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Topic 1-Introduction to Consumer Behaviour

The document outlines the course structure and assessment criteria for the Consumer Psychology and Behaviour class at RMIT University Vietnam. It includes class rules, details on three assessments (oral presentation, consumption journal, and sustainable consumption project), and emphasizes the importance of understanding consumer behavior in marketing strategy. The course aims to enhance knowledge of consumer psychology and improve communication skills.

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Anh Ngo
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7 views

Topic 1-Introduction to Consumer Behaviour

The document outlines the course structure and assessment criteria for the Consumer Psychology and Behaviour class at RMIT University Vietnam. It includes class rules, details on three assessments (oral presentation, consumption journal, and sustainable consumption project), and emphasizes the importance of understanding consumer behavior in marketing strategy. The course aims to enhance knowledge of consumer psychology and improve communication skills.

Uploaded by

Anh Ngo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Psychology and

Behaviour
MKTG1421
Class Rules

✓ Switch off mobile phones or put them in silent mode


✓ Be on time
✓ Prepare for class
✓ Do homework
✓ Speak only in English
✓ Ask questions and interact with peers and teacher

29/08/2017
RECOMMENDATION: ATTEND CLASSES
RMIT University Vietnam 2
Course Assessment

• A1: Situational Analysis - Oral Presentation (Pair work,


Individual mark, 20%)

• A2: Consumption Journal – written work (Individual,


40%)

• A3: Sustainable Consumption Project – written work


(Group, 40%)

29/08/2017 RMIT University Vietnam 3


Assessment 1: Presentation

• Pair work, individual mark

• Presentation 5 minutes

• 20%

• 10-20 Slides to be submitted by


5 pm Friday Week 4
Presentations in class week 5

29/08/2017 RMIT University Vietnam 4


Assessment 2: Consumption Journal

• Individual written work


• 40%
• 1,000 – 1,200 words
• Submit soft copy on Turnitin
• 5 pm Friday Week 8

29/08/2017 RMIT University Vietnam 5


Assessment 3: Sustainable Consumption Project

• Teamwork, written report


• 40%
• 3,000 - 3,500 words
• Submit soft copy on Turnitin
• 5 pm Friday week 12

29/08/2017 RMIT University Vietnam 6


Choosing a product
• Product
• Local or international
brands
• Must be available in
Vietnam
• Familiar with product and
user
• Please validate your
selected product/brand
with your lecturer

29/08/2017 RMIT University Vietnam 7


Welcome to Consumer Psychology and Behaviour

1. Why study consumer behaviour?


2. What is consumer behaviour?
3. How does it affect marketing strategy?

29/08/2017 RMIT University Vietnam 8


The marketing car

Consumer behaviour
Marketing manager ‘the engine of marketing’

Advertising Market research

Distribution

29/08/2017 RMIT University Vietnam 9


Welcome to Consumer Psychology and Behaviour

Consumer Psychology and Behaviour knowledge


is the ‘engine’ of a marketing strategy

29/08/2017 RMIT University Vietnam 10


Subject objectives

• Knowledge and understanding


o Theories working model of Consumer
Psychology and Behavior
o Implications for strategic marketing decisions
o A focus on marketing decisions

• Communication skills
o Increase your skills in developing and presenting
ideas orally and in writing
29/08/2017 RMIT University Vietnam 11
Course structure

1. Introduction
2. Consumer decision process (Topics 1 2, 3, 4, 5, 6, 7)
3. Internal influences (Topics 8, 9, 10, 11)
4. External influences (Topics 12, 13, 14, 15, 16)

29/08/2017 RMIT University Vietnam 12


Consumer behavior and marketing strategy

• Studying the consumer is important for marketers


• Implications of consumer behaviour for marketing
strategy
• A working model of consumer behaviour

29/08/2017 RMIT University Vietnam 13


Definitions of consumer behaviour

A discipline dealing with how and why consumers


purchase (or don’t purchase) products and services.
(Neal et al.)

29/08/2017 RMIT University Vietnam 14


Understanding Consumer Psychology and Behavior

29/08/2017 RMIT University Vietnam 15


Consumer Psychology and Behavior: Product-
person-situation specific (PPS)

29/08/2017 RMIT University Vietnam 16


How consumer influences drive marketing
decisions

29/08/2017 RMIT University Vietnam 17


Overall model of Consumer Psychology and
Behavior
Consumer decision process
Internal influences
External influences

29/08/2017 RMIT University Vietnam 18

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