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In fact, all marketing decisions are based on assumptions about consumer behavior — whether those assumptions are correct or not. In MBA Consumer Behavior, you will see how consumer behavior concepts and ideas influence marketing decisions, and evaluate ways to research customer behavior so that it can be used to enhance marketing strategy.
You will consider the consumer decision making process, as well as the role of culture in consumer behavior. As you explore the role of the household as the basic purchasing and consuming unit, you will also consider how religious, ethnic, geographic, and other subcultures present marketers with challenges and opportunities.
What prompts a consumer to recognize a logo, remember a jingle, or respond to a graphic?
You will explore consumer perception and how marketers must consider learning, memory, product positioning, motivation, personality and emotion when building stimuli into a marketing program. Both consumer attitudes and lifestyles are major drivers for product development strategies and market segmentation.
You will learn ways to understand these drivers and marry that understanding with system tools to create effective advertising, marketing, and promotional strategies. These influences include physical surroundings, people they are with, time, what task they hope to achieve, habit, and mood.
You will look at the concept of problem recognition on the part of consumers, how they are receptive to products and services to solve that problem, and how marketing strategy can target problem recognition.
Consumers make choices based on their wants and needs, but also because many research online what they plan to buy. That research can be as extensive as reading in-depth reviews on product websites, or as simple as logging onto a trusted consumer forum to read a review.
You will look at the nature of internal and external information searches and learn how marketing strategies can be built around search patterns. In selecting purchasing outlets, consumers tend to use the same criteria as brand selection. Consumers increasingly participate in multi-channel shopping — e-commerce and catalogs that complement brick and mortar sales.
You will observe how marketing strategies can be based on in-store and online influences that affect product and brand choice.
You will examine the nature of consumer complaint behavior as you look at the convergence of customer satisfaction, repeat purchases, and customer commitment or brand loyalty. Course Topics Throughout this course, weekly topics may include but are not limited to: Measure, critique and interpret consumer behavior.
Infer research data to create marketing strategies as a means of increasing consumer sales. Analyze trends in consumer marketing that impact corporate planning.
Compare and contrast the purchase decision process in consumer and organizational markets. Request More Information Today To learn more about the online Master of Business Administration curriculum from Benedictine University, including Consumer Behavior, call to speak with a program manager or request more information.
Course content and outcomes may vary and are subject to change without notice.Consumer Behavior. Consumers follow a fairly predictable decision-making pattern in virtually all buying situations. First, they recognize a functional or . A customer analysis (or customer profile) is a critical section of a company's business plan or marketing plan.
It identifies target customers, ascertains the needs of these customers, and then specifies how the product satisfies these needs. Creating a customer profile is one of the most important steps you can take as a business owner.
It informs countless decisions you’ll make about your business, from the products you shelve to the promotions you run, marketing emails you send, color schemes, fonts, taglines, employee uniforms – the list goes on.
If these two ingredients are understood, a business can develop a strategic plan to create a market niche and develop their customer base to be successful. Development of this information along with the development of the internal business processes can lead to some form of a .
Sprint’s Customer Service Plan Pro software walks you through the steps to create a customer service plan. Books Market-Based Management: Strategies for Growing Customer Value and Profitability, 3rd edition, by Roger J. Best. (Prentice Hall, ).
Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company. The three factors that affect consumer behavior.