What is Customer Value?
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.
Consumer Behavior
Understanding Customer Satisfaction
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.
Can You Run Your Own Focus Group?
For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.
Reviewing a Multi-Attribute Model
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).
Situational Influences and How They Impact Decisions
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.
Understanding Situation Influence
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.)
Need/Problem Recognition
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.
What Level of Information Search?
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.
Evaluation Phase of Decision Process
In this task, students explore the evaluation of alternatives phase of the buyer decision process, by choosing between various smart TV options with trade-offs. They need to determine on what basis did they make your choice?
Understanding In-store Influences (Servicescape)
The student task in this activity is to review the examples of retailing servicescape in order to identify what the firm is trying to achieve by their particular in-store design.