Consumer Behavior

Learning Goal:

  • Students will understand Factors That Influence Consumers’ Buying Behavior
  • Students will understand the difference between Low-Involvement and High-Involvement Buying Decisions
  • Students will understand the Consumer’s Decision-Making Process
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 Challenge - 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 include the following:
  • Visual Aid - Presentation, Sutori, Posters, Infographic, Google Jamboard, 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 (Share --> Get shareable link --> More --> Anyone with the link, add group member's names and your section). Your lesson should be about five minutes or less.  

  • 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?
  • Did you include examples (ideally sports/entertainment)?
  • 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:
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. 

Alternate Fall 2018 - Choose one other person to team up with. Use one of the video/presentation tools listed on this site to create a video that demonstrates your situation (we will determine which number/situation you have in class) [about three groups per number/situation]. We will randomly choose a few groups to showcase. Add your creation to this collaborative page

Stages of the Buying Process

stages of consumer buying 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 (stop at 6:10) on planned obsolescence and here is one example from recent news.

The Challenge - Buying Process Franchise Player

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