Intro and research methods
Why try to understand consumers? What does it mean that marketing must
involve some reciprocal influence? Who might want to understand consumer
- Goal of Marketing is to
consumers. But, to influence consumers, marketers
must understand customers. Marketers are therefore
Must consider not just what
consumers prefer, but also consider why
consumers prefer it!
Reciprocal influence between marketers and consumers
When marketers try to influence consumers, what are the three types of
responses they can influence? Give an example of each.
- Product-related knowledge, beliefs, opinions, intentions
- Product-related emotions
- Product-related decisions and actions
When can marketers influence these responses?
Acquisition (Whether, what, why, how, when, where, how much, how often)
Post-acquisition (Use, disposal, re-purchase)
What must we understand to influence these responses?
Basic human abilities, limitations, and tendencies
Perception, attention, memory, comprehension, categorization, attitudes
Individual differences and personal factors
Motivation, needs, personality, demographics
Friends, family, group norms, culture