Consumer Behaviora How and why People Buy Zou Deqiang, Ph. D School of Management, Fudan University March 26.2008
1 Consumer Behavior: Consumer Behavior: How and Why People How and Why People Buy Zou Deqiang, Ph.D. School of Management, Fudan University March 26, 2008
Something to Mention Term group project proposal Send it to the professor and ta before April 5th(the 6th week) by email Discussion on the term project Meet with the professor in his office to discuss the project Half an hour for each group the 7th week Be prepared O Copy rights reserved, Zou Deqiang
2 2 © Copy rights reserved, Zou Deqiang Something to Mention • Term group project proposal ¾Send it to the professor and TA before April 5th (the 6th week) by email • Discussion on the term project ¾ Meet with the professor in his office to discuss the project ¾Half an hour for each group, the 7th week ¾Be prepared
Consumer Behavior in Marketing Consumer Marketing Behavior Strate Quantitative Model C
3 3 © Copy rights reserved, Zou Deqiang Consumer Behavior in Marketing Quantitative Model Consumer Behavior Marketing Strategy
Quotes Customers buy for their reasons, not yours Orvel Ray Wilson The length of a film should be directly related to the endurance of the human bladder Alfred Hitchcock Never assume the obvious is true William Safire O Copy rights reserved, Zou Deqiang
4 4 © Copy rights reserved, Zou Deqiang Quotes • Customers buy for their reasons, not yours. - Orvel Ray Wilson • The length of a film should be directly related to the endurance of the human bladder. - Alfred Hitchcock • Never assume the obvious is true. - William Safire
Learning Objectives Understand the decision-making processes that consumers go through as they make a purchase Appreciate how those processes differ between different buying situations Understand the influences that affect decision-making, whether environmental psychological or socio-cultural Appreciate the implications of those o Copy rig t reGess@sg and influences for marketing
5 5 © Copy rights reserved, Zou Deqiang Learning Objectives • Understand the decision-making processes that consumers go through as they make a purchase • Appreciate how those processes differ between different buying situations • Understand the influences that affect decision-making, whether environmental, psychological or socio-cultural • Appreciate the implications of those processes and influences for marketing