CLA 2 Presentation c

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Westcliff University *

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Nov 24, 2024

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Comprehensive Learning Assessment 2 1
Agenda • Executive Summary • CLA 2 • CLA1 • PA 1 • Conclusion 2
Executive Summary Consumer behaviour is a marketing study which involves to understand and analyse the individuals, groups or an organization activities or behaviour that is specifically associated with the purchase and use of the goods and services of the company. The important concepts are consumer behaviour and marketing strategy, cultural influence and its core values that influence on the market behaviours, reference group and nature of perception and its relationship to consumer memory and decisions. 3
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CLA 2 Comprehensive Learning Assessment 2 have effectively covers some course learning concepts. • Consumer Behaviour and Marketing Strategy • Culture Influence on Consumer Behaviour • Reference Groups and Opinion Leaders • The Nature of Perception 4 ( Han & Stoel, 2017; Shin, Im, Jung & Severt, 2018 )
Consumer Behavior & Marketing Strategy • Consumer Attitude, Emotions & Preferences • Overall plan to reach perspective customers • Marketing Strategies Influence the Consumer Behaviour • Help to Identify the target market audiences • Develop the Marketing-Mix Decisions 5
Culture Influence on Consumer Behavior • Beliefs, Values, Knowledge & Experience • Determinant the Consumer Wants and Behaviour • Inherited by Consumer Culture • Culture differ in demographics, language, & Value 6 (Richard & Habibi, 2016; de Mooij, 2017)
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Reference Groups and Opinion Leaders • Specific group understand the buying behaviour • Membership group & non-membership group • Product, Brand of Produce the Consumer choice • Degree which able influence other behavior • Online and Offline Environment 7 (Casalo, Flavian & Ibanez-Sanchez, 2018)
The Nature of Perception • The Psychological Variable • The Purchase Decision Process • Organizing, Selecting, & Interpretation Sensations • Information Process 8 (Mothersbaugh & Hawkins, 2016)
Application of Learned Concepts • Consumer Behaviour & Marketing Strategy • Culture & Culture Core Values • Problem-Solving Technique & Alternative Solutions 9
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Application of Learned Concepts Culture & Culture Core Values • Analysis the Behaviour of different country Consumers • Effectively Deal with different background Consumers • Deliver Improved and Better Customer Services 10
Application of Learned Concepts Problem-Solving Techniques & Alternative Solutions • Help to understand the current problems • Generate long-term Solution for problems • Provide multiple solution to avoid problem in future. 11
Application of Learned Concepts Consumer Behaviour & Marketing Strategy • Understand and Analysis the Consumer Needs • Help to Develop effective Marketing Strategy • Improve Professional ability, skills and knowledge 12
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CLA 1 13 Comprehensive Learning Assessment 1have effectively covers Angry Birds case study. • Different Type of Innovation • Cause-Related Marketing (CRM) • CRM Consumer Segments • Factors consider for Foreign Market • Ethical Concern
CLA 1 Findings • Continuous & Discontinuous Innovation • CRM is a part of Corporate Social Responsibility Policy • Consumer Segment ~ Skeptics, Balancers • Technological, Culture, Public Awareness & Economic Factors • Target Market Audience ~ Children 14 (Tomkinson & Harper, 2015)
CLA 1 Summary The given case study about “Rich Angry Birds” was effectively cover the significance importance and popularity of game, available attractive and simple feature of the game that played a vital role to attract more and more audience’s attention. Further, in CLA 1 significantly discussed the cause-related marketing (CRM) policy, in partnership with Birdlife which will be primarily based on the information get through cast study. 15
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PA 1 16 Comprehensive Learning Assessment 1have effectively covers Some Course Learning Outcomes. • New and better Product • Product Acquire Meaning • Potential Negative Consequences • Marketers Create Needs
PA 1 Findings • Product Development Model of an Organization • Forethought and Successful Strategy • Brand Lose Value and Reputation • Ability to analyse the consumer Needs 17 (Helm, Ligon, Stovall & Van Riper, 2018)
PA 1 Summary The purpose of every organization marketing team to indirectly increase the productivity, proactivity and reinvention of the company’s products and services. In fact, through successful application of new product which is based on the market needs and requirement concept, the company able to successfully increase the production of the product by enhancing the demand of the product and service in the market. 18
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Conclusion This 19
20
• Tomkinson, S., & Harper, T. (2015). The position of women in video game culture: Perez and Day's Twitter Incident. Continuum, 29(4), 617-634. • Helm, S. V., Ligon, V., Stovall, T., & Van Riper, S. (2018). Consumer interpretations of digital ownership in the book market. Electronic Markets , 28 (2), 177-189. • Han, T. I., & Stoel, L. (2017). Explaining socially responsible consumer behavior: A meta-analytic review of theory of planned behavior. Journal of International Consumer Marketing , 29 (2), 91-103. • Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management , 69 (2), 21- 29. • Richard, M. O., & Habibi, M. R. (2016). Advanced modeling of online consumer behavior: The moderating roles of hedonism and culture. Journal of Business Research , 69 (3), 1103-1119. • de Mooij, M. (2017). Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries. International Marketing Review . 14 (2), 143-165. • Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research , 14 (2), 143-165. • Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behaviour: Building marketing strategy . McGraw-Hill Education. References 21
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