Consumer Behavior Class Session 1 Notes

Consumer Behavior Class Session 1 Notes - MKT 613 Consumer...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 1 (Jan. 10) Notes Slide: Course Objectives -Body Wash exercise How can we change the formulation, and make soap more appealing? What else do we need to do to make this more appealing? Why do people use body wash over other things? Because of commercials, maybe to be cool, no strong connection to a particular smell? *This is challenging because people often feel uncomfortable when questioned directly indeirect methods can often be more revealing. Also, consumers can be shifty and not forthcoming. Dnk what actually motivates us to purchase. Dnk cost Not 1 st brand of shower gel In reference to 2 nd bullet point (To become familiar with research tools to generate knowledge about customers), this is important to avoid confirmation bias. Slide: Course Materials -Reading Materials: can get e-versions, try Amazon -Support Materials: Ctools, can find 1 st weeks readings here Slide: Group Projects: 40%
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Consumer Behavior Class Session 1 Notes - MKT 613 Consumer...

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