|
Week |
Subject |
Related Preparation |
| 1) |
Introduction to Consumer Behavior:
Consumer Behavior and Consumer Research
What is consumer behavior
Why study consumer behavior
Evolution of consumer behavior
How do you study consumers
Underlying principles of consumer behavior
Challenges for the future
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| 2) |
Creating Marketing Strategies for Customer - Centric Organizations
The century of the consumer
From marketing analysis to marketing strategy: Where does consumer behavior Fit
Customer loyalty and retention strategies
Global marketing strategy
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| 3) |
Consumers Decision Making:
The Consumer Decision Process
The consumer decision process
Variables that shape the decision process
Types of decision process
Factors influencing the extent of problem solving
Diagnosing consumer behavior
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| 4) |
Pre-purchase Process: Need Recognition, Search, and Evaluation
Need recognition
Search
Pre-purchase evaluation
Purchase
To buy or not to buy
Retailing and the purchase process
Determinants of retailer success or failure
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| 5) |
The changing retail landscape
Purchase behavior in the e-commerce revolution
Consumer resources: What people spend when they purchase
Post-purchase Process: Consumption and Post – Consumption Evaluations
Consumption
Post-consumption evaluations
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| 6) |
Individual Determinants of Consumer Behavior
Demographics, Psychographics, and Personality
Analyzing and predicting consumer behavior
Changing structure of consumer markets
Changing age distribution in the United State
Changing geography of demand
Economic resource
Global market opportunities: Reacting to slow-growth market conditions
Global market demographics and attractiveness
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| 7) |
The influence of individual differences on consumer behavior
Personality and consumer behavior
Personal values
Lifestyle concepts and measurement
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| 8) |
Consumer Motivation
Types of consumer needs
Motivational conflict and need priorities
Motivational intensity
The challenge of understanding consumer motivation
Motivating consumers
Consumer Knowledge
The importance of consumer knowledge
Types of consumer knowledge
Sources of consumer knowledge
The benefits of understanding consumer knowledge
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| 9) |
Consumer Beliefs, Feelings, Attitudes, and Intentions
Consumer beliefs
Consumer feelings
Consumer attitudes
Consumer intentions
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| 10) |
Environmental Influences on Consumer Behavior
Culture, Ethnicity, and Social Class
What is culture
How culture affects consumer behavior
How core values affect marketing
Changing values
National culture
Ethnic microcultures and their influences on consumer behavior
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| 11) |
Family and Household Influences
The importance of families and households on consumer behavior
Who determines the family buys
Family life cycle
Changing family and household structure
Changing roles of women
Changing masculine roles
Children and household consumer behavior
Research methodology for family decision studies
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| 12) |
Group and Personal Influence
Group and personal influences on individual
How reference groups influence individuals
Transmission of influence through dyadic exchanges
Wom and opinion leaders in advertising and marketing strategy
Why some innovations succeed and others don’t
Managerial perspectives on adoption and diffusion of innovation
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| 13) |
Influencing Consumer Behavior
Making Contact
Exposure
Attention
Shaping Consumers’ Behavior
Opinion formation
Opinion change
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| 14) |
How businesses shape consumers’ opinions
Helping Consumers to Remember
Cognitive learning
Retrieval
How companies can help consumers to remember
Products that help consumers to remember
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