What Level of Information Search?

In this activity, you need to determine what factors influence the consumer to proceed through the information search phase of the decision process. In some purchase situations, this phase is optional, or the amount of information required varies, depending upon the consumer’s purchase involvement. Therefore, your task here is to  Continue reading...

Need/Problem Recognition

This activity considers the first phase of the consumer decision process, which is the consumer’s recognition of a need/problem. The list below outlines possible need/problem recognition triggers for new banking services. Your task is to determine which of the potential triggers listed are the more significant ones in terms of Continue reading...

Understanding Situation Influence

According to the theory of situational influences, consumers will make different purchase decisions when they are in different situations.Therefore, in this activity, your 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 Continue reading...

Situational Influences

Different situations will affect a consumer’s purchase decisions. This activity is designed to explore that concept. Your task here is to identify how many different drinks/beverages you (being one consumer only) would choose across the various situations listed below?

 

ACTIVITY/TASK

What type of drink/beverage would you choose?

  1. On a
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Reviewing a Multi-Attribute Model

In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the … Continue reading...

Understanding Customer Satisfaction

This activity is designed to help you identify the key components of what drives customer satisfaction outcomes. Listed below are a series of statements made by consumers regarding their recent interaction with a firm. Quickly review each statement and determine how satisfied each consumer is (using this simple scale; very Continue reading...