Consumer behavior-Thin slides.pdf - Consumer Behavior Instructor Dr Zahra Sharifonnasabi([email protected] Re-Cap The Market Research Process

Consumer behavior-Thin slides.pdf - Consumer Behavior...

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Consumer Behavior Instructor: Dr. Zahra Sharifonnasabi ( [email protected] )
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Re-Cap: The Market Research Process 2 5. Presenting the findings Overall conclusions to be presented 4. Analysing the information Statistical manipulation of the data collected (e.g. regression) or analysis of qualitative data 3. Collecting the information Information is collected according to the plan 2. Developing the research plan Decide on - budget - data sources - research approaches - research instruments - sampling plan - contact methods Steps Distinguish between the research type needed e.g. - exploratory - descriptive - causal 1. Defining the problem and objectives
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Re-Cap: Interview Goal: identify consumer motivations behind their choices. Constantly asking why something is important to him/her. Link attributes of products to benefits and then to personal values: Product Attributes : features of the advertised brand Consequences/Benefits : what the consumer hope to receive/avoid when consuming the product, e.g., convenience, safety, speed, etc... Values: Beliefs about what’s important in life. Emotional benefits of using something, e.g., public image, feeling good about self, have a healthy social life,… 3
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Re-Cap: Probing Techniques in Interview Tip #1: Helping informant to imagine a real situational context Tip #2: Helping informant to imagine a situation of lacking an attribute Tip #3: Helping informant to imagine a situation from a third-person perspective Tip #4: Helping informant to try to come up with a more appropriate answer through silence/communication check technique. 4
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Let’s talk about consumer behavior…
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Why Should We Study Consumer Behavior? Filed of psychology Filed of sociology
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Influences on Consumer Decisions
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Individual influencers on consumers’ behaviors…
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Does it always work like that? Motivation is an internal state that drives us to satisfy needs. Once we activate a need, a state of tension exists that drives the consumer to some goal that will reduce this tension and eliminate the need. Reasons for consumption: Means-ends chain (discussed last week) Motivation and Needs
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Myers-Briggs Personality Types
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Individual Influencers on Consumer’s Behavior--Some Key Concepts 1. Perception 2. Learning 3. Habit
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Perception Perception is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.
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  • Spring '09
  • NANCYPANOSSCHMITT

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