Consumer Behaviour

Learn how marketing psychology is applied

Get better at encouraging people to buy

• Understand how companies learn about their customers and then target product promotions accordingly.
• Learn about the principles of perception - emotional response, colour.
• Learn about where goods are sold and why.
• Understand the ethics of marketing and promoting goods.

Lesson Structure

There are 6 lessons in this course:

1. WHAT IS MARKETING PSYCHOLOGY?
   • An Overview.
   • Roles in Marketing Psychology.
   • Qualifications and Jobs.
   • Applications of Marketing Psychology.
   • Myths About Marketing Psychology.
   • Future Directions.
2. WHO WE SELL TO - UNDERSTANDING THE CONSUMER
   • Principles of Marketing Psychology.
   • Customer needs
   • Customer wants
   • Reference groups
   • The Buying Process.
   • Target Market.
   • Geographic.
   • Demographics.
   • Psychographics.
   • Other Influences on Consumers.
   • Family
   • Children's influence
   • Cultural
   • Social
   • Media
   • Pleasure/pain
   • What We Sell.
   • Keeping products up to date
   • Branding
3. PSYCHOLOGY OF CONSUMER BEHAVIOUR
   • Introduction.
   • Gestalt Principles of Perception.
   • Principle of Similarity
   • Proximity Principle
   • Closure Principle
   • Good Gestalt Principle
   • Law of Symmetry
   • Law of Common Fate
   • Law of Continuity
   • Law of Past Experience
   • The Iceberg Principle.
   • The Dynamic Principle.
   • Emotions and Buying Behaviour Response.
   • The Meaning of Colours.
   • Review What You Have Been Learning.
4. MARKET RESEARCH TECHNIQUES
   • Introduction.
   • Gathering Data.
   • Surveys
   • Focus Groups
   • Testing Products.
   • Testing Advertisements.
   • Market Segmentation.
5. WHERE WE SELL
   • Shops.
   • Physical Environment
   • Presentation
   • Staffing
   • Ways to Encourage Buying
   • How People Purchase Stock Items.
   • Telephone
   • Online.
   • Tips on Where to Sell.
6. ADVERTISING AND MARKETING – HOW WE SELL
   • Ethics of Advertising and Marketing.
   • Celebrity Endorsements
   • Product Placements
   • Telephone, Texting, Cold Calling
   • Face to Face
   • Billboards
   • Print Advertising
   • Social Media, Web sites, Ezines/Newsletters
   • Blogs
   • FINAL ASSESSMENT

LEARN HOW COMPLICATED CUSTOMERS CAN BE

People really are different. Some will make impulsive decisions about buying, and others may rarely if ever be impulsive.

Consumer behaviour can change from time to time, and depending upon the circumstances of the individual.

Beyond the individual differences though, there are broader characteristics which different types of people share, and buying patterns that different demographic groups share. This course helps you to understand these broader patterns, different types of consumers and the factors that can influence buying decisions.These are things which anyone who works in marketing or sales should be aware and conscious of.

Why Study this Course?

• Better promote or sell anything
• Improve your prospects to find employment or advance employment prospects in marketing, sales or promotions
• Professional development for sales or marketing staff
• Understand the buying behaviours of yourself and people around you in order to make better and less impulsive decisions that may be regretted later
• Improve the success of a business
• Professional development or refresher study for anyone working in business