Consumer Behavior

Learning Goal:

  • Students will ... 
behavior
Why do you buy the products you buy? What influences your buying decisions. 

In class, we will cover the first section of this chapter on consumer behavior together. 

The Assignment - Consumer Behavior Lesson 20 pts

Working in groups of two or three (10 groups total), we will break up and distribute the other sections of the chapter. Each group will learn and teach their section to the class. 

Your 'lesson' needs to Your lesson needs to include the following:
  • Visual Aid - Presentation, Thinglink, Posters, Infographic, Mural, Google Site, etc.
  • Instruction - Each group member should talk about or explain at least one aspect of the chapter
  • A short quiz that checks for understanding (three questions)
Make sure to include examples, ideally from the sports/entertainment industry. Add your learning materials to this collaborative page (add group member's names and your section). Your lesson should be about five minutes or less.  

Sections:
  • 2H Situational Factors & Social Situation
  • 3H Time & Reason for the Purchase
  • 4H Mood & Personality and Self-Concept
  • 5H Gender, Age, and Stage of Life
  • 6H Lifestyle & Motivation
  • 7H Perception
  • 8H Learning & Attitude
  • 9H Culture & Subcultures
  • 10H Social Class
  • JH Reference Groups and Opinion Leaders & Family
Guiding Questions:
1. Did your group use quality visual aids? 7 pts
2. How well did each member of your group instruct and explain to ensure classmates’ understanding? 10 pts
  • Was your group ready to present on time?
  • Did you make sure to include all the important points from your section?
  • Was your lesson/presentation engaging and/or creative?
3. Did your group create a short quiz to check understanding? 3 pts

When presenting information, remember:
  • Visuals are good (images, graphics, short videos, etc.)
    • Slide Shows --> More slide, more visuals, less info per slide
  • Reading off information is not that exciting
  • Original thoughts and ideas
We will test your teaching abilities with Kahoot.


Low-Involvement vs High-Involvement Buying Decisions and Consumer’s Decision-Making Process

consumer involvement
We'll watch the linked video on levels of consumer involvement in the decision-making process. We'll also use information from this online book chapter. We'll focus on the concepts listed below:
  • level of involvement
  • 1 routine response behavior
  • 2 impulse buying
  • 3 low-involvement decisions
  • 4 high-involvement decisions
  • 5 limited problem solving
Break into groups of four or less. Each group will get one of the buying situations (1-5) from above (printed/handout). Create a skit (acting) that demonstrates your situation. As a class, we will try to identify the type. 

Stages of the Buying Process

Figure 3.9 Stages in the Consumer’s Purchasing Process
We will use this image from the online book to learn about the stages of the consumer buying process. 

You were out on the water the other weekend and now your phone is at the bottom of the lake. We will use this collaborative page to go through an example together. 











We'll check out this video on planned obsolescence and here is one example from recent news.

The Assignment - Buying Process Franchise Player

soccer player
Use this rubric to complete a high involvement decision using the buying process.