CB Modul 1

Summary

This video introduces the key concepts of consumer behavior, focusing on the Wheel of Consumer Behavior model. It highlights three components: affect and cognition, consumer behavior, and marketing strategies. The video explains how emotions and thoughts influence consumer actions and how marketers can use this insight to craft effective strategies. Students are tasked with observing real-world consumer behavior and applying these concepts in an assignment. This serves as an overview for Module 1 of the consumer behavior course, aimed at understanding and analyzing consumer actions and decision-making.

Takeaways

• 😀 The video provides an introduction to key concepts in consumer behavior, which will be covered in Module 1 of the consumer behavior course.
• 😀 One of the core topics discussed is the 'Wheel of Consumer Behavior,' a model illustrating the interaction between factors that influence consumer behavior.
• 😀 The Wheel of Consumer Behavior model consists of three main components: affection and cognition, consumer behavior, and marketing strategy.
• 😀 Affection refers to the feelings and emotions that affect consumer behavior, including how customers react to products or brands.
• 😀 Cognition deals with how customers process information and make purchase decisions.
• 😀 Consumer behavior refers to the actual actions customers take during the process of purchasing goods and services.
• 😀 Marketing strategy should be designed using insights from consumer behavior to effectively promote products.
• 😀 In Module 1, students will focus on observing consumer behavior and applying the knowledge gained from the Wheel of Consumer Behavior model.
• 😀 Students will be tasked with conducting consumer behavior observations as part of their assignment in Module 1 (AFL 1).
• 😀 The goal of the assignment is to apply the Wheel of Consumer Behavior model in a paper and analyze real consumer behavior scenarios.
• 😀 The video concludes by providing an overview of Module 1 and encouraging students to understand the key points before moving on to Module 2.

Q & A

What is the main focus of Module 1 in the consumer behavior course?

Module 1 focuses on the concept of the 'Wheel of Consumer Behavior,' which explains the interaction between various factors influencing consumer behavior, including affect, cognition, consumer behavior, and marketing strategies.

What are the three main components of the 'Wheel of Consumer Behavior' model?

The three main components of the 'Wheel of Consumer Behavior' model are affect (feelings and emotions), cognition (how customers process information), and consumer behavior (actual actions taken during the purchase process), along with marketing strategies.

What does the 'affect' component of the Wheel of Consumer Behavior refer to?

The 'affect' component refers to the feelings and emotions that influence consumer behavior, including how customers react to products or brands.

How does the 'cognition' component affect consumer behavior?

The 'cognition' component refers to how consumers process information and make purchase decisions, influencing their behavior in the market.

What is meant by 'consumer behavior' in the context of this model?

In the context of the Wheel of Consumer Behavior, 'consumer behavior' refers to the actual actions consumers take during the process of purchasing goods and services.

Why is it important for marketers to understand the 'Wheel of Consumer Behavior' model?

Marketers need to understand the model in order to design effective marketing strategies that align with consumer emotions, decision-making processes, and actual purchase behaviors to promote their products successfully.

What will students focus on during their assignment in Module 1?

Students will focus on observing consumer behavior and applying the knowledge learned about the 'Wheel of Consumer Behavior' in their assignment, where they will conduct research and write a paper.

What are students expected to do in their AFL 1 assignment?

In the AFL 1 assignment, students are expected to observe consumer behavior and apply their understanding of the 'Wheel of Consumer Behavior' to analyze real-world consumer actions and decision-making.

How does affect influence consumer reactions to products or brands?

Affect influences consumer reactions by shaping their emotional responses to products or brands, which can significantly impact their purchasing decisions and overall perception of the product.

What role does marketing strategy play in the 'Wheel of Consumer Behavior' model?

Marketing strategy plays a crucial role in the model as it utilizes insights from consumer behavior, affect, and cognition to design promotional efforts that resonate with consumers and encourage purchases.