Coursecode: ide314
Coursename: Consumer behaviour
DUT creditpoints: 2
ECTS creditpoints: 3 |
Faculty
of Industrial Design Engineering |
Lecturer(s):
Oppedijk van Veen, Prof. dr. W.M./ Schoormans, Dr. J.P.L. |
Tel.: 015-2783074 |
Catalog data:
Consumer behaviour,decision models, product choice,new products,product evaluation,
product preference,personal characteristics, product characteristics, situational
characteristics. |
Courseyear:
3
Semester: 5
Hours p/w: 4
Other hours: none
Assessment: written
Assessm.period(s): 4 / 6
(see academic calendar) |
Prerequisites:
Marketing (IDE212) |
Follow
up: Consumer Research 1 (IDE414), Consumer Research 2 (IDE415) |
Detailed
description of topics:
Introduction: consumer & market information
support in new product development.
Product testing methods: market mechanism, causes of
success and failure
Product definition: products as symbols, product
adoption life-cycle.
Evaluation of alternative products: evaluative
criteria, measurement
Attitude theory: beliefs, attitudes and intentions,
Fishbein model, compensatory and non-compensatory models, measurement and prediction
Howard consumer decision model: product life-cycle,
product category
CDM components: information (F), Brand recognition
(B), confidence (C), attitude (A), intention (I), purchase (P).
Extensive, limited and routine problem solving:
psychological foundation
Psychological concepts: product hierarchy,
categorisation, motivation, information processing behavior.
Socio-cultural aspects: culture/subculture, social
class, reference groups and family
|
Course
material:
Reader:"Consumentengedrag".
Book: Howard J.A.; Consumer behavior in marketing
strategy,Prentice Hall,1989
In 1994-1995: Howard J.A.; Buyer behavior in
marketing strategy (2nd ed.),1994
|
References
from literature: |
Remarks
(specific information about assesment, entry requirements, etc.):
The written examination consists of a limited
number (5 to 7) essay questions |
Goals:
Knowledge of the purchase and product choice of
consumers, as far as that behaviour affects the development of new products. |
Computer
use: |
Laboratory
project(s): |
Design
content:
The supportive role of consumer and market
information to new-product development decisions is continously emphazised. |
Percentage
of design: 25% |