Consumer Behavior Study by McKinsey – Consumer Purchase Funnel

Review the following 4-5 video links and answer the following questions by creating a New Blackboard Discussion Post. I would suggest creating a Word document with your questions listed and begin to answer the questions. You will then cut and paste your Initial Post into Blackboard using the Create Thread button.

Provide 15-16 sentences on what you think of consumers are changing how they are getting their advertising messages. Use the following links and any others you find.  Enter your Initial Post and comment on two of your classmates posts.

Instructions for Discussion Forum #1

1. Review the Video on a Consumer Behavior Study by McKinsey and Company and answer the following questions by creating a New Blackboard Discussion Post. I would suggest creating a Word document with your 3 questions listed and begin to answer the questions. Skip any ads you find with Youtube.  Sorry, but that’s marketing.

http://www.youtube.com/watch?v=EfRrD3we0Hg

a. What is a purchase funnel and does this description of consumer behavior work well in all situations? What does McKinsey say on why or why not. 

Answer in 3-4 sentences

b. Describe the concepts of active and passive loyalists and think of examples in your own case where you may be actively loyal about certain brands and a little more passive on other brands of similar product category, ie like iphones vs Samsung or other brand. Describe consumer driven or company driven “vehicles” that may influence your purchase decision.

Answer in 3-4 sentences

c. Add important consumer behavior concepts you find in any of these links to help you describe the consumer purchase process.

Answer in your last 4-5 sentences

http://www.youtube.com/watch?v=sAsCcmd1r1Q

http://www.youtube.com/watch?v=n38e_Vp3hLQ

http://www.youtube.com/watch?v=LI_WwbgwYfs

What resources can you find?



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