Consumer behavior is the study of how individuals, groups and organizations........of goods, services, ideas or experiences to satisfy their needs and wants.

• Select

• Buy

• Use

• Dispose

• All answers are correct

A consumer’s buying behavior is influenced by one of these consumer characteristics

• Cultural Factors

• Motivation Factors

• Emotion Factors

• Perception Factors

The Buying Decision Process

• Information Search

  Problem Recognition

  Purchase Decision

  Postpurchase Decision

  Evaluation of Alternatives

• Information Search

  Problem Recognition

  Purchase Decision

  Evaluation of Alternatives

  Postpurchase Decision

• Postpurchase Decision

  Purchase Decision

  Evaluation of Alternatives

  Information Search

  Problem Recognition

• Problem Recognition

  Information Search

  Evaluation of Alternatives

  Purchase Decision

  Postpurchase Decision

Subliminal Perception

• Tendency to interpret information in a way that fits our preconceptions

• Consumers are not consciously aware

• Stimuli that relate to a current need

• Remember good points about product we like, remember bad points about competing products

Purchase Decision

• Product Choice

  Brand Choice

  Store Choice

  Purchase Quantity

  Purchase Timing

  Payment Method

• Friend Choice

  Motivation Choice

  Perception Choice

  Purchase Quality

  Purchase Rush

  Leave Method

• Problem Choice

  Motivation Choice

  Perception Choice

  Subliminal Quantity

  Memory Timing

  Marketing Method

Who does marketing research

• Engaging students or professors to design and carry out projects

• Marketing Research Firms

• all answers are correct

Marketing Research Process

• Make the Decision

  Analyze the Information

  Collect the Information

  Develop the Research Plan

  Define the Problem

• Define the Problem

  Develop the Research Plan

  Collect the Information

  Analyze the Information

  Make the Decision

The type of research which Identify the problem and suggest possible solutions

• Causal

• Exploratory

• Descriptive

• there is no right answer

What types of questions do the following questionnaires have?

• Dichotomus

• Multiple Choice

• Likert Scale

• Semantic Differential

Sampling Unit

• How many people should be surveyed?

• How should the respondents be chosen?

• Who is to be surveyed?