...| | |Consumer Psychology and Research | Copyright © 2010, 2009, 2008 by University of Phoenix. All rights reserved. Course Description This course focuses on consumer behavior and marketing research. Topics include the cognitive processes underlying consumer choice, descriptive consumer characteristics, and environmental consumer behavior. This course emphasizes the implications of consumer behavior on domestic and global marketing communications. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. Course Materials Bagozzi, R. P., Gurhan-Canli, Z., & Priester, J. R. (2002). The social psychology of consumer behaviour. Philadelphia, PA: Pearson. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle...
Words: 1533 - Pages: 7
...Analyzing Buyer Behavior Instructions: In this scenario-based activity, you will need to review the scenario presented to you, your role in the process, and then read the viewpoints of the key employees that have been assigned to help you with this activity. Be sure to view the grading rubric at the bottom prior to proceeding to the activity. Your completed paper will be submitted to the Drop Box. Scenario Scenario Summary You are the new Vice President of Marketing for Graves Enterprises, makers of consumer and commercial grade floor care products. You have two marketing directors that report to you, each of who is in charge of either the consumer market or the commercial market. Graves Floor Care Products are currently priced comparable to their direct competitors in both markets. They are also distributed through the same distribution channels, although there is no real incentive for the distributors or retailers to carry Graves Floor Care's products over those offered by the competition. The sizes and packaging of Graves products and those of the competition are similar, yet there are distinct competitive differences that are not effectively promoted. Some differences include a unique, proprietary chemical cleaner that cleans "dry" (and does not clean "wet"), which helps to reduce mold. In addition, the Graves products reduce mold. Graves products utilize environmentally friendly chemistry, contain “Scotchgard” for continued stain protection. In addition...
Words: 1584 - Pages: 7
...both marketing and non-marketing students. It examines the environment within which organisations operate and the role of marketing within the organisation in order for students to be fully able to understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of ‘marketing’. Concepts central to an understanding of marketing are considered: 4 P’s (product, price, promotion and place), segmentation, targeting and positioning, services marketing and buyer behaviour. * Develop a basic understanding of the key concepts of marketing; & * Understand business functions and the engagement with micro and macro environments. 3. Format of delivery One hour lecture and one hour tutorial each week. 4. The StudyNet site for this module will be employed to post relevant and important information. Please check it regularly for lecture slides, tutorial and test materials, general news items, etc. 5. (a) Weekly programme:...
Words: 6577 - Pages: 27
...study iii) Objectives of the study iv) Scope of the study v) Research Methodology vi) Literature review vii) Limitation of the study CHAPTER-II Profile of Shwapna i) About shwapna ii) Organogram of Shwapna iii) Organogram of outlets iv) SWOT analysis , CHAPTER-II Research part i) Data collection ii) Data analysis and interpretations CHAPTER-IV i) Findings of research CHAPTER-V Recommendations & Conclusions i) Recommendations ii) Conclusion CHAPTER-Vi References CHAPTER-Vii Annexure(s) Questionnaire LIST OF GRAPHS & CHARTS 1. Customer s monthly income 2. Customers visit Shwapna 3. Purpose behind visiting Shwapna 4. Products mostly purchased by customers 5. Expenditure pattern of customers 6. Time spent by customers 7. Comparison of footfalls in weekdays and weekends 8. Customers’ preference of timing to visit Shwapna 9. List of products and purchasing products on an unplanned basis 10. Brand preference of customers in Shwapna. 11. Comparison of brand preference on different product category 12. Mode of payment of customers in Shwapna. 13. Comparison of factors which encourages customers to come 14. Services of the sales personnel in Shwapna 15. Customers’ mode of transport to Shwapna 16. Parking space availability in Shwapna CHAPTER...
Words: 5305 - Pages: 22
...Devry BUSN 319 Entire Course-Latest 2015 August All Discussions All Quizes You Decide And Course Project And Final IF You Want To Purchase A+ Work then Click The Link Below For Instant Down Load http://www.hwspeed.com/Devry-BUSN-319-Entire-Course-latest-2015-August-20999585647.htm?categoryId=-1 IF You Face Any Problem Then E Mail Us At JOHNMATE1122@GMAIL.COM Question discussions week 1 Strategic Marketing Process? (graded) How do the goals set for the marketing program in the planning phase relate to the evaluation phase of the strategic marketing process? What would you do with the results of the evaluation if: a) you exceeded your goals? b) you fell short of your goals? Environmental Scanning (graded) Environmental scanning is critical to acquire information on events occurring outside of the organization. For example, in 2009, the U.S. economy faltered and the unemployment rate rose. As a result, dollar (type) stores flourished. The poor economic trend actually became a huge opportunity for an entire retail segment. Select one of the five environmental forces (social, economic, technological, competitive, and regulatory), discuss an actual trend that fits into that particular environmental force, and provide an accompanying marketing opportunity week 2 Consumer Behavior (graded) The purchase decision process can vary greatly in terms of the time required from the moment a need is perceived until the actual purchaseevent. Provide an...
Words: 2553 - Pages: 11
...MKTG 201– Principles of Marketing Spring 2014 Instructor | Shoaib Ul-Haq | Room No. | 4th floor, 440, SDSB Building | Office Hours | By appointment | Email | shoaib.haq@lums.edu.pk (the preferred method of contact) | Telephone Extension | 5226 | Secretary/TA | Secretary: Ms. Nabeela | TA Office Hours | | Course URL (if any) | LMS | Course Basics | Credit Hours | 4 | Lecture(s) | Nbr of Lec(s) Per Week | 2 | Duration | 1 hour 50 minutes each | Recitation/Lab (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Tutorial (per week) | Nbr of Lec(s) Per Week | N/A | Duration | N/A | Course Distribution | Core | | Elective | Yes | Open for Student Category | Seniors, Juniors, Sophomores, Freshmen | Close for Student Category | | Course Description | Marketing helps in meeting the local and global challenges facing different organizations throughout the world. This course introduces, to the students, the fundamentals of marketing such as key concepts, theories, and applications along with emerging marketing trends which are an integral part of managing profitable customer relationships and are essential to any successful organization. The goal of every marketer is to create more value for both internal and external customers. This course will enhance students’ knowledge and problem solving abilities towards Marketing related issues using customer-centric approach. | Course Prerequisite(s) | None | Course...
Words: 2574 - Pages: 11
...hunger etc.) The buyer will first recognise or notice the problem or need such as being hungry and then reacts to the influence of food such as a freshly baked pizza etc. If the need is strong then the buyer will float to the buying stage and if not then they will go onto the information stage. Information search: consumers or buyers will gain information from: * Personal sources - family, friends etc * Commercial sources – sales staff, packaging of product etc * Public sources – newspapers, radio etc * Experimental sources using the product, examining the product etc Evaluation of alternatives: * From the information gathered the consumer/buyer needs to determine how involved they are in purpose to the individual customer and its personal importance. * High involvement = high expenditure ( e.g. is buying a house or getting a mortgage) * Low involvement = low personal risk ( e.g. buying a sweet or chocolate) Purchase This is when the customer actually makes the decision to buy the product or service. Sometimes the decision can be influenced by things such as ‘try before you buy’ or free trials. Post purchase evaluation What did you make/think of this? This is an estimation or opinion made by the customer/buyer after the purchase. The buyer assesses the product or service if it has met all his requirements such as does it perform well, is it good value for money how was the customer service was it acceptable or not etc. (From...
Words: 3870 - Pages: 16
...Summary of Marketing Week 1: Chapter 1+8 and 4 Week 2: Chapter 5 and 6 Week 3: Chapter 9 and 10 Week 4: Chapter 3 Week 5: Chapter 11+12, 13 and 14 Week 6: Chapter 15 and 16+18 Week 7: Chapter 19 and 20 Chapter 1 - Marketing now Chapter 3 - Strategic marketing Chapter 4 - The market environment Chapter 5 - Consumer markets Chapter 9. Segmentation and positioning. Chapter 10. Competitive strategy. Chapter 15. Integrated marketing communications strategy. Chapter 19 - Managing market channels - Place Chapter 1 - Marketing now Definition: a social and managerial process by which individuals and group obtain what they want through creating and exchanging products and value with each others. or the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Old, “telling and selling”. Now, satisfying customer needs. Selling happens after product is produced, marketing starts much earlier and helps determining whether a profitable opportunity exists. “The aim of marketing is to make selling unnecessary.” Marketing process: create value for customer 1) Understand customer needs and wants 2) Design a customer-driven strategy 3) Construct an integrated marketing programme that deliver superior value 4) Build profitable relationships and create customer delight capture value from customer 5) Capture value from customer to create profits and customer equity ...
Words: 7242 - Pages: 29
...here ECO 550 All Discussion Questions ECO 550 Week 1 DQ1 Managerial Economic Decision Making" Please respond to the following: From the e-Activity, assess how business leaders use managerial economics to make business decisions indicating how profits may be impacted. Analyze the principal-agent problem to determine how the relationship could be less adversarial. Provide support for your rationale. ECO 550 Week 1 DQ2 "Fundamental Economic Concepts" Please respond to the following: Pick a recently released good or service. Then, determine the factors that must be evaluated regarding the product’s supply and demand. Analyze how these factors impact the decision to supply the product indicating the significance of each in the decision-making process. Using the same product example above, analyzing how the risk tolerance factors play in supplying the good or service and how this should influence management’s decisions ECO 550 Week 2 DQ1 "Demand Analysis" Please respond to the following: From the e-Activity, if you were a manager in a tobacco company, analyze the elasticity of demand for tobacco products. Evaluate the factors involved in making decisions about pricing tobacco products indicating which would be the most influential. Using the same scenario above, discuss how the elasticity influence the short-term and long-term decisions of the company and the impact to the decision made related to profitability. ECO 550 Week 2 DQ2 "Estimating Demand" Please respond to the...
Words: 1799 - Pages: 8
...MKT 348 CONSUMER BEHAVIOR PROJECT GUIDELINES General Overview All students must complete a consumer behavior project that will be due at the end of the semester. The purpose of this project is to provide you with the opportunity to: * Examine a specific consumer behavior in detail as experienced/practiced by consumers personally and directly * Gain experience in collecting and analyzing primary consumer data * Apply some of the important concepts and knowledge acquired in the course to derive practical, managerial insights about the behavior you have examined * Work through differences of opinions, work habits, schedules, and so on characteristic of a group dynamic to produce a quality final report Group Formation Students must complete the project in self-selected as opposed to professor assigned groups of 4 students. These groups should be formed as early as possible (as soon as the enrollment stabilizes around the third week of the semester). Groups must elect one designated member, who will be responsible for all project online submissions/uploads. For the most part of the semester, you will need to meet outside the class to work on project-related tasks. Additionally, to ensure that you have adequate time to meet with your group to work on the project, three project workshop days (refer to syllabus) have been scheduled during class time. Topic Selection Although your group can pick the project topic, you are strongly encouraged to...
Words: 2974 - Pages: 12
...Devry BUSN 319 Entire Course-Latest 2015 August All Discussions All Quizes You Decide And Course Project And Final IF You Want To Purchase A+ Work then Click The Link Below For Instant Down Load http://www.hwspeed.com/Devry-BUSN-319-Entire-Course-latest-2015-August-20999585647.htm?categoryId=-1 IF You Face Any Problem Then E Mail Us At JOHNMATE1122@GMAIL.COM Question discussions week 1 Strategic Marketing Process? (graded) How do the goals set for the marketing program in the planning phase relate to the evaluation phase of the strategic marketing process? What would you do with the results of the evaluation if: a) you exceeded your goals? b) you fell short of your goals? Environmental Scanning (graded) Environmental scanning is critical to acquire information on events occurring outside of the organization. For example, in 2009, the U.S. economy faltered and the unemployment rate rose. As a result, dollar (type) stores flourished. The poor economic trend actually became a huge opportunity for an entire retail segment. Select one of the five environmental forces (social, economic, technological, competitive, and regulatory), discuss an actual trend that fits into that particular environmental force, and provide an accompanying marketing opportunity week 2 Consumer Behavior (graded) The purchase decision process can vary greatly in terms of the time required from the moment a need is perceived until the actual purchaseevent. Provide an...
Words: 2553 - Pages: 11
...1. ABSTRACT Consumer behavior refers to a discipline dealing with how and why consumers purchase (or do not purchase) goods and services (Schiffman, 2011). I did the qualitative analysis for this research. This report expounds an interview of two consumers who purchased 5D Mark II recently, and sorts the answers into five decision-making process steps (Problem recognition; search for information; evaluation of alternatives; outlet selection and product purchase; post purchase processes including customer satisfaction and consumer loyalty) (Quester, et al. 2011), and compare the differences in response and behavior between the two interviewees. In addition, this report discusses ‘consumers prefer choose known brand’ and the factors influenced consumers’ behavior. 2. BODY 1. Background Information I select Canon DSLR (Digital Single Lens Reflex) 5D Mark II as marketing research object. [pic] Back in August 2005 Canon 'defined a new DSLR category' (their words) with the EOS 5D. Unlike any previous 'full frame' sensor camera, the 5D was the first with a compact body (i.e. not having an integral vertical grip) and has since then proved to be very popular, perhaps because if you wanted a full frame DSLR to use with your Canon lenses and you didn't want the chunky EOS-1D style body then the EOS 5D has been your only choice (Don & Askey, 2009). Three years on and two competitors have turned up in the shape of...
Words: 2629 - Pages: 11
...Phoenix. All rights reserved. Course Description This course prepares students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality. The discussion question points are now combined with the...
Words: 2738 - Pages: 11
...students to apply marketing concepts to create and sustain customer value. Students learn to solve marketing problems in a collaborative environment. Topics include market research, customer relationships, branding, market segmentation, product development, pricing, channels, communications, and public relations. Students may find it beneficial to refer to concepts learned in Economics. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class...
Words: 2796 - Pages: 12
...Research Background 1 Culture Research 1 1. Consumer Culture: Nail Preference Culture 1 2. When and where were the observations/interviews done? 1 3. Consumer List 2 4. Consumer theory Analysis 2 5. Observation Outline and Question List for Interview. 7 6. Who is the target of this culture? (Both demographic and psychographic profile of the individuals) 7 7. Group Members and their contribution to the project 8 Appendix I 9 Nail Preference Culture of Female Consumers Research Background Since marketers successfully promote the slogan “It is women’s nature to be beauty”, it seems also well-explained a phenomenon why in current market female consumer exists huge growth potential to marketers to pay attention to it. In this research project, we are trying to explore the nail preference culture of female consumers and understand their potential behavior motivations. In order to get practical information from this group of consumers, we interviewed some consumers in Nail D’Amour nail salon store as well as its nail specialist. In addition, we used value – Utilitarian Value/Hedonic Value, Motivation – Maslow’s Hierarchy of Needs, and Decision Making Process Model these three theories to explain behavior and motivations of these consumers. According to the interviewing results, we found that this group of consumers love doing nail is mainly due to its Hedonic value which satisfies consumers’ emotional demands to make them happier, prettier...
Words: 3400 - Pages: 14
