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Term: 2nd Term
Week: 6
Class: Senior Secondary School 1
Age: 15 years
Duration: 40 minutes of 2 periods each
Date:
Subject: Marketing
Topic:- Consumer behaviour II
SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to
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 consumer behaviour |
Students pay attention |
|
STEP 2 EXPLANATION |
She explains the meaning of consumer decision process |
Students pay attention and participates |
|
STEP 3 DEMONSTRATION |
She discusses the stages of the consumer decision process She highlights the model of consumer buying behaviour |
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 Decision Process
Consumer decision process connotes a choice on what to buy, how much
to spend, what alternative to acquire and where to purchase it. Consumer
decision process passes through the following stages.
An unsatisfied need of consumer may create inner tension which may lead
to problem recognition. At this stage of decision process, consumer
becomes aware of a significant discrepancy between the existing situation
and a desired situation. Problem recognition simply connotes a realization
by the consumer that he/she needs to buy-something to get back to the
normal state of comfort.
This refers to information gathering/data collection. Once a need has been
recognised by a consumer, he/she begins to search for relevant and
reliable information about various alternative ways of solving the problem.
Sources of information includes the internet, the mass media (radio,
television) and print media (newspaper, magazines) friends and
acquaintances, consumer reports or product manual/catalogues, visit to
shops, interview etc.
Other factors that affect information search are: the time and money cost,
the information the consumer already has from past experiences and other
sources; the amount of the perceived risk if a wrong selection is made.
Immediately consumer identified reasonable alternatives, the consumer
must evaluate each one in preparation to making a purchasing decision.
Past experience, attitude towards various brands of products, opinion of
family members and groups are used as components of evaluation guide
which consumers used to evaluate alternatives.
Moreover, there are two categories of choice models, these are;
compensatory and non-compensatory models.
(a) Compensatory Model: This is when consumer arrives at a choice by
considering all of the attributes for a product and mentally trading off the
alternatives perceived weakness on one or more attributes for its perceived
strength on other attributes.
(b) Non-Compensatory Model: This is more or less the opportunity of the
compensatory model. This is when an alternative fails to meet the cut-off
mark of consumer, even on one attribute, ¡t is then dropped.
Once the consumer has evaluated the alternatives, then, he/she must
make purchase decision. If the decision is to buy, he or she must so make
decisions on the brand, price, store, colour, etc. Marketers can influence
decision making process of consumers even at this level as most
consumers find it very hard and difficult to make decision. Some
consumers choose the convenience in-home shopping via telephone or
mail order rather than travelling to complete transaction in retail stores.
It must be noted that the consumers decision process does not end with
the purchase decision. However, the experience of buying and using the
product provides information that the consumer will use in future decision
making.
After a consumer makes an important choice decision, he/she may be
reasoning out-the wisdom or what led to the purchase decision. Therefore
a marketer must know that post purchase behavior can influence repeat
sales and affect (positive/negative) what the consumer tells others about
the product or services of a particular organisation or firm.
MODEL OF CONSUMER BUYING BEHAVIOUR
Problem recognition → information search → Evaluation of alternatives → Purchase decision → Post purchase → decision.
EVALUATION: 1. Explain consumer decision process
CLASSWORK: As in evaluation
CONCLUSION: The teacher commends the students positively