with
common needs or
characteristics

Implementing the
Marketing Concept
The Marketing Concept
Consumer Research
Segmentation
Market Targeting
Positioning
The selection of one or
more of the segments
identified to pursue
Implementing the
Marketing Concept
The Marketing Concept
Consumer Research
Segmentation
Market Targeting
Positioning
Developing a distinct image for
the product in the mind of the
consumer
Successful positioning includes:
Communicating the benefits of
the product
Communicating a unique
selling proposition



Implementing the
Marketing Concept
The Marketing Mix
Product Price
Place Promotion
Marketing
Mix
Customer Value, Satisfaction,
Trust, and Retention
Successful Relationships
High level
of customer
satisfaction
Strong sense
of customer
trust
Customer
retention
Successful Relationships
Customer
Satisfaction
Customer
Trust
Customer
Retention
The individual's perception of the
performance of the product or
service in relation to his or her
expectations.
Customer groups based on
loyalty include loyalists, apostles,
defectors, terrorists, hostages,
and mercenaries


Successful Relationships
Customer
Satisfaction
Customer Trust
Retention
Customer
Retention


Establishing and
maintaining trust is
essential.
Trust is the
foundation for
maintaining a long-
standing relationship
with customers.


Successful Relationships
Customer
Satisfaction
Customer Trust
Customer
Retention
The objective of providing
value is to retain highly satisfied
customers.
Loyal customers are key
They buy more products
They are less price sensitive
Servicing them is cheaper
They spread positive word
of mouth


Consumer Behavior Is
Interdisciplinary
Psychology
Sociology
Social
psychology
Anthropology
Economics
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Consumer Behavior and Marketing
Strategy
Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure,
use, and dispose of products, services, experiences, or
ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
It includes all decisions that consumers make when spending
time and money.
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Applications of Consumer Behavior
1. Marketing Strategy : based on research reduces
the odds of failure

2. Regulatory Policy: effective regulation of MKG
strategies; ex: displaying nutrition information

3. Social Marketing : to alter or create positive
behavior
4. Informed Individuals : to set appropriate limits
when required

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Marketing Strategy and Consumer Behavior
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Market Analysis Components

1. The Consumers
2. The Company : its ability to meet customer needs
3. The Competitors : ask questions about
competitors
4. The Conditions : the deterioration of the
environment; the impact of technology

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Market Segmentation
Market segmentation
is a portion of a larger
market whose needs
differ from the larger
market.
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Market Segmentation
Market Segment Attractiveness Worksheet

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Marketing Strategy
Marketing Strategy is the answer to the question:
How will we provide superior customer value to our
target market?
This requires the formulation of a consistent
marketing mix, which includes the
1. Product : buying satisfaction and not the product
2. Price: a sign of the quality
3. Communications
4. Distribution, and
5. Services auxiliary activities to enhance the primary
product

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Consumer Decisions
The consumer decision process intervenes between
the marketing strategy, as implemented in the
marketing mix, and the outcomes.
The firm can succeed only if consumers ________
that its product can solve, __________ of the product
and its capabilities, decide that it is the ____
available solution, proceed to ___ it, and become
satisfied with the result of the purchase.
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The Nature of Consumer Behavior
Overall Conceptual Model of Consumer Behavior
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The Nature of Consumer Behavior
External Influences

The following are the major external
influences:
Culture
Demographics and social stratification
Ethnic, religious, and regional subcultures
Families and households
Groups
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The Nature of Consumer Behavior
Internal Influences

Internal influences include:
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
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The Nature of Consumer Behavior
Self-Concept and Lifestyle
Self-concept is the totality of
an individuals thoughts and
feelings about oneself.
Lifestyle is how one lives,
including the products one
buys, how one uses them,
what one thinks about them,
and how one feels about them.
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The Nature of Consumer Behavior
Situations and Consumer Decisions
Consumer decisions
result from perceived
problems and
opportunities.
Consumer problems
arise in specific
situations and the nature
of the situation
influences the resulting
consumer behavior.

Using Outdoor Media to Trigger Problem Recognition