Consumer Behaviour 12th Edition

Study Notes

Consumer Behaviour and Marketing Strategies

The 12th edition of Consumer Behaviour explores the application of consumer behaviour in planning, developing, and implementing successful marketing strategies.
The Indian marketing context has unique aspects that differ from developed markets, and this edition captures the diversity and nuances within conceptual frameworks.

Career Development

The text prepares students for careers in brand management, advertising, and consumer research.
It aims to develop a variety of useful skills in these areas.

Contemporary Trends and Issues

The 12th edition has been updated to address contemporary trends and issues in marketing and consumer behaviour.
Topics include the impact of modern technology on marketing and consumer behaviour, value exchange, astute positioning, and more.

The Role of New Media

The text covers the role of new media in providing students with a thorough understanding of how marketers can engage with consumers across social media platforms.
It also covers how to manage successful, targeted campaigns and track and measure the results.

Consumer Motivation and Personality

Chapter 3 Learning Objectives

Understand how motives, needs, and goals shape consumer behaviour.
Understand the systems of classifying needs.
Understand the impact of hidden motives on consumer behaviour.
Understand why and how consumers use technology.
Understand personality development.
Understand how personality traits shape consumer behaviour.
Understand brand personification.
Understand the impact of self-image on consumer behaviour.

Freud's Theory and Brand Example

Freud's psychological theory is associated with the subconscious and suppressed desires (the "id" part of the theory).
The theory states that an individual has three parts to their mind: the id, the ego, and the superego.
Titan's Fastrack is a brand example that has been associated with sexual overtones and has bordered on controversy.
The brand introduced the Move On campaign in 2004, suggesting moving on with relationships established with the opposite gender.
The brand has an annual sale of 8 million watches, 1 million sunglasses, and half a million bags, with a value of *850 crores.

Description

Test your understanding of consumer behavior and its application in marketing strategies, with a focus on the Indian market context. Explore how diversity and nuances shape marketing plans. Develop your knowledge of conceptual frameworks and their role in successful marketing.