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Introduction to

Consumer Behaviour
Anandakuttan B Unnithan

Session 1

Account Planning for Safe Sex Campaign


Dolly, the number one girls' teen magazine in
Australia, conducted a study to gain
understanding of its audience which is
teenagers.
They studied usual teenage themes of friends
and family, music and fashion, brands and
advertising
But their findings when it came to sex would
disturb anyone

Safe Sex Campaign


One in three girls aged 1517 were having sex

25% claimed to have had SIX or more sexual


partners
One in 10 girls who have had sex did not use
any form of contraception
Only a shocking 35% of girls aged 1517
claimed to always use a condom.

Safe Sex Campaign


Teenagers will have sex whether you want them to
or not, and while you cannot prevent them, you can
certainly do your best to ensure they don't put their
lives at risk.
Brief
'Get teenage girls to practice safe sex

Agency : George Patterson Partners

Insights about Teenagers


They were an optimistic bunch who believes in living
for the moment and are willing to take risks
Teens believe that life is what you make of it, that
they are responsible for making the most of their
lives.
What if they choose to be irresponsible?

There's a need to be popular amongst teens


This group likes to be treated as adults.
They value independence and learning, but are more
likely to trust their own instincts rather than rely on
external information.

Teenage psychology
They were already living in a world with rules
on what to do and what not to do.
We had to allow them to come to their own
conclusions about practicing safe sex.
You can't talk at teens; you have to talk to
them.
They are rebellious

What would work?


'Your safety is your responsibility', or messages about
safeguarding their wellbeing, but this wouldn't work,
because teens are more likely to give more
importance to their mobile phone, than their
personal wellbeing.
'Leaders make their own choices' sure, but what's
that got to do with using a condom?
'Your actions today will influence your future' but
they don't care about the future, they live for the
moment.

The Insight
Teenagers fear embarrassment.
What embarrasses teens might have changed over the years,
but the emotion still exists. Teenage years are spent
worrying or being embarrassed about the smallest of things
parents talking to your friends, falling in front of a boy you
like, putting on a few kilos, going insane waiting for a call
from that special boy, or not having the 'in' thing to wear.

Whilst pregnancy is not life-threatening, it is definitely


more potent an idea to chase than the risk of diseases,
because teenagers are twice as worried about getting
pregnant (39%) than catching HIV (18%).

Embarrassment and Safe Sex


Campaign
Not

'Use condoms because it will prevent you


from getting infected with diseases,'
But
Use the condom as prevention against pregnancy.
'A little embarrassment of insisting on condom
today can save you embarrassment for life

Safe Sex Campaign

Consumer Insights
Managers need actionable consumer insights
in marketing
These could be untested assumptions about
consumers
Consumer Insights are generalizations
Observations
Experience
Formal Learning
Organization's Knowledge base etc
Practitioner theories

What is Consumer Behavior?


The study of the processes involved when
individuals or groups select, purchase, use, or
dispose of products, services, ideas, or
experiences to satisfy needs and desires.
The purpose is to have useful knowledge to
base marketing decisions
This is not a methods / How-to course
Focus on Insights and Explanations
Existing body of Knowledge
Develop the
marketer mindset to look at
consumers.

Course Objectives
To provide conceptual and analytical framework to
understand and analyze consumer behaviour so
that one can use these insights to develop and
implement marketing strategies
To sensitize you on consumption as a pervasive
phenomenon that has a lot of personal relevance.
We will attempt to explore the symbiotic relationship
between individual, society and marketing.
To help develop fresh perspectives and approaches
to understand and appreciate the challenges
involved in marketing.

Course Evaluation
Class participation /Exercises : 35%
Individual Project/term paper : 30%
End Term Examination
: 35%
Class participation will be based on active
involvement in class, and evidence of
preparation.
It is not the quantum of participation, but the
quality of insights that will fetch you points.

Please do not use your laptops, mobile phones or other


electronic gadgets to the class.
It is a distraction to the instructor and other students
It is also not allowed under the institute policy and can
invite penal action

Please abstain from having snacks or refreshments


during the session.
Please inform the instructor on your absence through
email.
Course page is kept at vc.iimk.ac.in. You may login
using your IIMK mail ID and password. You will need
and enrollment key which will be mailed to you
For any queries you may email at
anandunnithan@iimk.ac.in

Study of Consumer Behavior


Knowledge of Consumer Behavior is essential
in formulating marketing strategy
Marketers learn about consumer behavior
through formal and informal means
We look at similarities in Behavior as well as the
Differences

Questions addressed in marketing


Who? What? When ? Where? How? How much?
Why?

Interdisciplinary Research Issues in


Consumer Behavior
Disciplinary Focus

Product Role

Experimental
Psychology

Perception, learning, and memory processes

Clinical Psychology

Psychological adjustment

Microeconomics/Human
Ecology

Allocation of individual or family resources

Social Psychology

Behavior of individuals as members of social groups

Sociology

Social institutions and group relationships

Macroeconomics

Consumers relations with the marketplace

Semiotics/Literary
Criticism

Verbal and visual communication of meaning

Demography

Measurable characteristics of a population

History

Societal changes over time

Cultural Anthropology

Societys beliefs and practices


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Pyramid of Consumer Behavior


MICRO CONSUMER BEHAVIOR
(INDIVIDUAL FOCUS)

Consumer behavior
involves many different
disciplines

MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)

Experimental Psych
Clinical Psychology
Develop Psychology
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology

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