DM 272 1st Edition Lecture 4Outline of Last Lecture I. Types of Empirical ResearchII. Quantitative ResearchIII. Qualatative ResearchOutline of Current Lecture I. Consumer Behavior-Role TheoryII. Marketers and Consumer BehaviorIII. The Underlying Principles of Consumer BehaviorIV. How to Develop Good Consumer Research QuestionsCurrent LectureConsumer 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 sovereigno Power and authority - The consumer is globalo 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 rightso The consumer bill of rights1. The right to safety2. The right to be informed3. The right to choose4. The right to be heard5. The right to a clean environment6. Poor and minorities have their interests protectedHow 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 specifico 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
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