Marketing Research - DB Phase2

Applying the Consumer Behavior Model

In MKT 640: Marketing Management, you studied the Consumer Behavior Model and Maslow’s Hierarchy of Needs. The customer is said to follow these steps after need recognition:

• Search for Alternatives
• Evaluation of Alternatives
• Purchase and Use of the Product
• Evaluation of the Consumption Experience
• Feedback
• End of the Consumption Experience

Need recognition coupled with the Model is an important concept that assists marketers in understanding why people buy.

WEEK 3 MAIN DISCUSSION POST:

Put together a structured focus group of 3 people who have in common the recent purchase of a similar big-ticket item (ex. house, vehicle, television, higher education). Find out how the model applies to the purchase through focus group findings.

Your focus group questions must measure how the consumers navigated the steps of the models to arrive at a purchase. Compile the findings in a table along. It should include pertinent demographic information about the participants. Be sure to list the structured questions used in the focus group.

Since you are engaging in research, be sure to cite the source(s) in APA format.