CONSUMER%20BEHAVIOR%20session%201

CONSUMER%20BEHAVIOR%20session%201 - 14/09/2009 CONSUMER...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
14/09/2009 1 CONSUMER BEHAVIOR (CB) SESSION 1 : Introduction K. Charry Objectives/Goals Understand why consumer behavior is essential/critical to marketing Understand, assimilate and be able to apply approriatly CB key concepts Develop and evaluate marketing programs and marketing strategies Using the key concepts Relating to other disciplines Content Introduction Overview : intent, relevancy, use, … Part 1 Decisions and individual decision making Motivation and involvement Personality, self, lifestyles and values Consumer perceptions Learning and memory Attitude formation and change Communication
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
14/09/2009 2 Content Part 2 : Consumer as member of community, a society, a cultural environment Influences of the reference group Influences of social factors Influences of culture Conclusion Practical matters Classes 4 theoretical sessions (3h each) 4 tutorials Case studies Team work Evaluation Participation (10%) Case study reports (20°%) and presentations (20%) Final exam (50%) Rules of the game C M Presence not mandatory Absent = your responsibility to keep posted Present = involved Tutorials Participation (10%) Case study reports (20°%)and presentations (20%)
Background image of page 2
14/09/2009 3 CB: Introduction Intent of CB studies Relevancy of CB studies Principles of CB studies Usage of CB studies Interconnections of CB studies CB: Introduction Intent of CB studies : Understand and predict CB CB= Activities undertaken by individuals and/or groups of individual when -willing to obtain -obtaining , -consuming and - disposing of products and services CB: Introduction -willing to obtain products and services
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 10

CONSUMER%20BEHAVIOR%20session%201 - 14/09/2009 CONSUMER...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online