CSU DM 272 - Chapter 1: Continued (3) (2 pages)
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Chapter 1: Continued (3)
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Consumer Behavior
- Lecture number:
- 4
- Pages:
- 2
- Type:
- Lecture Note
- School:
- Colorado State University- Fort Collins
- Course:
- Dm 272 - Consumers in the Marketplace
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Unformatted text preview:
DM 272 1st Edition Lecture 4 Outline of Last Lecture I Types of Empirical Research II Quantitative Research III Qualatative Research Outline of Current Lecture I Consumer Behavior Role Theory II Marketers and Consumer Behavior III The Underlying Principles of Consumer Behavior IV How to Develop Good Consumer Research Questions Current Lecture Consumer Behavior Role Theory The sociological perspective of studying consumer behavior Consumer behavior resembles actions in a play o Each actor will have his her lines props and costumes necessary to put on a good performance People act out many different roles or alter consumption decisions based on a particular play they are in at the time Marketers and Consumer Behavior Market segmentation and consumer behavior Criticism marketers convince consumers they need many material things o Do you think marketers manipulate consumers o Do you think marketers create artificial needs The Underlying Principles of Consumer Behavior The consumer is sovereign o Power and authority The consumer is global o Cultural regional differences Consumers are different Consumers are alike These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Careful market segments The consumer has rights o The consumer bill of rights 1 The right to safety 2 The right to be informed 3 The right to choose 4 The right to be heard 5 The right to a clean environment 6 Poor and minorities have their interests protected How to Develop Good Consumer Research Questions Choose a proper issue or a topic that might be of your interest Keep the purpose in mind From general to specific o What do consumers consider when buying apparel products o Among the factors of styling fit price and fabrics which one is the most important factor for consumers to consider when buying jeans o How do consumers react
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DM 272: MIDTERM
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