FTM 385 Exam 1.pdf - Consumer Behavior activities people...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Consumer Behavior: activities people undertake when obtaining, consuming and disposing of products and services.-> the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires Obtaining: how you decide what you want to buy, other products you consider buying where you buy, how you buy, how you transport home Consuming: how you use the product, how you store the product, who uses the product, how much you consume, how product compares to expectations. Disposing: how you get rid of the remaining product, how much did you throw away, how do you resell if you do, how to recycle Consumer Behavior Process Model: 1. Need recognition 2. Search for information 3. Purchase evaluation of alternatives 4. Purchase 5. Consumption 6. Post consumption evaluation 7. Divestment Market Segmentation: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and and organizational objectives, targeting a brand only to specific groups of consumers who share well defined and relative characteristics Demographic related Economically related Value related Environmentally Global perspective Consumption related Consumer Needs (Maslow’s Hierarchy): Physiological, safety, social, esteem, self-actualization Consumer Research methods: Collecting secondary data Primary research: (qualitative, quantitative) Primary v Secondary data: Primary Secondary purpose For problem @ hand For other problems process Very involved Rapid and easy cost high low time long short
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Qualitative data: is an unstructured exploratory research methodology based on small samples that provides insights and understanding of the problem setting, small number of non-representative cases, used for understanding rather than solving nature : To explore the nature, direction, opportunities To find the hidden/ unconscious motivations Methods Direct (undisguised): focus groups, depth interviews, lookin research (study of consumer center websites, blogs, etc.) Indirect (disguised): projective techniques--> role playing & third person, picture response & cartoon test, sentence completion, word association, metaphor analysis Quantitative data: is a research methodology that seeks to quantify the data and typically applies some form of statistical analysis, large number of representative cases, used to form final conclusions Methods Survey: info obtained by questioning Experiment: info obtained by measuring the subjects through manipulating variables
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern