CONSUMER BEHAVIOR

January 28, 2016 Ellen Kountz, contact@ellenkountz.com

BS Econ Wharton ’92, EMBA ESSEC ‘99
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Welcome to class!
• Introduction to the scope of the course
• Participation and grades

• Introducing ourselves to each other

• The importance of understanding consumer behavior

• 15 minute break nat 10 a.m.

• Review and preparing for next week

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INTRODUCTION TO THE
SCOPE OF THE COURSE
Consumer Behavior
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Getting to Eaubonne…
• CFDAS
• Centre de Formation
• Départementale
• d’Animations Sportives
• 64 rue Bouquinvilles
• 95600 Eaubonne
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Getting to Eaubonne…
• This year, you will benefit from sport activites at CFDAS at
Ermont-Eaubonne, a state-of-the-art sports complex. The
sports activies are coordinated by Mr. Jaques-Michel ANDRE.
• Ask ABS for details about sports activities…

• GETTING TO Eaubonne:
• You can get there by train from the Gare du Nord. Take
direction Pontoise and get off at Ermont-Eaubonne; otherwise
take RER line C which also goes to the Ermont-Eaubonne
station. Once there, the complex has a sign post « CFDAS » -
a 10 minute walk from the station. Departures approximately
every 15 minutes from Paris; 35 minute ride.
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Consumer Behavior: MKT240

• The textbook is mandatory, the backbone of coursework
• Please bring your textbook to class
• Available for sale at SMD Books, 1 rue Nicolas Roret,
75013 Paris, métro Gobélins
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Consumer Behavior: MKT240

• Course description:

• MKT240 explores the history and development of

Consumer Behavior from the post World War II era to
the present day, differentiating the methods, structures
and implications of each and the effects in all aspects of
contemporary life:
• Political
• Economics
• Financial
• Sociological
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Consumer Behavior: MKT240

• Course Objectives:
• To provide a working knowledge of the methods, tools
and objectives of both pre- and post internet
marketing practice and the growing impact of
globalization
• Expected Learning Outcomes:
• Upon completion of the course, you should be able to
retrace the evolution from early studies of consumer
behavior to a globalized consumer culture; elaborate
the differences between post WWII and contemporary
promotional tools and finally to appreciate the sensitivity
of self expression to individual and mass
‘manipulation’
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PARTICIPATION AND
GRADES
Consumer Behavior
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Consumer Behavior: MKT240

• Course Grading:
• Class Participation and Attendance: ………. 10%
• Talking Points Team of Two presentations….20%
• Group Presentations…………………………..20%
• Quiz……………………………………………..10%
• Mid-term exam…………………………………20%
• Final exam……………………………………...20%
TOTAL: 100%
• Reminder of the Rules:
• Presence in class is mandatory. Three absences or more (for
Ermont-Eaubonne only) lead to a failing grade. Class starts
promptly. Breaks are 15 minutes and late returns in a half absence.
As a courtesy to your classmates, no food, drinks or cell phones
engaged in class, ever! Thank you for your cooperation.
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ABS Grading scale: reminder

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ABS Grading scale: reminder

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Grading Scale details…

ECTS = European Credit Transfer System
GPA = Grade Point Average
French number
French number grade American
grade converted to letter to number ECTS ABS GPA ABS letter
(20 maximum) 100 conversion Grade Grade grade
20 100 100-90 A 4.00 A+
19,5 97,5 100-90 A 4.00 A
19 95 100-90 A 4.00 A
18,5 92,5 100-90 B 3.67 A-
18 90 100-90 B 3.67 A-
17,5 87,5 89-80 B 3.33 B+
17 85 89-80 C 3.00 B
16,5 82,5 89-80 C 3.00 B
16 80 89-80 C 2.67 B-
15,5 77,5 79-70 D 2.33 C+
15 75 79-70 D 2.00 C
14,5 72,5 79-70 D 2.00 C
14 70 79-70 E 1.67 C-
13,5 67,5 69-60 F 1.33 D+
13 65 69-60 F 1.00 D
12,5 62,5 69-60 F 1.00 D
12 60 69-60 F 0.67 D-
11,5 57,5 < 60 Fx 0.00 F
11 55 <60 Fx 0.00 F
10,5 52,5 <60 Fx 0.00 F
10 50 <60 Fx 0.00 F
9,5 47,5 <60 Fx 0.00 F
9 45 <60 Fx 0.00 F
8,5 42,5 <60 Fx 0.00 F
8 40 <60 Fx 0.00 F
7,5 37,5 <60 Fx 0.00 F
7 35 <60 Fx 0.00 F

Grading Scale details
• Grasp of material
• A = student shows an excellent grasp of materials
and develops supporting points fully and
convincingly
• B = student shows a good grasp of materials and
develops essential supporting points adequately
• C = student grasps the basics of the materials but
fails to develop supporting points sufficiently
• D = student has a limited grasp of the materials
and either fails to deliver enough supporting
points or they are not adequately developed
• F = student has no apparent grasp of the
materials in either its significance or in developing
supporting points
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• Presentations
• A = An outstanding presentation, well prepared and
delivered with focus and confidence, with effective use
of voice and gesture. Stimulating and lively discussion
and maintaining interest throughout. Little or no
reference to notes
• B = A generally effective presentation, prepared and
delivered with focus and confidence, generating
discussion and maintaining interest. Minimal reference
to notes
• C = A moderately effective presentation, lacking in
preparation, focus and/or confidence. Discussion
unfocussed; uneven levels of interest exhibited by
listeners. Presentation overly dependent on and
frequently read from notes
• D = An ineffective presentation, not adequately
prepared or delivered. Lacking focus and confidence.
Discussion, if any, unfocussed and lackluster. Read
from notes without emphasis in a monotone voice
• F = an impromptu performance, lacking not only
preparation, but focus and conviction. Spontaneous
energy and personal charm not withstanding, a lack of
preparation, focus and conviction earns a failing
grade.
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INTRODUCING OURSELVES
TO EACH OTHER
Consumer Behavior
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15 MINUTE BREAK – PLEASE

RETURN ON TIME!
Consumer Behavior
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CH. 1: THE IMPORTANCE OF

UNDERSTANDING
CONSUMER BEHAVIOR
Consumer Behavior
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Part One: Introduction to Consumer

Behavior
• The importance of understanding consumer behavior
• Definitions
• Consumer behavior in context
• Consumer behavior and the marketing mix
• Consumers and relationship marketing
• Consumers and marketing planning
• Consumer research
• Antecedents of consumer behavior
• Psychology – sociology – anthropology - economics
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Part Two: Psychological Issues in

Consumer Behavior
• Drive, motivation and hedonism
• Goals, risk and uncertainty
• Personality and self-concept
• Perception
• Learning
• Attitude formation
• Attitude change
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Part Three: Sociological issues in

Consumer Behavior
• The environment, class and culture

• Peer and reference groups

• The family
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Part Four: Decisions and their aftermath

• New and repeat buying behavior
• Innovation

• (just chapters 11 & 12)

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What is consumer behaviour?

• “Consumer behaviour is the activities people undertake
when obtaining, consuming and disposing of products and
services” (Blackwell et al. 2001).
• But what do we mean by “obtaining”?
• What is “consuming”?
• What is “disposing”?

Slide content courtesy South-Western Cengage Learning

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Another definition
• “The dynamic interaction of affect and cognition,
behaviour, and environmental events by which human
beings conduct the exchange aspects of their lives”
(Bennett 1989).
• Consumer behaviour is dynamic.
• Are all exchanges about consumption?

Slide content courtesy South-Western Cengage Learning

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Consumer behaviour dynamics

Slide content courtesy South-Western Cengage Learning

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Antecedents of consumer behaviour

Slide content courtesy South-Western Cengage Learning

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Contributions from psychology

Slide content courtesy South-Western Cengage Learning

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Psychology explained
• Drives: Basic forces which make us want to do
things.
• Goals: The rational element of motivation.
• Personality: The group of traits that make us what we
are.
• Perception: How we make sense of the world.
• Learning: Behavioural changes that result from
experience.
• Attitude: Knowledge, feelings and proposed
behaviour.

Slide content courtesy South-Western Cengage Learning

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Contributions from sociology and

anthropology

Slide content courtesy South-Western Cengage Learning

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Economics: the study of demand

• Macroeconomics
• Microeconomics
• Both seek to explain rational behaviour: neither takes
account of emotion.

Slide content courtesy South-Western Cengage Learning

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The economic choice

• If you spend money on one thing, you cannot spend it on
another.
• Competition is therefore broader than most companies
expect.
• The economic choice applies to time as well as money.
• The availability of credit blurs the issue.
• Economic choice also implies opportunity cost.

Slide content courtesy South-Western Cengage Learning

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REVIEW AND PREPARING

FOR NEXT WEEK
Consumer Behavior
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Rendez-vous next Thursday…

• … here at Eaubonne!

• Please consult the syllabus

• Read excerpts of Blythe textbook:

• Chapter 1, pages 3 to 13
• Chapter 2, pages 27 to 37

• Slidedeck will be posted to e-campus over the week-end

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THANKS, SEE YOU NEXT WEEK!

CONTACT@ELLENKOUNTZ.COM
Consumer Behavior