QUESTIONS 1
lIndividual Paper Three
Consumer Buying Behavior Paper Three
Objectives:
• Be acquainted with personal, social and situational factors affecting consumer purchase decisions;
• Understand how these influences can be measured;
• Be aware of various aspects of consumer decision making; and
be able to assess the practical significance of what has been learned about consumer behavior
We attempt to understand:
The impact of purchase involvement on consumer decision making.
The various of kinds of decision models used by consumers
How to develop marketing strategies on consumer information search patterns.
The primary attributes consumers use in selecting retail outlets and how to build marketing strategies based on this knowledge.
How research and consumer behavior is used in market analysis.
How is culture influential in terms of consumer behavior?
What are the assumptions about the nature of society that play a role in marketing decisions?
What is the role of demographics in influencing consumer behavior?
How consumption decisions are made with the household unit?
The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.
How to use learning and memory theories to develop product positioning strategies.
Understand the nature of personality, motivation and emotion and the role they play in the consumption process.
How attitudes are used to segment markets.
Project Description:
During the course of the semester, you will write up three specific buying behavior situations you have encountered and describe in detail the rationale behind the purchase.
Your papers will describe the following items:
1) Decision making process including the explanation of alternatives
2) Attitudes towards the product, the store, the purchasing situation
3) Affect, cognition, and behavior as they resulted in the buying situation
4) Perception and reality towards the product, the store, the purchasing situation
5) Attention: what first got your attention of the product and why
6) Memory, retention, and learning as it impacted your selection of the product
7) Motivation towards securing the product
8) Personality: how did your personality relate to the selection of the product
9) Involvement: high, low, or medium and how this impacted the selection of the product
10) Intentions: what was your original intention and how and why did it differ from the final purchase
11) Knowledge: what internal knowledge did you have of the product and how did this impact the purchase decision
12) Judgments: Did you have any inherent biases regarding the product, the store, or the situation that reflected itself in the ultimate buying situation?
The more material you can integrate from the lectures and chapters in the book and other related materials, the higher the grade. It is suggested you pace yourself by answering one item per week.
Project Three: The third product will be a product you buy rarely (once every few years or once in a lifetime) with a purchase price exceeding $10,000
Attachment:- Consumer Decision.rar