readings are in the packet ) 1 – 5 1. Course Introduction & Consumers as Information Processors TEXT‚ Chapter 1 (especially pp 2-8‚ 14-20) Class Discussion – Recent Shopping Experiences & The American Dream Video: When Is It Good to be Poor? 1 – 7 2. Consumers as Information Processors I TEXT‚ Chapter 3 (47-49 & 59-60) & ch.12 (pp. 246-253) & ch 13 (264-267) Notes on Information Processing (in packet & CANVAS) 1 – 12 3. Consumers as Information Processors II TEXT CH. 4 (pp. 79-83) Form Research
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CONSUMER ANLYSIS: Customer analysis is the process of determining customer segmentation‚ value‚ purchasing behavior and motivation in order to better target marketing and increase sales. We can do a basic customer analysis in following steps: 1.Who are my customers? Which customers are valuable? Which aren’t? There are many ways to determine a customer’s value. One of the most accepted from is using a metric called customer lifetime value (CLV). CLV estimates how much a profit customer will contribute
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Market Segmentation Geographic Segmentation Geographic Segmentation is collecting and analyzing information according to the physical location of the customers or other data source. Carrefour marketers use geographic segmentation because they know where to sell their product to increase advertising and sales effect. For example‚ there are different numbers of population among each state in Malaysia then Selangor state consist of most highest population with 51026000 peoples. Therefore‚ Carrefour
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Mkg203 Marketing segmentation Market segmentation is the process that dividing a market into different subgroup based on the customer’s needs and wants or characteristics and to gain a competitive advantage within the segments (Schiffman‚ Bendall‚ O’Cass‚ Paladino‚ Ward‚ & Kanuk 2008‚ p.30). The strategy of market segmentation had been widely adopted in global countries such as China and Australia. Demographic segmentation: Demographic segmentation variables involve age‚ sex‚ marital status
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TRAVEL BEHAVIOUR *TASK 1: Identify and analyse the decision-making units (DMU’s) for the two decisions made in the Case Study (Richard’s travel to Paris and Richard and Heather’s holiday plans): A) Work: Richard usually travel from Paris to England and vice versa by plane and when he arrives at both airports he take a taxi to arrive at his destination. His friends are not in accordance with it because of the pollution. Heather‚ his girlfriend makes a purpose that consists in supersede the
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Consumer behavior Simona Romani Chapter 1 – Consumer motives and values Motivation (I) Motivation is a driving force that moves individuals to take a particular action; this driving force is produced by a state of tension‚ which exists as a result of an unfulfilled need. Need Satisfaction Homeostasis We strive for a state of equilibrium (Homeostasis) Physiological needs (e.g. hunger) move us away from this But so do social and psychological needs Deprivation Motivation (II) Biogenic
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the consumer will behave with regard to attitude object. People will go and visit Disneyland in Hong Kong and spend time with the family. 2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by: The product manager might change consumer attitudes towards the company’s brand by different ways. It could be done by emphasizing the attributes the brand. 1a. changing beliefs about the brand‚ Product manager might change consumer attitude
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driver of hotel guests’ favorable behavior when they are satisfied with a hotel’s service recovery effort. Instead of having satisfaction with service recovery directly influencing guests’ supportive actions‚ loyalty acts as a precondition to consumers’ positive citizenship behavior. Moreover‚ the factors that drive such
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Table of Contents Introduction 1. Consumer Affect and Cognition 2. Consumer Behavior 2.1 Consumer Environment 3. Relationships among Affect and Cognition‚ Behavior‚ and the Environment 3.1 The Cognitive Response Approach of Tide 4. Tide Creating Customer Relationship through Affective and Behavioral Responses Conclusion References Introduction The famous Tide detergent brand of Procter and Gamble Company is popular all over the world. The world’s top maker
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They have black‚ a sort of universal color but they also have colors like pink and designs like camouflage. Otterbox really has something for everybody and that’s why they are so successful. Psychographics: Statistics that involve the studies of consumers based on social and psychological characteristics. Otterbox has many experts deal with psychographics. I was talking with my dad’s friend who works for Otterbox
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