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National Business Education & ISTE Standards Included.
This unit plan covers Characteristics Of Consumer Behavior for grades 6-12.
Included:
Unit Plan with Daily Teacher Instructions
Presentation- Part 1-Characteristics Of Consumer Behavior
Part 1-Characteristics Of Consumer Behavior Notes and Key
Speed Debate Activity
Presentation-Part 2-Characteristics Of Consumer Behavior
Part 2-Characteristics Of Consumer Behavior Notes and Key
Analyzing Consumer Behavior Trends Video Activity & Key
Impulse vs. Research Gallery Walk- Student & Teacher Instructions & Answer Key
Consumer Buying Process Commercial 7-Part Project & Rubric
Quizlet Review
Unit Assessment and Answer Key
Unit Objectives:
Understand Consumer Behavior: Define and explain the characteristics of consumer behavior and its importance in marketing.
Differentiate Buying Motives: Identify and analyze the differences between rational and emotional buying motives.
Classify Consumer Involvement: Distinguish between high-involvement and low-involvement purchases and their impact on decision-making.
Apply the Consumer Decision Process: Understand and apply the steps of the consumer buying decision process, from problem recognition to post-purchase evaluation.
Analyze Consumer Problem-Solving: Evaluate the three types of consumer problem-solving (extended, limited, and routinized) and their relevance in marketing.
Explore Marketing Strategies: Investigate how marketers target different consumer groups based on their behaviors, motivations, and decision-making processes.
Evaluate Customer Perceptions: Understand how customer perceptions (e.g., store layout, website design, customer service) influence buying decisions.
Target Audience Identification: Learn how to identify and analyze target audiences to improve marketing strategies.
Develop Marketing Improvements: Propose creative ways to improve product marketing based on understanding consumer behavior.
Real-World Application: Apply knowledge of consumer behavior to real-world scenarios through activities, group discussions, and projects.
Unit Description:
The Characteristics of Consumer Behavior unit is designed to give students an in-depth understanding of the psychological, cultural, and emotional factors that influence consumer decisions. By exploring buying motives, consumer problem-solving processes, and the decision-making journey, students will develop critical insights into why people purchase what they do and how businesses can tailor their marketing strategies to appeal to different consumer groups.
This engaging and interactive unit includes various activities like the Impulse vs. Research Gallery Walk, Speed Debate Activity, and a Consumer Buying Process Commercial Project, all of which aim to give students hands-on experience analyzing real-world consumer behaviors. Additionally, the unit delves into high- and low-involvement products, customer perceptions, and the role of demographics and psychographics in shaping consumer decisions.
Students will explore the consumer buying decision process stages, from problem recognition to post-purchase evaluation. They will understand the impact of emotions, income, and life stages on buying behavior. Through these lessons and activities, students will be challenged to think about how businesses can use this information to create more effective marketing campaigns.
Activities and Projects:
Impulse vs. Research Gallery Walk: Students analyze various products to classify them as high or low involvement and determine whether their purchase is based on impulse or research.
Speed Debate Activity: Students debate current trends, analyzing the pros and cons and their influence on consumer behavior and marketing decisions.
Consumer Buying Process Commercial Project: Students create a commercial highlighting each stage of the consumer decision-making process, helping them understand how marketing influences consumer behavior at different stages.
Quizlet Review Activity: An interactive activity that helps students reinforce the vocabulary and key concepts.
Assessment:
Characteristics of Consumer Behavior Test: A comprehensive test covering the key concepts learned throughout the unit, including definitions, ideas, and real-world applications