Consumer Psychology and Behavior

BUS 5910 Consumer Psychology and Behavior Week 1 Field Assignment: Chapters 1 and 2 For this fieldwork assignment, you will use various approaches to observe the process of consumer behavior (that goes on around us all the time) in order to: 1) Enhance your understanding of the nature of consumer behavior. 2) See what kinds of factors related to consumer behavior are important. 3) Identify the issues/trends that are particularly important at this time. 4) Further recognize the pervasiveness of marketing in our lives. This field exercise offers several distinct benefits. First, it will supplement your reading on marketing research and observational research techniques, as well as the subjectivity inherent in pure observation. Second, it should reinforce many of the age, gender, product-based, and other consumer findings that will be presented this term. And finally, it should be a first step in helping you become more self-aware of your own behavior as a consumer and what it represents, a primary course objective. The assignment is divided into three parts. You may complete the assignment on your own or pair up with 1 classmate. If you choose to collaborate, you should EACH upload the completed assignment, so I know it has been handed in by both of you please put BOTH names on the document. The assignment is due (uploaded to the D2L portal under the Assignment tab) by 11:59 p.m. on February 1, 2026. If you have questions about the assignment, please email me (cronleym@apsu.edu). Part I Journaling Consumer Behavior The objective of this part of the assignment is to simply observe and record many examples of different types of consumer behavior. What is consumer behavior? You should use your first assigned readings to learn about the definition and types of consumer behaviors, which will help you. (Hint: Watching someone stand in line at Jimmy Johns, watching your roommate laugh at a TV ad, and throwing an aluminum pop can in a recycling bin are ALL examples of consumer behavior.) Take a 1-day period (when youre awake, of course) and just be aware. Take note of all your actions and behaviors that can be considered consumer behavior. Also, note the behaviors of others as much as possible. Keep a journal or notebook with you and write down your thoughts. Finally, type up your list for submission. (If you work with a partner, each partner should have their own list.) Max. 1-page. Part II Consumer Behavior Mystery Shopper Observational Study The truths and power of consumer analysis become real when you observe consumers in real shopping situations. This is a common technique (sometimes called mystery shopping) used by many companies to better understand their customers. This part of the assignment involves using observational research to answer specific behavioral research questions. Step 1 Choose one of the observational research tasks shown in the list below to complete or make up a question/task of your own. Step 2 Plan to go on at least two data-gathering trips. Step 3 Collect your observations. You should collect at least 5 observations of each type of subject (e.g., 5 men and 5 women for a total of 10). The specific information you choose to gather is up to you, although you will definitely want to take notes on each observation and know what types of information you are looking for before you start. Using those observations, you should generate some general findings and conclusions, as well as potential implications for marketers. (NOTE: Data is to be collected via observation only. No surveys or other forms of interaction are permitted. And while you are observing, make sure that you do not distract or disrupt your subjects. You should make sure that you are as inconspicuous as possible.) Step 4 Write-up: Summarize the information you collected, your conclusions, and implications for marketers. (1-2 pgs.). Notes: Again, you may work with a partner on this part of the assignment if you like, or you may work on your own or with one. Possible Research Tasks (you may also choose another task of your liking): 1. Compare the behaviors of men shopping alone for groceries with those of women shopping for groceries alone. 2. Compare the behaviors of pre-adolescent boys shopping with an adult with those of pre-adolescent girls shopping with an adult. 3. Compare the shopping behaviors of senior citizen couples with those of young couples. 4. Observe the behaviors of teenage boys and girls shopping without a parent. 5. Compare the purchase of a specific food or beverage item in a supermarket vs. a restaurant/bar. 6. Observe the purchase of impulse items at the point of checkout. Part III Segmentation Analysis First, visit your local supermarket. 1. Make a list of all the brands of cereal offered by a single company. Briefly identify what markets are targeted based on the targeting strategies identified in the course materials. Your grade will depend on how well you relate this to the books discussion of segmentation and targeting. Notes: Again, you may work with a partner on this part of the assignment if you like, or you may work on your own or with one.