This document is a summary of the chapters 1, 4, 5, 6, 7, 8, 9, 10, 11, and 13 of the book Consumer Behavior (Second Edition), written by Kardes, Cronley, and Cline, and a summary of the chapters 6, 7, 8, 11, and 12 of the book Research Methods of the Behavioral Sciences (Fifth Edition) written by ...
Consumer Behavior 2nd Edition by Frank Kardes, Maria Cronley, Thomas Cline (COMPLETE TESTBANK UPDATED )
Summary Book Consumer Behavior - Kardes et al.
Consumer Behavior, 2nd Edition, Frank Kardes, Maria Cronley, Thomas Cline. TEST BANK
All for this textbook (7)
Written for
Vrije Universiteit Amsterdam (VU)
Economie en Bedrijfseconomie
Consumer Behavior
All documents for this subject (3)
2
reviews
By: janvannoord • 7 year ago
By: AntVe • 7 year ago
Seller
Follow
NienkeC
Reviews received
Content preview
1
Consumer Behavior
Chapter 1 (Kardes): Understanding Consumer Behavior and Consumer Research
What is Consumer Behavior?
Consumer Behavior entails all consumers 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.
The term consumer can describe either individual or organizational consumers. Consumer behavior is broken down
into purchase, use, and disposal activities.
Central to our definition of consumer behavior are consumers’ emotional, mental, and behavioral responses to
goods and their marketing.
Why Study Consumer Behavior?
Organizations that market products and services often study consumer behavior to improve business performance
through customer-focused strategies.
Those interested in shaping public policy study consumer behavior to understand the public needs and wants, and
at the same time, to protect the public from unfair, unethical, or dangerous business practices.
Many people study consumer behavior because they want to educate consumers or help them act responsibly.
Consumer Behavior as a Field of Study
Marketing concept: the idea that firms should discover and satisfy customer need and wants in an efficient and
profitable manner, while benefiting the long-term interests of the company’s stakeholders.
Customer perceived value is 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. Customer delight suggests customer benefits that
not only meet, but also exceed expectations in unanticipated ways.
How researchers study consumer behavior has also evolved over the past several decades. Three prominent
approaches are motivation research (in-depth interviews), behavioral science (quantitative research methods,
including 4 steps), and Interpretivism (qualitative research methods).
Developing Consumer Insights trough Research
Consumer insight is a deep, profound knowledge of the consumer that comes from integrating traditional marketing
research tools with consumer behavior theories. Consumer researchers study consumer responses and activities by
using marketing research methods. Marketing research is a systematic process of planning, collecting, analyzing,
and interpreting data and information relevant to marketing problems and consumer behavior.
Consumer research is divided into two broad categories based on the goals of the research: basic research and
applied research.
The Marketing Research Process
Steps of the marketing research process:
1. Define the problem or opportunity
2. Determine the research design
3. Design data collection methods and forms (secondary or primary data)
4. Sampling and data collection
written by Nienke Cornelissen, VU University
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller NienkeC. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.81. You're not tied to anything after your purchase.
