BUSI 4206 Lecture Notes - Lecture 1: Short-Term Memory, Gestalt Psychology, Reinforcement
Document Summary
Want: a desire for a specific product so as to alleviate that discomforting condition. Definition #2 - value-seeking activities undertaken by consumers to address their realized needs. User model of consumer value (clothes for almost all) Utility/utilitarian/functional: tangible outcomes of a products use. Social: maintain warm and harmonious relations with others, fitting in with peers, etc. Ego/identity: construct and nurture our identities or self concepts. Recreation/hedonic: recreate our moods and regenerate our mental ability. Make aware of need/solution as opposed to creating need. To create a satisfied customer: focus on consumers needs rather than products, )dentify consumers" needs, understand consumer behaviour. Primary research: when the data is collected by the researcher specifically for the research question at hand. Secondary research: when the marketer finds the information needed by going to a pre-existing source of information collected for another purpose. When the researcher uses pre existing data to answer a new research question this is called secondary research.
