ch. 1-8 - Chapter 1 Understanding Consumer Behavior...

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Chapter 1 – Understanding Consumer Behavior Consumer behavior – reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, and ideas by (human) decision-making units (over time). Ex) whether to watch a certain television programs (and for how long) and the use of time in ways that show who we are and how we are different from others Offering- product, service, activity, or idea offered by a marketing organization to consumers Marketers are intensely interested in consumer behavior related to using and disposing of an offering: Acquiring- process by which a consumer comes to own an offering o Buying, Trading, Renting/leasing, Bartering, Gift giving, Finding Using- consumer uses an offering, at the very core of consumer behavior o Cars become mini homes- have phone, TV, radio… Disposing- how consumers get rid of an offering o Find new use for it o Getting rid of it temporarily o Getting rid of it Permanently The Psychological Core: Internal Consumer Processes Motivation, Ability, Opportunity Exposure, Attention, Perception Knowing and Understanding Attitude Formation Memory and Retrieval Chapter 2 – Developing and Using Information About Consumer Behavior
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Primary data- data collected for its own purpose Qualitative o Introspection- self-observation, self-examination and self-reflection o Observation- to gain insight into potentially effective product, promotion, price, and distribution decisions o Depth interviews-more appropriate than focus groups when topic is sensitive, embarrassing, confidential, or emotionally charged. Provide more in-depth data than surveys when researcher wants to “pick consumers’ brains” o Focus groups-brings together groups of 6 to 12 consumers to discuss an issue or an offering Quantitative o Surveys-written instrument that asks consumers to respond to a predetermined set of research questions. o Panels- research behaviors of large numbers of respondents o Experiments (field or lab)- used to determine whether certain marketing phenomena affect consumer behavior. Secondary data- collected by an entity for one purpose and later used by another entity for a different purpose such as a research project Ex) After government collects census data for tax purposes, marketers can use the results as secondary data to estimate the size of markets in their own industry General Rule of Thumb: Collect secondary data first, then turn to primary data Advantages of secondary data: Time savings, Low costs Disadvantages of secondary data: May be out of date Definitions or categories might not be what you’re looking for
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Might not be specific enough for your project Look over p. 31-44 Chapter 3- Motivation, Ability, and Opportunity 4 P’s Product Placement Promotion Price Motivation - The process that leads us to behave the way we do - Driven by Needs -
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This note was uploaded on 02/21/2011 for the course MKTG 351 taught by Professor Ashwani during the Fall '10 term at South Carolina.

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ch. 1-8 - Chapter 1 Understanding Consumer Behavior...

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