Lesson Notes By Weeks and Term - Senior Secondary School 1

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  4. Consumer behaviour I

Term: 2nd Term

Week: 5

Class: Senior Secondary School 1

Age: 15 years

Duration: 40 minutes of 2 periods each

Date:       

Subject:      Marketing

Topic:-       Consumer behaviour I

SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to

  1. Define consumer behaviour
  2. State factors influencing consumer behaviour
  3. Highlight the models of life cycles

INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source

INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures, https://stoplearn.com/consumer-and-organisational-behaviour/

INSTRUCTIONAL PROCEDURES

PERIOD 1-2

PRESENTATION

TEACHER’S ACTIVITY

STUDENT’S ACTIVITY

STEP 1

INTRODUCTION

The teacher reviews the previous lesson on the types of market

Students pay attention

STEP 2

EXPLANATION

She explains the meaning of consumer behaviour

Students pay attention and participates

STEP 3

DEMONSTRATION

She discusses the factors that influences consumer behaviour

She highlights the model of life cycle among consumers

Students pay attention and participate

STEP 4

NOTE TAKING

The teacher writes a summarized note on the board

The students copy the note in their books

 

NOTE

CONSUMER BEHAVIOUR

Consumer behavior is the study of how people make decisions about

what they buy, want, need, or act in regards to a product, service, or

company. It is critical to understand consumer behavior to know how

potential customers will respond to a new product or service.

 

FACTORS THAT INFLUENCES CONSUMER BEHAVIOUR

  1. Cultural Factors:

Culture can be defined as set of values, beliefs, preferences and tastes

pass across from one generation to another. Invariably the culture where

an individual comes may have a direct/indirect impact and influence on

consumption and buying behaviour.

  1. Social Factors:

This relates to group or societal class. Every consumer belongs to a

number of social groups. The word social could be described as

relationship, fellowship or interaction between people. For instance, senior

secondary school, students are a class of social group whose consuming

pattern may be influential on each other.

Every group exhibits certain norms of behavior. Norms are the values,

attitudes and behaviours that a group deems appropriate for its members.

 

  1. Personal Factors:

These relate to taste, preference and choice that an individual has for a

particular product/item. Personal factors do influence consumption pattern

of consumer. It can be as a result of religious belief, educational

attainment, exposure, taste etc. for Instance, some people could not be

influenced to eat a particular kind of meat or food due to personal policy or

decision or religious belief.

 

  1. Economic:

The nation’s and the consumer economic conditions do also influence

consumption pattern and consumer behavior. Inflation (i.e. persistent and

consistent rise in price of products) and taxes on personal economic

situation is another determinant.

 

  1. Influence of Opinion Leaders:

These are people whose opinions are sought -on-certain specific products.

They most often belong to the same social class as against those they

influence. They are knowledgeable, creative, extroverts, friendly, command

respect, cosmopolitan, expose to mass media,- opinion moulders,

authoritative, influential, etc. . .

 

  1. Psychological Factors:

These include attitudes, perception, learning, motivation and personality

(self-image) which has direct or indirect influences on consumer buying

behaviour.

 

(a) Attitudes:

This could be seen to be learned reaction towards a product offer in a

consistently favourable and unfavourable manner. Although, they are

generally not considered as a good component of consumer behaviour.

 

(b) Perception:

This could be described as mental thought of how someone sees

something. This could be selective exposure, selective perception,

selective retention may in one way or the other’ influence consumer

behaviour.

 

  1. Family Life Cycle:

Naturally, people do follow a certain pattern of living known as the family

life cycle. This ordinarily means that consumption pattern of people

changes at a particular level of growth and development which invariably

influences consuming behaviour.


MODEL OF LIFE CYCLES

  1. Bachelor/Spinster: young, not married, no children.
  2. Newly married couples: young, no children
  3. Full nest stage one: young married couple with youngest child under 6
  4. Full nest stage two: young married couple with youngest child age ten or

over.

  1. Full nest stage three: older married couple with dependant children
  2. Empty nest stage one: older married couple with no children living at

home, head of household as breadwinner.

  1. Empty nest stage two: older married couple with no children living at

home, head of household retired.

  1. Solitary survivor stage one: older single person in labour force.
  2. Solitary survivor stage two: older person, retired.

 

EVALUATION:    1. Explain consumer behaviour

  1. Discuss some factors that influences consumer behaviour
  2. Highlight the model of life cycle among consumers

CLASSWORK: As in evaluation

CONCLUSION: The teacher commends the students positively