(Podcast) Consumer Behaviour

Episode 2 discusses Motivation and Consumer Behaviour. You will need to understand the definition of motivation in order for them to understand the relevance of motivation in consumer behaviour, especially in the decision-making process involving purchases and consumption as well as marketing activities.

Episode 5 discusses Consumer Learning and Memory. In this topic, the definition of learning and the main theories in the learning process are expounded. How the learning process influences consumer behaviour and marketing strategy is shown. This topic also provides an analysis of the role of the sensory system and memory process in individual learning.

Episode 6, in turn, discusses Consumer Attitude. In this topic, you will learn concepts, theories and components of attitude formation as well as its influence on forming consumer behaviour. At the same time, you will also understand the process of attitude formation and change as well as how attitude influences marketing strategy.

Episode 7 discusses Communication Process and Diffusion of Innovations. This topic explains processes as well as the importance and effect of communication towards consumer behaviour and marketing strategy. It also explains the concept of innovation and the role of communication in the diffusion of the innovation process and the process of new product acceptance by consumers.

Episode 8 is on Reference Group Influence. Among matters discussed in this topic are definition and types of reference groups and their influence on consumer behaviour and marketing strategy. This topic also analyses the influence families and opinion leaders have on the consumerÊs decision-making process.

Episode 9 analyses Culture and Marketing Activities. This topic explains terms, characteristics and components of culture as well as elements of subculture; the measurement of culture method, the influence of culture and subculture on consumer behaviour and marketing strategy. The topic also discusses cross-cultural analysis and its relevance to marketers.

Episode 10 finally discusses Consumer Decision and Consumerism Issues. This topic analyses the stages and processes involved in consumer decision-making. You will look at issues revolving around consumer rights, ethics and the importance of consumerism to consumers, marketeers, and society.

Episode 1 is on Consumer Behaviour and Marketing Strategy which provides a brief overview on the importance of consumer behaviour in marketing strategy. This topic includes an introduction to consumer behaviour definitions, characteristics and issues. You are also exposed to factors that influence consumer behaviour and how all these factors influence marketing strategy.

Episode 3 discusses Consumer Perception. This topic touches on concepts and the major components in the perceptual process and the role of perception in forming consumer behaviour. This topic also explains the role of the sensory system and how it influences the perceptual process. Lastly, this topic also looks at two marketing strategies that utilises consumer perception, which are positioning and repositioning.

Episode 4 discusses Personality and Lifestyle. You will be exposed to characteristics, theories and concepts relating to personality. There shall be discussions on the role of personality in forming a consumer's behaviour, as well as its effect on marketing strategy. Furthermore, you will be introduced to the concept of brand personality where human personality is applied to brands and products. Also included is a discussion on self-image and lifestyle and their association with personality.