Lesson Notes By Weeks and Term v3 - Senior Secondary 2
Consumer
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Consumer
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Subject: Salesmanship
Class: Senior Secondary 2
Term: 1st Term
Week: 2
Theme: Consumer Behaviour
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Define a consumer. Define consumer market. Name four factors that in fluence consumer buying behavior. List and define major types of buying decision. Identify consumer buying habit.
Consumer Behaviour ceremonies like weddings, naming ceremonies, funerals, or religious festivals (e.g., Christmas, Eid al-Fitr). There's an expectation and pride associated with wearing these outfits, making their purchase a cultural norm rather than just a personal choice.
2. Subculture (Ethnic/Religious Groups): Specific ethnic groups (e.g., Yoruba, Igbo, Hausa) have distinct traditional attire styles and preferences for certain fabrics or patterns. For instance, a Yoruba individual might prefer a specific 'fila' or 'gele' design with their Ankara, driven by their subcultural identity. Religious groups might also have traditional days where certain attires are encouraged.
Commentary: This question addresses objective 3, focusing on specific factors within the 'cultural' category. The explanation ties the factor directly to the Nigerian context and the example product.
Question 4: A family in Calabar is planning to buy a new generator for their home due to frequent power outages. What type of buying decision is this likely to be, and why?
Solution: This is likely an Extensive Decision Making (or Complex Buying Behaviour).
Reasoning:
1. High Involvement: Buying a generator is a significant purchase for a household, implying high consumer involvement.
2. High Cost: Generators are generally expensive, requiring a substantial financial outlay.
3. Infrequent Purchase: It's not an item bought regularly, making the decision more critical.
4. High Risk: There's a risk associated with choosing the wrong brand, capacity, or fuel type (e.g., diesel vs. petrol), which could lead to poor performance or higher operational costs.
5. Information Search: The family will likely research different brands (e.g., Sumec Firman, Elemax), capacities (e.g., 2.5KVA, 5KVA), fuel efficiency, noise levels, and warranty information before making a choice.
Commentary: This question tests objective
4. It requires students to apply their knowledge of buying decision types to a practical Nigerian scenario and justify their choice, demonstrating deeper understanding.
5. Independent Practice (Questions Only)
1. Distinguish between a 'customer' and a 'consumer' with a suitable example.
2. List three common characteristics of the consumer market.
3. Explain how 'age and life-cycle stage' can influence a person's buying behaviour, using an example from Nigeria.
4. A student consistently buys the same brand of soft drink from the school canteen every day without much thought. What type of buying decision does this illustrate?
5. Name three social factors that can influence a Nigerian's purchasing decisions.
6. Describe what 'brand loyalty' means as a consumer buying habit.
7. A Nigerian entrepreneur wants to sell luxury fashion items. What specific 'social class' would be their primary target, and how might this influence their marketing strategy?
8. Provide an example of a situation where 'impulse buying' might occur in a Nigerian supermarket.
9. Explain how 'perception' can affect a consumer's choice between a locally manufactured product and an imported one in Nigeria.
1
0. A young couple is looking to furnish their first apartment in Abuja. Which type of buying decision will they most likely employ for purchasing a refrigerator, and why?
6. Evaluation and Assessment Formative Assessment Strategies: Observation: The teacher will observe students' participation in group activities and class discussions to gauge their understanding of consumer concepts and ability to apply factors.
Question and Answer (Q&A): Engage students in a spontaneous Q&A session throughout the lesson to check for immediate comprehension and clarify misconceptions.
Short Quizzes: Administer short, unannounced quizzes at the end of a section (e.g., after defining 'consumer' and 'consumer market') to quickly assess grasp of basic definitions.
Group Presentations: Evaluate the quality of group analysis and presentation of scenarios, focusing on the correct identification and justification of influencing factors and buying decision types. Summative Assessment Questions (aligned with Evaluation Guide):
1. List the factors affecting consumer buying habits. (This question directly addresses evaluation guide point 1)
Marking Scheme: Award 1 mark for each correctly identified factor category.
Accept: Cultural factors, Social factors, Personal factors, Psychological factors. (Total: 4 marks)
2. State the major types of buying decisions. (This question directly addresses evaluation guide point 2)
Marking Scheme: Award 1 mark for each correctly stated type of buying decision.
Accept: Routine Response Behaviour (or Habitual Buying), Limited Decision Making, Extensive Decision Making (or Complex Buying Behaviour). (Total: a member of society from family and other important institutions. In Nigeria, culture dictates food preferences (e.g., demand for pounded yam, fufu), clothing styles (e.g., traditional attires like agbada, Ankara), and social gatherings (e.g., weddings, funerals) which in turn drive specific purchases.
Subculture: Groups of people with shared value systems based on common life experiences and situations (e.g., ethnic groups like Yoruba, Igbo, Hausa; religious groups like Christians, Muslims; age groups like teenagers, seniors). A product popular among urban youth may not appeal to rural elders.
Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours (e.g., upper class, middle class, lower class). This influences choice of brands, stores, and products (e.g., luxury cars vs. public transport, designer clothes vs. thrift market clothes). 2.3.
2. Social Factors: These relate to an individual's interactions with others.
Reference Groups: Groups that have a direct or indirect influence on a person's attitudes or behaviour.
Membership Groups: Family, friends, religious organisations, professional associations.
Aspirational Groups: Groups one wishes to belong to (e.g., a young person aspiring to own the same phone as a popular musician).
Opinion Leaders: Individuals who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others (e.g., a popular blogger reviewing tech gadgets).
Family: The most important consumer buying organization in society. Family roles and status significantly influence purchasing patterns (e.g., mothers often decide on food and household items, fathers on electronics or cars, children influence toy purchases).
Roles and Status: A person belongs to many groups, and their position in each group can be defined in terms of both role and status. A school prefect has a different buying pattern for school supplies than a regular student. 2.3.
3. Personal Factors: These are individual characteristics unique to each buyer.
Age and Life-Cycle Stage: Needs and wants change with age (e.g., a teenager's fashion choices differ from a middle-aged professional's; a newlywed's purchases differ from a retired person's).
Occupation: A person's job influences the goods and services bought (e.g., a banker might buy suits, a mechanic buys work tools).
Economic Situation: Income, savings, and credit capacity significantly affect purchasing power and product choice.
Lifestyle: A person's pattern of living as expressed in their psychographics (activities, interests, opinions). This influences brand preferences (e.g., someone focused on fitness will buy health-related products).
Personality and Self-Concept: Unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. People often buy products that reflect their personality (e.g., a bold person might choose brightly coloured clothing). 2.3.
4. Psychological Factors: These are internal mental processes.
Motivation: A need that is sufficiently pressing to direct the person to seek satisfaction. (e.g., hunger motivates buying food, security motivates buying insurance).
Perception: The process by which people select, organize, and interpret information to form a meaningful picture of the world. Different people may perceive the same product differently based on their experiences or biases. (e.g., perceiving a Nigerian-made product as inferior or superior based on reputation).
Learning: Changes in an individual’s behaviour arising from experience. Past positive experiences with a brand lead to repeat purchases (brand loyalty).
Beliefs and Attitudes: A descriptive thought that a person holds about something (belief) and a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea (attitude). These influence product and brand choices (e.g., believing Nigerian products are durable, having a positive attitude towards a particular phone brand). 2.
4. Major Types of Buying Decisions The complexity of buying decisions varies significantly depending on the product, its cost, and the consumer's involvement. 2.4.
1. Routine Response Behaviour (Habitual Buying Behaviour): Characteristics: Low consumer involvement, frequent purchases, low-cost products, little perceived brand difference, minimal information search.
Process: Consumers typically buy out of habit without much thought or research. They are often loyal to a familiar brand simply because it's convenient or they've always used it. Nigerian
Examples: Buying daily bread, groundnut oil, recharge cards, soap, or sugar from a neighbourhood store. 2.4.
2. Limited Decision Making: Characteristics: Moderate Consumer Term: 1st Term Week: 5 ---
1. Overview and Learning Objectives This topic introduces teachers to the fundamental concepts of 'consumer' and 'consumer behaviour' within the context of salesmanship. Understanding the consumer is paramount for any successful sales professional or business in Nigeria, as it directly impacts product development, marketing strategies, and sales approaches. Students will explore who a consumer is, the environment in which consumers operate, and the diverse factors that shape their purchasing decisions. This knowledge will enable students to appreciate the complexities of the market and develop skills for effective sales strategies in their future careers, whether as entrepreneurs running a stall in Ariaria market or as sales representatives for a multinational corporation in Lagos. Upon completion of this lesson, students will be able to: Clearly state the meaning of a consumer. Explain what a consumer market entails. Identify and describe at least four factors that influence consumer buying behaviour. List and differentiate between the major types of buying decisions consumers make. Recognize and describe common consumer buying habits.
2. Key Concepts and Explanations This section provides in-depth explanations of the core concepts for the teacher to deliver to students. 2.
1. Definition of a Consumer A consumer is an individual or group of individuals who purchases or uses goods and services for personal, family, or household use. They are the ultimate end-users of products and services, as opposed to a business that purchases goods for resale or production.
Key Distinction: While a customer is anyone who buys a product or service, a consumer is specifically the one who uses or consumes it. A person can be a customer without being the consumer (e.g., a father buying a toy for his child – the father is the customer, the child is the consumer). In salesmanship, understanding the consumer is crucial because their needs, preferences, and satisfaction drive demand. Nigerian
Examples: A student buying exercise books and pens for personal use. A family purchasing foodstuffs like rice, beans, or garri for consumption at home. An individual subscribing to a mobile data plan to browse the internet. A car owner buying fuel for their vehicle. 2.
2. Definition of Consumer Market The consumer market refers to all the individuals and households who buy or acquire goods and services for personal consumption. It is the largest market segment in most economies, including Nigeria. Products in the consumer market are generally ready for direct use by the end-user and do not require further processing or manufacturing.
Characteristics: Mass Market: Often involves a large number of buyers.
Geographically Dispersed: Consumers are found across various locations.
Diverse Needs: Consumers have varied needs, preferences, and purchasing power.
Emotional Buying: Purchasing decisions can often be influenced by emotions, advertising, and personal factors. Nigerian
Examples: Physical Markets: Balogun Market in Lagos, Ogbete Main Market in Enugu, Bodija Market in Ibadan, or a local 'mama put' stall.
Supermarkets/Retail Stores: Shoprite, Spar, Ebeano Supermarket, local neighbourhood shops.
Online Platforms: Jumia, Konga, Payporte.
Services: MTN, Glo, Airtel (telecommunications), Power Holding Company of Nigeria (PHCN) (electricity), local barbershops and salons. 2.
3. Factors Influencing Consumer Buying Behaviour Consumer buying behaviour is the study of how individuals, groups, or organizations select, buy, use, and dispose of ideas, goods, and services to satisfy their needs and wants. Several factors, often categorised, influence these decisions. 2.3.
1. Cultural Factors: These are the most basic determinants of a person's wants and behaviour.
Culture: The set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions. In Nigeria, culture dictates food preferences (e.g., demand for pounded yam, fufu), clothing styles (e.g., traditional attires like agbada, Ankara), and social gatherings (e.g., weddings, funerals) which in turn drive specific purchases.
Subculture: Groups of people with shared value systems based on common life experiences and situations (e.g., ethnic groups like Yoruba, Igbo, Hausa; religious groups like Christians, Muslims; age groups like teenagers, seniors). A product popular among urban youth may not appeal to rural elders. * Social Class: Relatively permanent