Buyer Behavior Chapter 1: Understanding Behavior and Consumer Research
includes all consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer's emotional, mental, and behavioral responses that precede, determine, or follow these activities.
Consumers who purchase goods and services to satisfy their own personal needs and wants or to satisfy the needs and wants of others.
Consumers who purchase goods and services in order to produce other goods and services, resell them to other organizations or to individual consumers, and to help manage and run their organization.
The idea that firms should discover and satisfy customer needs and wants in an efficient and profitable manner, while benefiting the long-term interests of the company's stakeholders.
Customer Perceived Value
the estimated net gain customers receive from their sacrifice of time, money, and effort expended to purchase, use, and dispose of a product or service (i.e., benefits versus costs).
Goes a step beyond customer perceived value, suggesting customer benefits that not only meet, but also exceed expectations in unanticipated ways.
Applies the scientific method, relying on systematic, rigorous procedures to explain, control, and predict consumer behavior.
Methods used to collect empirical data (data that are numerical, based on observation, experiment, or experience, rather than on speculation or theory.).
An alternative research approach to behavioral science that relies less on scientific and technological methodology.
Methods used to collect descriptive, non-empirical data that describe an individual consumer's subjective experience with the product or service.
a systematic process of planning, collecting, analyzing, and interpreting data and information relevant to marketing problems and consumer behavior.
Research that looks for general relationships between variables, regardless of the specific situation.
Research that examines many of the same variables as basic research, but within a specific context of interest to a marketer.
When a statistically testable and significant relationship exists between two variables.
A relationship between two variables where the variables are correlated and that one variable influences the other, but not vice versa.
Data that already exist and are readily accessible.
New data collected specifically for the research purpose at hand.
A set of structured questions to which a person is asked to respond.
A one-on-one, interview lasting at least one hour, but sometimes considerable longer.
Consists of 8 to 12 participants, run by a moderator who monitors and guides the group discussion of the research topic at hand.
The manipulation of variables in a controlled setting to determine their relationship to one another.
techniques that use seemingly meaningless exercises to uncover consumers' unconscious points of view.