Understanding Consumers-Class 1

Understanding Consumers-Class 1 - WelcometoMark529...

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    Welcome to Mark529:  Understanding Consumers Professor:  Jaideep Sengupta  PhD: UCLA   MBA; BTech (Electrical Engg)  Prior teaching (MBA’s and E-MBA’s) HKUST; Shenzhen Kellogg-UST EMBA  UCLA Columbia Indian School of Business Moscow School of Management (SKOLKOVO) Have taught several different courses Consumer Behavior; E-commerce; Advertising Main area = consumer psychology (also focus of my research)
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    Contact Info Office: 4359 (Lifts 17/18); Telephone: 7718 Email:  [email protected] Office hours:  most times are fine Just send me an email ahead of time Website for lecture notes etc:    http://lmes2.ust.hk Outline available there already Course packet available with MBA office
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    Today… Admin details Case discussion:  New Coke Break A Model of Consumer Behavior
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    Admin Stuff…Course  Description Understanding Consumers’ Behavior Definition of Consumer Behavior Those activities directly involved in obtaining,  consuming, and disposing of products and  services,  with special emphasis on the mental  processes that precede and follow these actions Mental processes important E.g., not just what brand/ad we like or dislike, but  why we  like or dislike it… 2 illustrative examples which highlight the importance of  understanding mental processes…
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  • Fall '10
  • Jaideep
  • Consumer Psychology, Shenzhen Kellogg­UST EMBA  UCLA Columbia Indian School of Business Moscow School of Management, Admin details Case

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