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
Join Zoom Meeting
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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?
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KNOWLEDGE AREA I: INTRODUCTION TO CONSUMER EDUCATION AND BEHAVIOR AND ROLE OF THE CONSUMER IN MARKETING
This section provides a brief insight into the meaning and perspective of consumer behaviour as well as understanding why it is important to study consumer’s education and behaviour. Types of consumers and different perspective of consumer behaviour and a brief insight into the meaning and the concept of market segmentation as well as understanding the relevance of market research with consumer behavior will also be discussed in this section.
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OFD 207: CONSUMER BEHAVIOUR AND EDUCATION
ASSIGNMENT- KNOWLEDGE AREAS I TO III
DATE: Monday, 6 July 2020 to 20 July 2020
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:
BAKS Incorporation was involved in the cosmetics and perfume business. The company was following the product concept of marketing and catered only to their existing customers, while paying no attention to the changing needs and demands of the consumers. A marketing graduate, named Ali, joined the company and advised the company about necessary changes that must be made in the product on the basis of changing taste and preferences of consumers to successfully sell the company`s products. Mr. Ali modernised the products and spent about 10 million Tanzanian shillings on packaging etc. on the basis of relevant income and social factors that affect the consumers.
The product manager and assistant manager were not happy with the efforts made by Mr. Ali as even after six months of implementation of suggested changes the company was not able to achieve effective growth in sales. The product manager and Assistant manager were of the opinion that although some progress was made by Mr. Ali, yet many important factors affecting consumer behaviour were also neglected by him. As a consumer behaviour specialist what advice will you give to this company?
Question 2:
You are the marketing manager for a manufacturer of specialty watches designed for runners. Would you sell these items through retail stores or would you try direct marketing? What research techniques would you adopt to understand your consumer’s behavior?
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KNOWLEDGE AREA II: CONSUMER INFLUENCES, PERCEPTION, DECISION MAKING, INFORMATION PROCESSING AND MOTIVATION
This knowledge area provides a comprehensive analysis of how consumer process information in order to make an appropriate product/service chosen decisions. It examines the psychological and physiological bases of human perception and discusses the principles that influence our perception and interpretation of the world we see. It also provides a comprehensive analysis of how consumer process information in order to make an appropriate product/service chosen decisions. This knowledge area gives a comprehensive model of consumer decision making. It examines the three levels of consumer decision making and consumer decision rule. It also deals with the psychological exploration of how the differences among consumers personality affect the ways in which they interpret products, and evaluate products, and how they act in relation to them. Finally, how consumers make products/service decisions, and expand on the increasingly important practice of relationship marketing will be covered.
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At the end of this knowledge area, students will be able to: define and identify the various influences on culture, define social class and its impact on consumer decisions, know the environmental variations and cultural values and discuss family life cycle and its implications on consumer behavior
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At the end of this section student will be able to understand the role of promotion, promotion and communication process as well as how promotion can be designed to influence consumers. Branding, labeling, packaging, sales promotion and advertisement will also be covered
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The knowledge area covers national, regional and international standards and grading regulations institutions such as the bureau of standards-Tanzania Bureau of Standards, Tanzania Food and Drugs Authority, Food and Agriculture Organisation and the World Health Organisation. Food laws, meaning and aim of standardization will also be covered. This knowledge area highlights the diverse consumer attitudes towards the safety of food. The diversity among consumers is based on a variety of factors, including demographics and socio-economic status. The relationship between consumer attitudes, knowledge and behavior regarding food safety is also examined.
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In this section we present consumer perspective on diffusion, introducing some key concepts, such as innovation, diffusion and adoption. Various contexts in which innovation and diffusion take place will also be discussed. Consumer adoption behaviour and how adoptions lead to successful innovations from an organizational and societal perspective will be analyzed.
In this knowledge area, students will be able to present consumer perspective on diffusion, introducing some key concepts, such as innovation, diffusion and adoption. Various contexts in which innovation and diffusion take place will also be discussed. Students will be able to analyze consumer adoption behaviour and how adoptions lead to successful innovations from an organizational and societal perspective.
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