Consumer behaviour & Online marketing Goy 5350138 Ying 5350174 Ping 5350042 Nan 5350136 Jern 5350037 Tle 5350030

What is consumer behavior ? 1. Defining consumer behavior 2. What influences consumer behavior ? 3. Consumer’s impact on marketing strategy 4. Methods of data collection Chapter 1

External influences The consumer’s culture - Religious & ethnic influences - Age and gender - Reference groups - Social class McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.

Internal processes Psychological processes - Motivation - Perception - Knowledge - Attitudes - Memory Consumer Decision making - Problem recognition & information search - Judgment & decision making McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.

Post-decision processes McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.

Ethnic, religious and group influences 1. Ethnic subcultures and consumer identity 2. Religious subcultures 3. Reference groups 4. Consumer-related reference groups Chapter 2

Class,age and gender influences Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 3

What is social class? “ The division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either more or less status”

Consumer motivation, perception and attitude Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 4

Consumer knowledge and memory Chapter 5

$ 45 M $ 40 M $ 90 M

What is knowledge ?

How is knowledge organized ?

Prototypes

Nostalgia marketing 1947 2003

The consumer as a decision maker Chapter 6

Essential assumptions

Problem recognition Ideal state Ideal Ideal Actual state Actual Actual No problem Opportunity recognition Need recognition

Problem recognition Generic problem recognition Selective problem recognition

Generic problem recognition

Judgment and decision making Country-of-origin effects

Evaluation: Narrowing the alternatives Retrieved set Evoked set Consideration set Chosen brand Retrieval Search Evaluation Choice Inert set Inept set All brands ⁺ Yes Found Acceptable No Not Found Unacceptable

Post- decision processes

Expectation disconfirmation model Choice Performance Expectations Disconfirmation Satisfaction Dissatisfaction + –

Coach 15250 Kahki/brown

Digital Media Revolution Chapter 1

The digital media revolution 1-2

The consumer adoption curve 1-7

Search Marketing Chapter 2

Natural & Paid Search 2-5

Example Search : Dell 2-8

Example Search : Dell 2-9

4.From marketing push to customer pull 2-10 Analogue World : Approximate number of daily exposure to advert Digital World : Approximate number of daily exposure to advert Marketers push their message More Media 200,000 adverts Axis of control Filtered by consumer’s choice of media Less Consumer receives thousands of adverts (many if which are irrelevant) Consumer pull in dozens of adverts relevant to their search and intention Search filter pulls in relevant adverts More Marketers Less Media 200,000 adverts Axis of control

Example : Future search 2-14 Source : www.elliance.com

E-Commerce and E-Branding Chapter 3

The Long Tail 3-6

Advertise on Web Chapter 4

Case BMW 4-6

The Social Web Chapter 5

Social Media Challenge Iran’s state-controlled media

Facebook active user 5-10 Source : http://en.wikipedia.org/wiki/Facebook

Case Study : Barack Obama’s election campaign

5.Second Life & MMORPG 5-15

Mobile Marketing Chapter 6

4.Future Possibilities for mobile 6-5

Measurement and analytics Chapter 7

Example SAP ‘s Dashboard

Example Google ‘s Dashboard

Ethical approaches Chapter 8