Lezione n. 1: Introduction to Consumer Behaviour and Research
Buyer Behaviour
Discovering the Needs of Customers
Buying Process / Cycle
Market Research
Use of Surveys in Research
Big Data
Collecting Primary Data Using Semi-structured, In-depth and Group Interviews
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Lezione n. 2: The Psychological Core
Escapism by Consumers
Growing Demand for Multiplicity
Differentiation of Customers’ Wants, Needs, and Expectations
Maslow’s Hierarchy of Needs
AIDA
Purchase Funnel Concept
Perceptions of Value
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Lezione n. 3: The Consumer Decision-making Process
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Characteristics of Decision-making
The Customer Equity Approach
Monitoring Customer Problems and the Use of Feedback Loops to Improve Products and Services
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Lezione n. 4: The Role of Culture
Generation X
Generation Y
Generation Z
Culture and Communication
Hofstede’s Cultural Dimensions Theory
Social Class
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Lezione n. 5: Customer Engagement Practices
Best Practices in Customer Engagement
Shift to Greater Personalisation
Consumer Behaviour in the Cyber Environment
Innovation with the Customer
Consumer-generated Media
Customer Engagement Strategies
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