In this activity, students need to identify the factors that influence the consumer to spend more/less time in the information search phase of their decision process.
What Level of Information Search? Review the Teaching Activity
The task is to determine which of the potential triggers listed are the more significant in terms of impact and which ones should the firm try and leverage into its marketing.
Need/Problem Recognition Review the Teaching Activity
The task is to match the situation to the appropriate situational factor. This particular exercise examines why a consumer would choose to shop at a more expensive convenience store over a low-cost supermarket.)
Understanding Situation Influence Review the Teaching Activity
The task here is to identify how many different drinks/beverages that the student (being one consumer only) would choose across the various situations listed.
Situational Influences and How They Impact Decisions Review the Teaching Activity
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
Reviewing a Multi-Attribute Model Review the Teaching Activity
For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.
Can You Run Your Own Focus Group? Review the Teaching Activity
This activity is designed to help students identify the key components of what drives customer satisfaction outcomes, by evaluating a series of statements made by consumers regarding their recent interactions with a firm.
Understanding Customer Satisfaction Review the Teaching Activity
For this task, student need to identify how different consumers perceive value, based on their statements. The intention of this activity is for students to broaden their understanding of what value is in marketing.
What is Customer Value? Review the Teaching Activity