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Breakfasting on buying behaviour

10 Apr 2006

To help local marketers revisit buying behaviour, the Newspaper Advertising Bureau (NAB) will be hosting international brand performance authority Professor John Scriven, of the UK Marketing Science Centre, at three breakfast sessions, to be held in Johannesburg, Durban and Cape Town, towards the end of May 2006.

In addition, Noel Coburn, joint owner of Caxton CTP Publishers & Printers, will underscore the importance of Professor Scriven's work through a brief presentation outlining why consumer behaviour is the hot topic in marketing circles. He will draw on work he has presented internationally over the past few years.

"Emotion and memory are just two critical factors in buying behaviour," says Gill Randall, joint managing director of NAB. "Research shows, time and time again, that it is the consumer who is ultimately in control of purchasing decisions - not the brand manager, advertising agency, marketer or media planner."

"Professor John Scriven will discuss the topic 'Buying Behaviour Revisited'," she says. "The presentation will outline some of the well-established known patterns in buyer behaviour, and the importance of having widely based benchmarks not only to compare performance, but to generate reliable consumer choice behaviour."