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Unformatted text preview: Ch. 1 Consumer Behavior reflects the totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, and ideas by (human) decision-making units (over time). Ways of acquiring and offering Buying Trading Renting or leasing Bartering Gift Giving Finding Theft Borrowing Ways of disposing of an offering Finding a new use for it Getting rid of it temporarily Getting rid of it permanently Sales of products can increase by 1. using larger amounts of the product 2. using the product more frequently 3. using it for a longer period of time 4 affects of Consumer behavior 1. psychological core motivation, ability, and opportunity; exposure, attention, and perception; categorization and comprehension of information; and formation and change in attitude may form memories based on certain information, but choices will be based only on information retrieved from memory 2. process of making decisions problem recognition when you realize you have an unfulfilled need information search decision making (high effort decision) willing to invest a lot of time and exert mental and emotional energy in making it post purchase evaluation judge whether or not the decision was the correct one and whether to purchase the product again think about information, develop attitudes, and form memories 3. consumers culture culture refers to the typical or expected behaviors, norms, and ideas that characterize a group of people Reference Groups people whose values you share or whose opinions you value Age, gender, social class, ethnicity, family, friends, etc 4. consumer behavior outcomes symbols external signs of who we are Marketing an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders must understand what consumers value in order to effectively market a product or service the study of consumer behavior provides insights that help marketers design, deliver, and communicate appropriate offerings and strengthen relationships with consumers Cooperatives institutions in which consumers minimize costs and control marketing practices by acting as both owners and consumers Ch. 2 Primary Data collected for its own purpose (surveys, focus groups, or experiments) Surveys a written instrument that asks consumers to respond to a predetermined set of research questions (quantitative data) Focus Groups groups of 6 to 12 consumers to discuss an issue or an offering (qualitative) Interviews direct contact with consumers, more appropriate when the topic is sensitive, embarrassing, confidential, or emotionally charged Storytelling consumers tell researchers stories about their experiences with a product Photography and pictures Diaries Experiments...
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This note was uploaded on 03/20/2008 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Spring '08 term at Colorado.
- Spring '08