Consumer Behavior is often referred to as the psychology of marketing, and is an integral part of all marketing decisions. Since marketing itself is customer oriented, it makes sense to understand the motivations and behaviors of customers while designing a marketing strategy. What factors affect an individual’s purchase decision? What does the buying process look like? These are some of the questions this module examines. This is the introductory lesson in this module, and it gives an overview of the study of consumer behavior.
In this introductory lesson, I chose to open with a video clip from the Hollywood film Pretty Woman, and present a particular shopping sequence for analysis (the scene where Julia Roberts (Vivian in the film) goes shopping with Richard Gere (Edward). I use this concrete example to explore some of the questions raised earlier. This lends itself to an examination of personal shopping behaviors and typical experiences of the students, in later lessons.
- Marketing, I. Foundations of Marketing
- Marketing, II. Consumers and Their Behavior
- “Zara’s ‘Fast Fashion’ Business Model”
- “Purchase Power: How to Make Smart Consumer Choices”
- “Laying the Framework for a Successful Startup”
- “Educator Toolkit: Sustainability and Recommerce”
- “Economic Partnership: Coffee Beans, Moroccan Rugs and the Future of Fair Trade”
- “6 Grim Realities Facing Today’s Retail Stores”
Lesson Plan Details: