Understanding Consumer Behavior and Market Positioning

📋 Course Outline

1. Definition and scope of consumer behaviour
2. Changing global context of consumer behaviour
3. Consumer decision-making process and need recognition
4. Online consumer behaviour and digital marketing tactics
5. Market disaggregation, segmentation, targeting, and positioning concepts
6. Bases for consumer segmentation including socio-economic, geographic, psychographic, and gendered marketing
7. Target marketing strategies: undifferentiated, differentiated, focused, customized
8. The 4-Cs framework and strategic product positioning
9. Product positioning tools and competitor analysis
10. Repositioning strategies and successful brand examples

📖 1. Definition and scope of consumer behaviour

🔑 Key Concepts & Definitions

• Needs and desires : Motivational factors that drive consumers to seek products, services, or experiences to fulfill their functional or emotional requirements.
• Need : A fundamental requirement that motivates consumer actions, which can be functional or emotional in nature.

📝 Essential Points

• Consumer behaviour involves both individual and group decision-making processes.
• The scope includes all activities related to satisfying functional and emotional needs through consumption.

💡 Key Takeaway

Consumer behaviour involves both individual and group decision-making processes.

📖 2. Changing global context of consumer behaviour

🔑 Key Concepts & Definitions