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.
Consumer Behavior
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.
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.)
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.
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).
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.
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.
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.
