Consumer Behavior Part 1
Lesson 6-7
LESSON SUMMARY
This lesson introduces students to the concept of consumer behavior and its vital role in marketing. Through an engaging example about bottled water choices, students begin to understand that even simple purchases are influenced by a variety of factors—such as personal preferences, brand perception, and price. The lesson stresses that successful marketers must learn why consumers make certain purchasing decisions in order to develop effective marketing strategies.
Students then explore deeper concepts of consumer behavior through a video that identifies key influencing factors: personal opinions, economic conditions, advertising, and purchasing power. The case study of Starbucks’ failed expansion in Australia demonstrates the risks of neglecting cultural and consumer insights. Unlike American coffee consumers, Australians valued a strong local coffee culture, quality, and community-based experiences—elements Starbucks initially overlooked. This real-world example shows students the importance of conducting thorough market research and adapting to local consumer needs.
Finally, the lesson highlights modern ethical considerations in consumer data collection. Students are prompted to reflect on how companies use AI and data mining to track consumer behaviors through apps and devices. Questions about the balance between effective marketing and consumer privacy encourage critical thinking. Students are prepared to evaluate the advantages and drawbacks of these practices, as future business leaders who must make informed, ethical decisions about data usage in marketing.
This lesson introduces students to the concept of consumer behavior and its vital role in marketing. Through an engaging example about bottled water choices, students begin to understand that even simple purchases are influenced by a variety of factors—such as personal preferences, brand perception, and price. The lesson stresses that successful marketers must learn why consumers make certain purchasing decisions in order to develop effective marketing strategies.
Students then explore deeper concepts of consumer behavior through a video that identifies key influencing factors: personal opinions, economic conditions, advertising, and purchasing power. The case study of Starbucks’ failed expansion in Australia demonstrates the risks of neglecting cultural and consumer insights. Unlike American coffee consumers, Australians valued a strong local coffee culture, quality, and community-based experiences—elements Starbucks initially overlooked. This real-world example shows students the importance of conducting thorough market research and adapting to local consumer needs.
Finally, the lesson highlights modern ethical considerations in consumer data collection. Students are prompted to reflect on how companies use AI and data mining to track consumer behaviors through apps and devices. Questions about the balance between effective marketing and consumer privacy encourage critical thinking. Students are prepared to evaluate the advantages and drawbacks of these practices, as future business leaders who must make informed, ethical decisions about data usage in marketing.
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Activity 1: Do Now (4:26)
Directions (Continued): Activity 1 is a DO NOW that you fill out on your worksheet. Watch the video and complete the DO NOW.
Activity 2: Define The Importance Of Consumer Behavior (8:11)
Directions (Continued): Activity 2 has 2 questions to fill out on your worksheet. Watch the video and complete the quiz and the worksheet.
Directions: Preview the quiz questions below. Take the quiz on Schoology.
Activity 3: Case Study Starbucks In Australia (8:18)
Directions (Continued): Activity 3 has 1 question to fill out on your worksheet. Watch the video and complete the quiz and the worksheet.
Directions: Preview the quiz questions below. Take the quiz on Schoology.
Activity 4: Consumer Behavior & Ethics 3:52
Directions (Continued): Activity 4 has 1 question to fill out on your worksheet. Watch the video and complete the quiz and the worksheet.
Directions: Preview the quiz questions below. Take the quiz on Schoology.
Activity 5: McDonalds In France
Higher Level Question
Task: Write a one paragraph response to the prompt below.
Prompt: Considering what you know about Starbucks struggles in the Australian market, what steps should marketers take before entering a new global market?
Prompt: Considering what you know about Starbucks struggles in the Australian market, what steps should marketers take before entering a new global market?
Lesson Plan
| marketing_lesson_plan_6-_consumer_behavior_part_1.docx |