Lecture Notes - Consumer Behavior Reflects the totality of...

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Consumer Behavior Reflects the totality of consumer decisions with respect to the acquisition, consumption, and disposition of an offering by (human) decision making units (over time) Dynamic process that can involve many people and many decisions Decision-Making Units Information gatherer, Influencer, Decider, Purchaser, User Consumer Behavior Reflects: Totality of decisions: Whether, What, Why, How, When, Where, How much/How often/How long About the consumption: Acquisition, Usage, Disposition Of an offering: Products, Services, Activities, Ideas By decision-making units: Information gatherer, Influencer, Decider, Purchaser, User Over time: Hours, Days, Weeks, Months, Years Model of Consumer Behavior Psychological core, Process of making decisions, Consumer’s culture, Consumer behavior outcomes Affects Consumer Behavior Consumer’s Culture, External Processes External Processes/Influences Diversity Reference Groups and Social Influences Psychological Core, Internal Consumer Processes Motivation, Ability, and Opportunity Exposure, Attention, and Perception Categorizing and Comprehending Information Forming and Changing Attitudes Forming and Retrieving Memories Decision Making Process Post-Decision/Purchase Evaluation Consumer Behavior Outcomes Adoption of Resistance to, and Diffusion of Innovations Symbolic Consumer Behavior
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Primary Data Data collected for its own purpose Secondary Data Data collected for a purpose that is then subsequently used in a different research project Survey Written instrument that asks consumers to respond to a predetermined set of questions Focus Group Groups of consumers usually in a lab to discuss an offering Led by a trained moderator Often used to get qualitative insight into consumers reaction to the offering Members influence each other Interview Involve direct contact with consumer Often more appropriate than focus groups when topic under study is sensitive, embarrassing, confidential, or emotionally charged Usually require trained interviewer Allows for more flexibility in the line of questioning Often recorded/transcribed to answers can be studied through qualitative/quantitative analysis Storytelling Qualitative Research method by which consumers are asked to tell stories about product acquisition, usage, or disposition experiences These stories help marketers gain insight into consumer needs and identify the product attributes that meet these needs Use of Photos and Pictures Qualitative Diaries Qualitative Experiments Quantitative Consumers randomly assigned to receive different “treatments”—shown different brand names
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture Notes - Consumer Behavior Reflects the totality of...

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