Week 1 of Buyer Behavior: 

Introduction to Buyer
Behavior

[CLO 1] : Construct, assess and devise marketing strategies drawing on

theories of buyer behaviour in consumer markets.

Segment  2: What do we study in this Course 

People pay more expensive for value. Value can also be the experience the
feeling. E.g. When u drink Evian you feel the prestige. People consume
the experience that’s why it is about creating the value for people putting
images in their head.

Segment 3: Iceberg to understand consumer behaviour 

For marketing there is a lot more that people do not see. Like competitive
strategy, value creation ideas, product innovation and design. What’s
important is the consumer behaviour knowledge. If you do not understand
your consumers you cannot develop other things in marketing.

Segment 4: Buy-ology:

Tutorial notes:
In-class quizzes: 20%
Start week 3(1&2),5,7,9,11 (have a chance to miss 1)
5 marks quiz 20 marks total
10 q each half mark each

Consumer research group project: 50%

Part A due April 6 week 6: 15%
1. Decide topic
2. Literature review 1000-1500 words
3. Interviews (15-20 questions) group 6 interviews indv 4 interviews
4. Data analysis
Part B due May 21 week 11: 35%
1. Final report (Group 3000-3500 words) (Individually 2000-2500)

Final Assessment: 30%

Due week 14
Take home assignment
Consumer behaviour is a discipline dealing with how and why
consumers purchase (or don’t purchase) products and services. It is also
important why consumers do not purchase the product.

Read the article in Week 1 Homework

Article Takeaways:
 Life after covid 19 is extremely different
 Covid 19 has forced individuals to change their behaviours
consumer companies must find ways to satisfy their needs
 More people tried grocery delivery the problem was there were
movement restrictions, solution grocery delivery
 Home exercises caused home-exercise machines to grow by 20% in
the US
 Effective way to reinforce new belief is to focus on the peak
moments such as the first time experience or at the end of the
experience (check out process(
 Peak moments to focus on could be unboxing moments
