消费者行为课件英文

标签：奢侈品消费研究,大学生消费研究,
NOTE:
1.Theexamsmayincludemultiplechoiceandessayquestionsdrawingfromthetextlecturesteamprojectpresentationsandclassdiscussions.Therewillbenomake-upexamsexceptincaseofillnessandprovidedyounotifytheinstructorpriortoexamtime.
2.Assignmentsaredueatthebeginningoftheassigneddate.Lateworkissubjecttoa4/5gradepenalty.
3.Separatehandoutsandclassannouncementswillprovidemoredetailsregardingtheassignmentsandteamproject.
CLASSSCHEDULE:(subjecttochange)
DATETOPICTEXTREADING
2/20/20xxNOCLASS
2/27IntroductionChapter1&2
3/6ConsumerDecisionMakingProcessI:NeedRecognitionandSearchChapter3
3/13ConsumerDecisionMakingII:EvaluationChapter4
3/20ConsumerDecisionMakingIII:Post-PurchaseProcessChapter6
3/27Motivation
KnowledgeChapter8
Chapter9
4/3NOCLASS(springbreak)
4/10PerceptionChapter14
4/17LearningChapter15(pp.461-464)&Chapter16
4/24AttitudeFormationandChangeChapter10
Chapter15(pp.464-481)
5/1MIDTERMEXAM
5/8DemographicsPsychographicsPersonalityChapter7
5/15CultureEthnicityandSocialClassChapter11
5/22FamilyandHouseholdInfluencesChapter12
5/29GroupandPersonalInfluencesChapter13
6/5TeamProjectPresentations
6/12TeamProjectPresentations
6/19FINALEXAM
PurchaseJournalEntries:
Thepointoftheseassignmentsistohaveyouintrospectonyourownbehaviorandthereasonsforitasawayofrealizingthecomplexprocessesthroughwhichconsumersgoinordertoreachadecision.Pleasepickaproductaboutwhichyouhavemadearecentdecisionandthinkabouttheprocessesyouwentthroughtogetthere.Whatweretheinfluencesonyou?Thedecidingfactors?Ihaveattachedanexampleattheendofthissyllabus.Theproductdoesn’thavetobecomplexorexpensiveandpleaseanalyzeyourbehaviorusingconceptsfromthecoursewhereverpossible.Iwouldexpectmostoftheentriestobe2-3pp.long(typeddouble-spacedplease).
TeamProject:
IngroupsoffourorfiveIwouldlikeyoutopickanindustryandexamineconsumerbehaviorinthatindustrymoreclosely.Whoaretheconsumersandhowaretheysegmented?Cantheybedescribedbyincomeagesocialclassculturefamilystatuslifestyle?Howonsumersinthismarketmakedecisionsabouttheirpurchases?Howhavemarketersinthisindustryattemptedtoreachconsumersandwhatimpacthasthishadontheirbuyingbehavior?Howeffectivehavemarketersbeenoverall?Whatmighttheydotoimprovetheirconnectionwithconsumers?Besurethatyouconsiderallaspectsofconsumerbehavior.Youmayhavetodefineyourindustryrathernarrowlytoavoidhavingthisbecomearunawayproject(i.e.teenclothingasopposedtoapparelingeneral).
Theoutputofthisstudyshouldbeanoralpresentation20minuteslong.Iexpectthistobepresentedasifyouwereaconsultingteamspeakingtoindustryexecutivesadvisingthemonhowtodoabetterjobofunderstandingandattractingtheircustomers.Youwillalsoturnina10-15pagegrouppaper(appendicesmaybeaddedtothis).Itshouldbewrittenasaconsultingreporttomanagement.
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