ECON 351x Lecture 4: Econ 351-Microeconomic in Bussiness Lecture 4_Chapter 5 Consumer Behavior.docx
Get access
Related Documents
Related Questions
The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.
Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumerâs decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumerâs decision to purchase the product). Other areas to comment on would be level of involvement, etc.
Consumer Decision Making Stage: | Considerations for Stage: | Common Ad Techniques: |
Problem Recognition | What problems does this product solve for the consumer? ⢠What triggered the decision to purchase this product? ⢠Was this the first time the consumer purchased such a product? Define and discern the Actual and Desired States | Ask a question (Whatâs for dinner tonight?) Show before (actual state) and after (desired state) Use the word ânewâ or âintroducingâ to initiate curiosity. |
Information Search | ⢠Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? ⢠Was the consumer searching for any advertisements for the product? What was the consumerâs reaction to these advertisements? | Match amount of information with type of product. Direct consumers to website, free kit or other information venues. Show role models that âlookâ like the target market. Show the entire line of product offerings (all the flavors and colors, etc.) Testimonials, etc. |
Evaluation of Alternatives | ⢠How many alternatives were considered? How were they selected?⢠What features and characteristics of the product were most important to the consumer? Salient and Determinant defined attributes. | Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as âpositioningâ a product. Competitive method (brand compares themselves to âleading brand or categoryâ) Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi) |
Product Choice | ⢠Did any other people play a role in the decision process? Describe theroles that each person played. | Tell consumers where and how the product is sold. Offer many ways to pay for the product. Divide payments. Offer sales promotion (coupons, rebates) |
Post-Purchase Evaluation | ⢠How is the product used and consumed? How does the consumer feel when he or she uses the product? Does it merely Does the Ad encourage repeat purchase or loyalty to the brand- how? | Show awards the brand has won. Show how a brand should be consumed. Allow consumers many ways to return the product. Allow consumers to easily provide feedback. Reward consumers loyalty |
This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.
*Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on.
First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation:
Slide 1: Name, date
Slide 2: Problem Recognition Ad
Slide 3: Explanation why it addresses this stage
Slide 4: Information Search Ad
Slide 5: Explanation why it addresses this stage
Slide 6: Evaluation of Alternatives Ad
Slide 7: Explanation why it addresses this stage
Slide 8: Product Choice (Purchase) Ad
Slide 9: Explanation why it addresses this stage
Slide 10: Outcomes (Postpurchase) Ad
Slide 11: Explanation why it addresses this stage
Slide 12: Conclusion
In the conclusion of the slide presentation choose which ad is most effective (overall) and why.
Logistics Run Down:
-No more than 18 slides in length (includes cover page and bibliography)
-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.
-Organize and utilize the headings given above.
-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).
-Text is required to be in Times Roman, 12 pt font, double space the text.
- Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.
Question 1
Which of the following approaches to understanding and predicting consumer behavior depends primarily on the knowledge and experience of a firm's employees and its suppliers?
Test marketing and price experiments | ||
Analysis of historical data. | ||
Direct consumer surveys. | ||
Expert opinion. |
Question 2
In which of the following situations would reliance on expert opinion as a basis for a managerial decision be most preferred?
When the product being marketed is relatively new. | ||
When the level of economic activity can have a significant effect on the demand for the firm's output. | ||
When the product can be packaged with a variety of price and quality combinations. | ||
When the business in question serves as a supplier of inputs to other businesses, especially in multi-product situations where other strategies may be prohibitively expensive. |
Question 3
The approach to analyzing consumer behavior that asks consumers to rank and choose among different product attributes to reveal their relative valuation of different characteristics is called:
conjoint analysis. | ||
contingent valuation. | ||
the hedonic estimation technique. | ||
a direct consumer survey. |
Question 4
All of the following are limitations of direct consumer surveys except:
the possibility of response biases because survey respondents may not want to reveal their true preferences. | ||
the possibility that the type of questions asked may unintentionally bias the respondent's answers. | ||
the likelihood that respondents will deliberately and systematically mislead interviewers. | ||
the possibility that consumers' responses may not reflect their actual behavior in the market place. |
Question 5
Which of the following approaches to understanding and predicting consumer behavior does not actually solicit any information from potential customers?
Expert opinion. | ||
Test marketing. | ||
Analysis of historical data. | ||
Conjoint analysis. |
Question 6
Data collected on a sample of individuals with different characteristics at a specific point in time are called:
panel data. | ||
cross-section data. | ||
time series data. | ||
none of the above. |
Question 7
Which of the following approaches to understanding and predicting consumer behavior provides the most insight into how consumers can be expected to respond in an actual market setting?
Test marketing. | ||
Conjoint analysis. | ||
Expert opinion. | ||
Analysis of historical data. |
Question 8
An approach to analyzing consumer behavior in which consumer reaction to different prices is analyzed in a laboratory situation or a test market is called:
non-price experiments. | ||
focus groups. | ||
price experiments. | ||
none of the above. |
Question 9
Data collected on the same observation unit at a number of points in time are called:
panel data. | ||
time series data. | ||
cross-section data. | ||
none of the above. |
Question 10
A measure of how much the coefficient would vary in regressions based on different samples is called:
F-statistic. | ||
standard error of the estimated coefficient. | ||
t-statistic. | ||
partial F-statistic. |
Question 11
The test statistic used to test the hypothesis of whether a regression coefficient is significantly different from zero, holding all other independent variables constant, is called a(n):
t-test. | ||
F-test. | ||
multicollinearity test. | ||
autocorrelation test. |
Question 12
Regression analysis that analyzes the relationship between one dependent variable and several independent variables is called:
cluster analysis. | ||
correlation analysis. | ||
multiple regression analysis. | ||
simple regression analysis. |
Question 13
The ratio of the regression coefficient to its standard error is called:
F-statistic. | ||
t-statistic. | ||
coefficient of determination. | ||
partial F-statistic. |
Question 14
The coefficient of determination will range between what values?
-1 and +1 | ||
0 and 1 | ||
-3 and +3 | ||
none of the above |
Question 15
The range of values in which we can be confident that the true regression coefficient lies within a given degree of probability is called a:
confidence interval. | ||
logistic regression. | ||
prediction interval. | ||
none of the above. |
Question 16
The estimated regression equation is Y = 10 + 2.5X, if X =0 than the predicted value of Y is equal to
2.5 | ||
7.5 | ||
12.5 | ||
10 |