BUAD473 Study Guide - Comprehensive Midterm Guide: Energy Brands, Eye Tracking, Focus Group
5 Oct 2016
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Consumer behavior: set of decisions, how you use that product service; how you get rid of/ dispose of it, made by one or more decision making entities, over time. Why study consumer behavior: model of buyer behavior, we make predictions about how consumers will respond to our marketing changes b. i. Consumer behavior and segmentation: different strategies, trying to change attitudes toward product. Used to save money and would only use if you knew what point you were after: focus group c. Focus group & in-depth interviews are more exploratory and free flowing. Human observation: observe people in their natural habitat. Mechanical observation- database marketing: scanner data, how much of each product is selling, when is it selling, you get more information when you use a store card d. i. Online communities- what are they saying about our brand? e. ii. How browsing may effect sales: use statistical models to uncover phenomena f. i.
