Section outline
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Course description
This course introduces the theory of consumer behaviour and relates it to the practice of marketing. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class and family, and the diffusion of innovations; and consumer decision making.
This course is also intended to impart knowledge and understanding of issues of food safety, food legislation, consumer rights and protection. This knowledge is vital in order to protect the consumer from using unsafe and health threatening food products. The knowledge equips the student to decide on proper food choices and use food labels to identify composition, characteristics and risk factors associated with food products on offer.
Course goal
To enable students acquire an understanding of the consumer behavior in the economy and the importance of consumer rights, protection, and food safety.
Course objective: To achieve the aim set out, the course has a set of objectives. Each lecture has specified objectives which are stated at the beginning of the lecture. You are advised to read the objectives before you study the lecture because you may need to make reference to them during your study to check on your own progress.
Expected Learning outcomes:
At the end of the course students should be able to:
- Define the terms “consumer” and “consumer education” and explain their importance;
- Describe the meaning and importance of ‘consumer behavior’.
- Explain the different perspective of consumer behavior.
- State the stages of information processing
- Describe the nature of motives and their role in influencing consumer behavior
- Explain personality theories and its influence on consumer behaviour.
- Understand the role of promotion, promotion and communication process
- Understand the meaning and various level of consumer decision making
- Explain the importance of consumerism
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The Open University of Tanzania is inviting you to a scheduled Zoom meeting.
Topic: KNOWLEDGE AREA 5 REAL TIME ONLINE LECTURE
Time: Apr 13, 2022 03:45 PM Nairobi
Every day, until Apr 13, 2022, 1 occurrence(s)
Apr 13, 2022 03:45 PM
Please download and import the following iCalendar (.ics) files to your calendar system.
Daily: https://us02web.zoom.us/meeting/tZcqduCurzsuHdADZ1SbLqDTEcItFspBjPZN/ics?icsToken=98tyKuGrqTojHNWVtB6DRpwqB4j4Xe7zmGJbgqd8uCW0MCJ_cyfCE-FrJpRsAPra
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Meeting ID: 837 1961 0474 -
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OFD 207: CONSUMER BEHAVIOUR AND EDUCATION
ASSIGNMENT- KNOWLEDGE AREAS IV TO VI
DATE: Monday, 01 February 2021 to 16 February 2021
INSTRUCTIONS
- READ CAREFULLY EACH QUESTION BEFORE YOU START TO ANSWER IT.
- Attempt ALL questions
- Remember to write your Name and Registration number.
- The assignment should be sent electronically
- All the assignments will be subjected to plagiarism software. Any assignment with percentage >30% will not be marked and student will earn ZERO mark.
Question 1:
Read the case study below and answer the questions: -
A certain store was keeping a number of brands of washing machines. They had washing machines to cater to the needs of all the segments of the society. They were stocking LG, Bosch, Samsung, Ramtons and Hotpoint. They had automatic, semi-automatic and manual machines. The automatic machines were bought by the higher income group. The middle-income group was content with semi-automatic machines. Manual hand operated machines were for the ‘Higher class of clientele, and those living in the rural areas, where electrification was not complete, or the electricity went off for days together.
It was observed that when customers came to buy an automatic machine, they usually came with their spouses and they looked mainly at the colour, style of functioning, electric consumption, care for handling, price factors, etc. Many customers would not buy on their first visit. They would come back after an interval of time and purchase the machine after careful considerations of the attributes that they were looking for. Many would Higher their choice, and come back to buy semi-automatic, instead of automatic machines.
The sale was observed to be highest during marriage seasons and at festival times. There was a great influence of the housewives in buying these, as they were the ultimate users.
With a lot of information imparted by the media, and the children being exposed to it for several hours, in a day, they seemed to have a good knowledge of the attributes and had a great say in the purchases and their opinions were also given weight age by the parents.
a) What should be the role of the marketer in the above case regarding advertisement, promotion, persuasion, and closing the sales?
Question 2:
What purchasing decisions have you been able to influence in your family and why? Is marketing to children a good idea? If not, what if one of your competitors were successfully do so? Would it change your opinion?