ESSENTIAL COURSE OBJECTIVES
3/22 Group Day
4/19 All Projects
Subcultures: groups within society
Demographic based: Ethnicity, Race, Age
Other: Religious or Region
Gain a basic understanding of the
subject (e.g. factual knowledge,
methods, principles, generalizations,
Learning to apply course material (to
improve thinking, problem solving, and
Culture & Rituals
The Concept of Culture
The accumulation of shared meanings, rituals,
norms, and traditions among the members of
an organization or society.
A societys personality
Culture is pervasive and influences all
Consumer Decision Making
Consumers approach same purchase situation from different perspectives due
to levels of involvement
Ways of choosing and evaluating products vary widely (cognitive, habitual,
Research Design, Data Collection, Data Analysis,
Writing up Insights
Consumer Behavior Research
and Marketing Strategies
Improves the organization's understanding of
the consumer and theirs needs/wants
Aid in segmentation/identify
The Social Power of Groups
Social power: capacity to alter the
actions of others
Classifications of power:
An actual or imaginary ind
Consumer and Social Well Being
Ethics and the Consumer
Business ethics: rules of conduct
that guide actions in the
Varies among people, organizations,
Many CB issues have ethical
Multitude of Ethica
An Overview of the Perception
Interpretation: The meaning that we
assign sensory stimuli.
Interpretation, Meaning, and Signs
Semiotics: Field of study that
examines the correspondence between
signs and symbols a
What is Consumer Behavior?
The Domain of Consumer Behavior
What is a consumer?
MICRO CONSUMER BEHAVIOR
involves many different
MACRO CONSUMER BEHAVIOR
Motivation & Personality
The Motivation Process
Motivation: is the reason for behavior.
It occurs when a need arises that a
consumer wishes to satisfy.
Jung: The unconscious is divided into pers
What is an attitude?
A lasting, general evaluation of people (including oneself),
objects, advertisements, or issues
Attitudes toward marketing
Attitude toward the product
Attitude toward the ad
Attitude toward the brand
What is Persuasion?
Persuasion: An active attempt to change attitudes
What are the characteristics of the target market?
Who will be the source of the message?
How should message be constructed?
What media will transmit the message?