class2 importance
TRANSCRIPT
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Introduction to Consumer
Behavior
What is Consumer Behavior (CB)?
Definition
Model of CB + Course Layout
Why is CB important?
Illustrative examples
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What is Consumer Behavior?
Those activities directly involved in
obtaining, consuming, and disposingof products and services, including
the decision processes that precede
and follow these actions
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Note that definition says
CB = Entire Decision process Not just how you choose a brand
What happens in your mind before you buy: What makes you like the brand? (advertising, friends
opinions, family influence)
What makes you remember brand information you see inan ad (memory issues?)
Also: what happens after you buy Are you satisfied/dissatisfied?
So, a large part of CB = mind of consumer!
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Course Layout
Introduction (I)
Types of Decision Making
Complex Decision Making (II) Habit and Low Involvement Decision Making (III)
Individual Consumer/Information Processing(IV)
How the Consumer Makes Sense ofInformation/what goes on inside the ConsumersMind: Attention, Perception, Memory Attitudes
Environmental Influences (V) Family, Culture, etc.
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Next, some importantannouncements
(after that, importance of CB and
examples)
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Introductory Comments for
Mark242: Consumer Behavior
Announcement: Class is overbooked!
No more quotas can be added!!
If you have special requests (e.g., double major; need thecourse to graduate), please DONT contact me
Contact: Roxanne Lau ([email protected]); 2358-7711 But requests such as swapping sections, jumping waiting list
etc. cannot be accommodated
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Announcements
Readings for Next Class:
Involvement (Assael: pg. 65-75)
Problem Recognition/Need Arousal
Handout (please read!)
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Announcements
GROUP LIST NEEDED BY FEB 19th:
name; student id; email
Send by email: [email protected]
FEB 12th: Individual details (3 x 5 card)photo; name; id; email
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Quiz Dates: Tentative Q1: Feb 26 Q2: March 18th (7-8pm) OR March 19th 6-7pm
Holidays start on March 20th
Q3: April 10 Q4: May 29
Time: 7-8 pm Any clashes (e.g., class during the same time)? Note: having another quiz on the same day will
not count as a clash
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Research Participation (2%) Required by department for all
Marketing core courses
Participation in 2 expts of 1 hour each
Complete instructions are available on
the course webpage
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COMING BACK TO LASTTOPIC FOR TODAY
Importance of studying Consumer
Behavior.
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Successful Marketing Tactics
are Based on KnowingConsumer Behavior.
Unsuccessful Tactics Are A Result
of Ignoring the Consumer
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Example 1
The Logo of Giordano is Much Biggerin mainland China than Hong Kong
Why??
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Example 2
Marketers sometimes sell productsbelow cost. This guarantees a loss
McDonalds Ice-cream for 1 dollar.
Why do they do this?
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Example 3
Marketers often price an item as x.99
A 3-pack of soap: 10.99
Why not 11?
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Example 4
Dim Lighting in upscale restaurants
Why?
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Example 5.
In the US, the Marlboro cowboy isusually shown alone
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Example 5.Continued
In the US, the Marlboro cowboy isusually shown alone
In Japan, the cowboy is shown in agroup
Why?
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Example 6
Coca-Cola was a big failure when it wasfirst introduced in mainland China
Why?
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Example 7
McDonalds in India: no beef in theirhamburgers!
Why?
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Example 8
During periods when consumers are notshopping much (e.g., bad economy), store
managers often play slow music within stores
During busy periods (e.g., holiday season),fast music is played
Why?
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Example 9
Mercedes-Benz sponsors certain sports
Which types does it sponsor? Whichdoes it not sponsor?
Why?
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Example 10
Commercials for San Miguel Beer (O&M)
Do you think these ads are good orbad?
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Example 11
The Levis brand name stands for whichproduct??
Yet, in the 1980s, Levis introduced a verydifferent kind of pantcalled Dockers
Loose, semi-formal
Why?
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Thats all for today!!
See you next Tuesday
Kung Hei Fat Choi!!
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