URL study guide
https://tue.osiris-student.nl/onderwijscatalogus/extern/cursus?cursuscode=1ZV20&collegejaar=2025&taal=enDescription
This course provides insight into the buying decision processes of individual consumers. Steps in the buying decision processes will be described and will be linked to the development and design of innovative products and services. We will focus on marketing analytical techniques, marketing strategies, and their underlying (social) psychological processes. Theories and concepts from consumer behavior and marketing are introduced in plenary lectures. Case study sessions focus on applying theory in real-life situations and provide a training for the exam. Theory will also be applied to real-life settings in tutorial sessions, where a lecturer explains the analytical techniques that provide the basis for the two group assignments in this course. These assignments require the use of the IBM SPSS Statistics software package for conducting validity and reliability analysis on multivariate data, correlation analysis, multiple linear regression analysis, multidimensional scaling, and conjoint analysis.
Upon course completion, you should be able to describe, interpret, and critically evaluate important theory and concepts. You should also be able to apply them in practice. Furthermore, you will be able to indicate how organizations can gather, analyze, and apply consumer insights to innovate their products and services. You should especially be able to set up studies using path analysis with latent variables, multidimensional scaling, and conjoint analysis techniques.
More specifically, at the end of the course the student can…
Upon course completion, you should be able to describe, interpret, and critically evaluate important theory and concepts. You should also be able to apply them in practice. Furthermore, you will be able to indicate how organizations can gather, analyze, and apply consumer insights to innovate their products and services. You should especially be able to set up studies using path analysis with latent variables, multidimensional scaling, and conjoint analysis techniques.
More specifically, at the end of the course the student can…
- evaluate the different theoretical approaches to consumer behavior in a case study
- evaluate the steps of the individual consumers' buying decision process in a case study
- evaluate segmentation strategies in a case study
- evaluate the role and consequences of consumer involvement in a case study
- evaluate the premises of behavioral and cognitive learning theories in a case study
- evaluate theory on attitude formation and behavioral intentions in a case study
- evaluate models of adoption and diffusion of innovations in a case study
- evaluate elements of lead users and user-generated product design in a case study
- evaluate rational choice models and decision making heuristics in a case study
- evaluate means-end chain theory in a case study
- execute a consumer research study based on quantitative research techniques (i.e., multidimensional scaling, conjoint analysis, path analysis) to support decisions for product and service attributes of new market offerings