Book_Chapter_Notes - Chapter 1 Notes: Introduction to...

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Chapter 1 Notes: Introduction to Consumer Behavior Consumer behavior involves: Products Acquisition—process by which a consumer comes to own an offering Services Usage—process by which a consumer uses an offering Activities Disposition—process by which consumers get rid of a previously acquired offering Ideas Consumer behavior involves many people: Information gatherer Influencer Decider Purchaser User 4 main domains affect consumer behavior: 1. Psychological core (Internal processes)—consumers must have knowledge b4making decision Motivation Exposure, perception, and attention Learning Attitudes-- Personality, values and lifestyle 2. Decision making process Problem recognition—occurs when we realize we have an unfulfilled need Information search Alternative evaluations Decision Post-decision evaluation—allows customers to judge if they made the right choice 3. Sociocultural influences (External processes) Reference groups and opinion leaders Household influence Social class Culture Subculture 4. Consumer behavior outcomes Diffusion of ideas, products, and services through a market Who benefits from the study of consumers? Marketing managers
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Public policy makers/ regulators Consumers Chapter 2 Notes: Developing and Using Information Types of data: Primary—data collected for its own purpose; originated from… Secondary—collected for… Variable : entity that is studied or that varies in a research projects. Consumer behavior research methods include: Surveys Experiments Focus groups Field experiments Interviews Conjoint analysis Storytelling Observations Use of photos and pictures Purchase panels Diaries Database marketing Market Test ( field experiment ): Studies the effectiveness of one or more elements of the marketing mix evaluating sales of the product in an actual market (e.g., a specific city) Who conducts consumer research? Developing a customer-oriented strategy: How is the market segmented? How profitable is each segment?
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What are characteristics of consumers in each segment? Are customers satisfied with existing offerings? Target and positioning: Select the target market Positioning Developing products/services: What ideas do consumers have for new products? What attributes can be added or changed in existing offerings? What should offering be called? Making promotion decisions: What are advertising objects? What should advertising look like? Where should advertising be placed? When should we advertise? Has advertising been effective? What about promotion objectives and tactics?
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This note was uploaded on 02/10/2010 for the course HADM 3347 taught by Professor Lynn during the Fall '09 term at Cornell University (Engineering School).

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Book_Chapter_Notes - Chapter 1 Notes: Introduction to...

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