Role-Play . . . Take 1 . . . Action: An Experiential Activity for Marketing Students

2021 ◽  
pp. 002205742110386
Author(s):  
Surabhi Koul ◽  
Sahil Singh Jasrotia
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Empirical Evidence ◽  
Role Play ◽  
Learning Objectives ◽  
Consumer Decision Making ◽  
Classical Concept ◽  
Play Activity ◽  
Teaching Pedagogy ◽  
Set Up

Understanding the need to revamp the traditional pedagogies, the current research aims at using a contemporary teaching pedagogy for a classical concept of “consumer decision-making.” The article uses role-play activity as an experiential tool and provides empirical evidence to the current study. Role-play seems to offer a practical and engaging platform for faculties that can help stimulate learning. With the blend of real-time situations, role-play can serve as a useful tool to fulfill the marketing course’s many learning objectives. Instructors can further use the activity set up in the study on marketing courses in teaching consumer behavior.

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2018 ◽  
pp. 132-157
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

Prescribed consumption and consumers' decision-making styles: a cross-cultural comparison between Europe and Asia

2016 ◽  
Vol 44 (3) ◽  
Author(s):  
Corinne Lamour ◽  
Catherine De La Robertie
Keyword(s):  
Decision Making ◽  
Cultural Context ◽  
Design Methodology ◽  
Cross Cultural ◽  
Consumer Decision Making ◽  
Chinese Sample ◽  
Product Categories ◽  
Decision Making Styles ◽  
Set Up ◽  
Practical Implications

Purpose The goal of this research is 1) to check if shopping prescription consciousness is a fundamental decision-making characteristic, 2) to know its weight and position into consumer decision-making styles (DMS), and 3) to compare results between France and China. Design/methodology/approach A quantitative survey using the Consumer Styles Inventory (Sproles and Kendall, 1986) is done with 308 French and 221 Chinese pet food buyers. Factorial, multivariance, clustering and discriminant analyses are run. Findings Findings reveal that shopping prescription consciousness is a fundamental decision-making characteristic. Although this concept scores the same in both cultures, correlations between shopping prescription and other characteristics vary from a culture to another, showing a different prescription follower profile. In addition, opposite to our expectations prescription consciousness has a discriminant role on DMS in France but not in China. Finally, culture impacts overall DMS. Research limitations/implications The Chinese sample is weak. This study must be replicated in more product categories and involve more countries. This paper attempts to enrich prescribed consumption knowledge in a cross-cultural context. Practical implications This paper 1) enriches academic understanding of the decision delegation concept, in a cross-cultural context, and 2) encourages organizations involved in complex products to set up loyalty qualitative programs and prescriber networks to ease shopping decision and consequently increase sales. Originality/value This is the first time that decision delegation and prescription is studied according to decision-making styles in a cross-cultural context.

scholarly journals PERILAKU KONSUMEN DALAM KATEGORI KELAS SOSIAL: PENGAMBILAN KEPUTUSAN KELUARGA

2009 ◽  
Vol 6 (2) ◽  
Author(s):  
Ngesthi Nirmala Dewi ◽  
Indarini . ◽  
Dudi Anandya
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Social Class ◽  
Collective Decision ◽  
Social Classes ◽  
Collective Decision Making ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Specific Product ◽  
The Family

Social class has been the interesting subject in consumer behavior studies, so does the collective decision making. This study explore the consumer decision making whether as individual or as family regarding some behavior. The study covers five social class range from upper to the lowest social classes. The result shows interesting findings that although all behaviors can be classified into the same categories, they show specific characters for some social classes. The findings also covers the decision making dominance in the family regarding specific product characteristics.

Experimental Study of Consumer Behavior Conformity and Independence

1966 ◽  
Vol 3 (4) ◽  
pp. 384-387 ◽  
Author(s):  
M. Venkatesan
Keyword(s):  
Decision Making ◽  
Experimental Study ◽  
Consumer Behavior ◽  
Laboratory Experiment ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Group Norm ◽  
Group Pressure ◽  
Objective Standard

Results of a laboratory experiment indicate that in consumer decision making, in the absence of any objective standard, individuals tended to conform to the group norm. However, when the group pressure was to “go along” with the group, resulting in restriction of choices, the individuals tended to resist the group pressure.

E-Marketing and Online Consumer Behavior

2014 ◽  
pp. 366-381
Author(s):  
Neha Jain ◽  
Vandana Ahuja ◽  
Y. Medury
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Purchase Behavior ◽  
The Internet ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Strategy Formulation ◽  
Consumer Decision ◽  
Online Consumer Behavior ◽  
Digital Convergence

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision making, and organizational strategy formulation. This framework addresses noteworthy aspects with respect to the role of the Internet in decision making, effect of the Internet on consumer behavior, post-purchase behavior, and the consumer decision-making process. It traces the research design and formulation of a research instrument to address the proposed issues.

Introduction

2020 ◽  
pp. 1-21
Author(s):  
Ethan Porter
Keyword(s):  
Decision Making ◽  
Health Insurance ◽  
Behavioral Economics ◽  
Political Science ◽  
Empirical Evidence ◽  
Political Knowledge ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consumer Decisions ◽  
Political Decisions

This chapter blends insights from political science, behavioral economics, history and psychology to lay out the theoretical proposition of the book. The consumer citizen approach has implications for attitudes toward government and government spending, levels of political knowledge, and even whether people sign up for government-sponsored health insurance. Empirical evidence about the incidence of consumer and political decisions is offered. The comparative ubiquity of consumer decisions, I argue, explains why consumer decision-making tools come to be used in political contexts. Ultimately, viewing citizens as consumer citizens means viewing their political behaviors and attitudes as they are, not as some might wish them to be.

A Marketing Audit using a Conceptual Model of Consumer Behavior: Application and Evaluation

1981 ◽  
Vol 45 (3) ◽  
pp. 82-101 ◽  
Author(s):  
Alice M. Tybout ◽  
John R. Hauser
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Conceptual Model ◽  
Public Transportation ◽  
Conceptual Models ◽  
Strategy Implementation ◽  
Consumer Decision Making ◽  
Market Position ◽  
Normative Model ◽  
Public Transportation System

This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.

scholarly journals Analisis Perilaku Konsumen Asuransi di Medan Sumatera Utara

2021 ◽  
Vol 1 (1) ◽  
pp. 46-53
Author(s):  
Audina Rizka Zahra ◽  
Nuri Aslami
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Theoretical Basis ◽  
Research Method ◽  
Economic Factors ◽  
Observation Data ◽  
Consumer Decision Making ◽  
Decision Making Processes ◽  
Consumer Insurance ◽  
Behavior Models

This research focuses on insurance consumer behavior, the factors that motivate insurance consumer behavior, insurance consumer behavior models, insurance consumer behavior models, insurance perceptions and insurance consumer decision-making processes. The method used in this study is a qualitative research method, namely a study that focuses on case knowledge through revealing accepted facts through interview and observation data. The results of the study obtained are to understand consumers, understand the consumption process, and improve one's personal ability to become an effective consumer. Understanding consumers and how they are consumed provides various uses, namely: helping managers to make decisions, providing researchers with a theoretical basis for researching consumers, helping legislatures and governments to legislate and make laws, and helping consumers to make better decisions. Then about consumers can help us to be able to master about the psychological, sociological, and economic factors that influence human behavior. Keywords: Behavior, Consumer, Insurance

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