Understanding Consumer Behavior and Positioning

📋 Course Outline

1. Definition and changing context of consumer behaviour
2. Consumer decision-making process and emotional influences
3. Market segmentation, targeting, and positioning concepts
4. Consumer segmentation bases including socio-economic and psychographic factors
5. Positioning strategies, product categorization, and brand repositioning examples

📖 1. Definition and changing context of consumer behaviour

🔑 Key Concepts & Definitions

• Consumer behaviour : The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

📝 Essential Points

• The changing context of consumer behaviour includes increased exposure to global corporations’ marketing efforts and the use of social media.
• Global consumer culture influences consumer behaviour by integrating worldwide marketing and consumption patterns.

💡 Key Takeaway

Understanding consumer behaviour requires recognizing its evolving nature shaped by globalization and interactive value creation.

📖 2. Consumer decision-making process and emotional influences

🔑 Key Concepts & Definitions