JTED CURRICULUM WRITING PROJECT Professional Sales & Marketing

Consumer Behavior Lesson Title: Buying Decisions Lesson 4 of 4Duration: 50 minutes Teacher/Student Ratio: 1/30Lesson File Name: MAR-Consumer-Lesson4.doc

STANDARD & MEASUREMENT CRITERIA1.0 ANALYZE FACTORS THAT INFLUENCE CONSUMER BEHAVIOR

1.3 Analyze customer buying decisions

OBJECTIVES TERMINOLOGYStudent will be able to:

1. Define terms related to processes used for customer buying decisions.

2. Identify processes for customer buying decisions.

3. Explain processes for customer buying decisions.

4. Analyze customer buying decisions.

Extensive decision making – The process used when there has been little or no previous experience with an item Limited decision making – The process used when a person buys goods and services that he or she has purchased before but not regularlyRoutine decision making – The process used when a person needs little information about a product to make a decision because he or she buys it regularly

INTRODUCTIONTeacher shows slide 1 of PowerPoint MAR-Consumer-Powerpoint4.ppt. Teacher says, “Think of a product that you would need information on before you purchased it. Why do you need the information?” Teacher allows students one minute to think and calls on two non-volunteers.

After students share, teacher says, “Today we will discuss why customers make certain purchases.” Teacher goes to slide 2 to review the objectives of PowerPoint MAR- Consumer -Powerpoint4.pptSlide 2: Objectives

1. Define processes for customer buying decisions.2. Identify processes for customer buying decisions.3. Explain processes for customer buying decisions.4. Analyze customer buying decisions.

Teacher instructs students to select a partner and in their own words explain to their partner what they will do today. Teacher calls on one non-volunteer for each objective (four total). (3 minutes)

CONTENT

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TEACHER ACTIONS STUDENT ACTIONSDefine terms related to processes used for customer buying decisions

1. Teacher distributes three concept definition map handouts to students MAR- Consumer -Handout4a.doc. Show slide 3 of MAR- Consumer -Powerpoint4.ppt

Slide 3: Concept Definition Map

Teacher defines terms, ‘extensive decision making’, ‘limited decision making’ and ‘routine decision making’ and instructs students to complete concept definition map MAR- Consumer-Handout3a.doc.

1. Students use concept definition map MAR- Consumer -Handout4a.doc (two per student) to fill in and complete for each vocabulary word.

(10 minutes)

Identify processes for customer buying decisions

2. Teacher shows slide 4 of MAR- Consumer-Powerpoint4.ppt.

Slide 4: Please use your cards.Teacher distributes one set of decision-making cards to each student (MAR- Consumer -Handout4b.doc). Teacher instructs students to hold up the cards to identify the type of decision-making used for the product stated.

- Toothpaste (Routine)- Buying a first home (Extensive)- Buying a new cell phone (Limited)- Fast Food (Routine)- MP3 Player (Limited)- Socks (Routine)- Buying your first car (Extensive)’

Teacher discusses the factors that would impact the different decision making. Example- A computer purchase from someone who is tech savvy (limited) versus someone who does not work with computers (extensive).

2. Students will listen to product type and select the appropriate card from their decision-making card set MAR- Consumer -Handout4b.doc.

(4 minutes)

Explain processes for customer buying decisionsAnalyze customer buying decisions

3. Teacher shows slide 5 of MAR- Consumer -Powerpoint4.ppt.

Slide 5: Analyzing customer behavior

3. Student will use magazine and fill out Analyzing Customer Behavior handout MAR- Consumer -Handout4c.doc. Students will be prepared to share

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1) Review magazine and fill in data 2) Based on magazine data, make assumptions on customer data and behavior

Teacher provides one magazine and one Analyzing Customer Behavior worksheet MAR- Consumer-Handout4c.doc to each student. Teacher instructs each student to review the magazine, fill out worksheet and customer information. Teacher walks around to ensure each student is on task.At the end of the 25 minutes, teacher calls on two non-volunteers to share results. Teacher collects handout MAR-Consumer -Handout4c.doc.

their results.

(28 minutes)

CLOSURETeacher shows slide 6 of MAR- Consumer-Powerpoint4.ppt. Teacher directs the students to take out a piece of paper and complete the following sentences:

• I now understand . . .• I would like to know more about . . .• I need more help with . . .• I could teach someone else to . . .

Allow students three minutes. The students will share with a partner. The teacher calls on two non-volunteers and collects the summary. Teacher will review summary and make comments to turn back to students the following class period. (5 minutes)

SKILL ASSESSMENTThe student will use cards to identify buying decision making, complete the Analyzing Customer Behavior handout, and complete summaries on what they learned.

CONNECTIONSUnderstanding consumer behavior is essential to working as a salesperson.

SAMPLE END OF PROGRAM ASSESSMENT QUESTIONS1. The process used when a person needs little information about a product to make a

decision is what kind of decision making?a. reliableb. extensivec. limitedd. routine

2. What decision making process is used when there has been little or no previous experience with an item?a. reliable

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b. extensive c. limitedd. routine

EQUIPMENT ProximaComputer

MATERIALSSUPPLIES

- MAR- Consumer-Powerpoint4.ppt- MAR- Consumer –Handout4a.doc Concept definition map (3 per student)- MAR- Consumer –Handout4b.doc (1 set per student)- MAR- Consumer –Handout4b.doc (1 set per student)- Magazines (1 per student)

RESOURCES ACCOMMODATIONSHawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer Behavior: Building Marketing Strategy (9 ed.). McGraw-Hill.

Schneider Farese, L., Kimbrell, G., & Woloszyk, Ph.D., C. A. (2009). Marketing Essentials. Woodland Hills, CA: Glencoe.

ATTACHMENTSMAR- Consumer-Powerpoint4.ppt – Teacher PowerPoint MAR- Consumer–Handout4a.doc - Concept definition mapMAR- Consumer–Handout4b.doc – Buying decision card setMAR- Consumer–Handout4c.doc - Analyzing Customer Behavior Worksheet

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