Applying The Consumer Behavior Model

In MKT 640 Marketing Management, you studied the consumer behavior model and Maslow’s Hierarchy of Needs. The customer is said to follow these steps after need recognition:

 

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  • Search for alternatives
  • Evaluation of alternatives
  • Purchase and use of the product
  • Evaluation of the consumption experience
  • Feedback
  • End of the consumption experience

Need recognition, coupled with the model, is an important concept that assists marketers in understanding why people buy.

Note: Remember that the discussion takes place over 2 weeks, and your weekly posts must be made in the specified week to earn credit.

  • Put together a structured focus group of 3 people who have the recent purchase of a similar big-ticket item in common (e.g., house, vehicle, television, higher education).
    • Find out how the model applies to the purchase through focus group findings.
  • Your focus group questions must measure how the consumers navigated the steps of the models to arrive at a purchase.
  • Compile the findings in a table.
    • The table should include pertinent demographic information about the participants.
    • Be sure to list the structured questions used in the focus group.
  • Because you are engaging in research, be sure to cite your source(s) in APA format.
  • Analyze the results of the table of results.
    • How can a marketer use the results from each step of the model to improve the purchase process and marketing communications?
  • Because you are engaging in research, be sure to cite your source(s) in APA format.

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