消费者行为和心理复习大纲1.pptVIP

Introduction Types of Exam Multiple choice (1*20) 单项选择 True or False (1*10) Fill in the blanks (10) Essay questions (3 questions, 30%)Key points: 不要答成填空题。若10分，根据要求，尽量答7-10个要点。 Case analysis ((3 questions, 30%)Key points：先把相关理论找出、解释，并用理论解释案例。若10分，根据要求，尽量答7-10个要点。 Discussion topic Identify two recent purchases of your group members: one considered to be a typical high involvement purchase and the other a low involvement purchase. Using your knowledge of consumer behavior, discuss the decision making process that appears to be associated with each type of decision (include in your discussion the factors that seemed to influence the discussion). Chapter 1 Introduction to Consumer Behavior Consumer Behavior The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. The Marketing Concept To be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition. Consumer Research Segmentation Consumer Research Paradigms Quantitative Research Descriptive in nature. Enables marketers to “predict” consumer behavior. Research methods include experiments, survey techniques, and observation. Findings are descriptive, empirical and generalizable. Qualitative Research Consists of depth interviews, focus groups, and projective techniques. Administered by highly trained interviewer-analysts. Findings tend to be subjective. Findings not usually generalizable. Small sample sizes. Combining Qualitative and Quantitative Research Findings The research paradigms are complementary in nature. Produce a richer and more robust profile of consumer behavior than either research approach used alone. Quantitative Data Collection Methods Qualitative Data Collection Methods Chapter 4 Consumer Motivation What is Motivation? Types of Needs Innate Needs Physiological (or biogenic) needs that are consid