Undergraduate Consumer Research Articles

Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

Facebook Advertisements’ Impact on Undergraduate Consumer’s Purchasing Intention in Sindh, Pakistan

Analysis of Rice Consumer Loyalty in Pekanbaru City

This study aims to determine the loyalty of consumers who buy rice in Pekanbaru City. The method used is the survey method for households in Pekanbaru City, which consists of 12 Districts which are divided proportionally based on BPS data in 2020. The sample in this study is 240 households, based on the field survey results obtained for consumer characteristics are at 84.00% of the productive age ranges from 15 - 35 years old. For educational characteristics, 63.41% of undergraduate consumer education (S1) covers various fields of science. Then for the characteristics of income, it is found that as much as 6.92% of consumer income is 2,888,564 or equivalent to MSEs. Whereas for the type of work obtained as many as 57.4% have a livelihood / job as private employees. Meanwhile, the results of the analysis of consumer loyalty are not yet at the level of loyal buyers because the loyalty pyramid value of Switcher buyers is still above 50% and the value of committed buyers is still very small, namely 26.67%. The level of loyalty of rice consumers in the city of Pekanbaru is not yet at the level of loyal buyers because in the loyalty pyramid the value of Switcher buyers is still above 63%, which is 56.61% with the frequent category and the committed buyer value is also very small, namely 49.72% with the non-category. like, for the value of Liking The Brand and Satisfied Buyer, which is 100% with the very satisfied category. And the Habitual Buyer value is 96.66% with the category agree.

Analysis of Rice Consumer Loyalty in Pekanbaru City

This study aims to determine the loyalty of consumers who buy rice in Pekanbaru City. The method used is the survey method for households in Pekanbaru City, which consists of 12 Districts which are divided proportionally based on BPS data in 2020. The sample in this study is 240 households, based on the field survey results obtained for consumer characteristics are at 84.00% of the productive age ranges from 15 - 35 years old. For educational characteristics, 63.41% of undergraduate consumer education (S1) covers various fields of science. Then for the characteristics of income, it is found that as much as 6.92% of consumer income is 2,888,564 or equivalent to MSEs. Whereas for the type of work obtained as many as 57.4% have a livelihood / job as private employees. Meanwhile, the results of the analysis of consumer loyalty are not yet at the level of loyal buyers because the loyalty pyramid value of Switcher buyers is still above 50% and the value of committed buyers is still very small, namely 26.67%. The level of loyalty of rice consumers in the city of Pekanbaru is not yet at the level of loyal buyers because in the loyalty pyramid the value of Switcher buyers is still above 63%, which is 56.61% with the frequent category and the committed buyer value is also very small, namely 49.72% with the non-category. like, for the value of Liking The Brand and Satisfied Buyer, which is 100% with the very satisfied category. And the Habitual Buyer value is 96.66% with the category agree.

Professional Behavior Education in the FCS Curriculum

Undergraduate family and consumer sciences (FCS) programs help students develop skills essential to academic achievement as well as future employment and career success. Development of both hard and soft skills is part of the FCS curriculum and can include critical skills necessary to perform tasks required on the job as well as skills needed to communicate and work well with others (Professionalism, 2018). The development of professional behaviors in students begins in the classroom but the process of learning and growing, both personally and professionally, continues as students advance to complete their education. Often students participate in capstone experiences to refine appropriate professional behaviors relative to their discipline. This paper reviews the importance of professional behavior development in FCS students and offers insight into lessons learned when educators at a southern university assessed the professional behavior education in their curriculum.

Art Isn’t Easy . But It Makes Learning Easier: Using Art to Improve Cognition

This paper describes an innovative assignment in which students associate marketing concepts with artwork from a specified photographic exhibit. During the encoding process, linking various topics with pieces of art activates high-involvement learning, creative elaboration, and analytical reasoning. Consequently, students experience higher levels of learning, specifically synthesis, in this environment than in a “straight lecturing” learning environment. Implementation of this assignment in undergraduate consumer behavior and introductory marketing courses increased cognition and achievement of learning outcomes compared with sections without this assignment. In addition, students reported high levels of satisfaction with completing a nontraditional assignment that challenged them creatively.

Reflecting on teaching through reflective service-learning: a pedagogical journey

This paper describes the process of developing a revising service-learning component in an undergraduate psychology and family consumer science course through a reflective process of continual modification. Service-learning can be an effective pedagogical tool if it involves reflection, but facilitating student reflection can be challenging. Reflection upon student learning drove continual modification of the service-learning component over the course of five semesters. Lessons learned from this process, illustrated by excerpts from student course evaluations and reflection papers, are outlined and related suggestions for teachers and researchers interested in service-learning are included.

How do students define their roles and responsibilities in online learning group projects?

The goal of this study was to explore the processes of group role formation in online class settings. Qualitative analysis was used to code chat logs and discussion threads in six undergraduate Family and Consumer Sciences online courses that required online group projects. Four themes related to the process of group role formation emerged: testing the waters, apologies as being nice, tag – you’re it, and struggling to find one’s role. Students created roles of leader, wannabe, spoiler, agreeable enabler, coat‐tails, and supportive worker as the group process evolved over the course of the semester. Results lend support for a balance between allowing students to create and experience roles on their own and faculty assignment of roles. Questions are raised related to faculty approaches toward directing and scaffolding the group process.

Research on Online Shopping Intention of Undergraduate Consumer in China--Based on the Theory of Planned Behavior

Based on the Theory of Planned Behavior, this research is to construct a logit model on online shopping intention of undergraduate consumer and discuss the main influential factors and extent on that. We find out it is greatly influenced by price of goods and the student’s knowledge on computer and online currency clearing. We finally propose relevant suggestions and countermeasures for buyers and suppliers of online shopping.

Incorporating Transformative Consumer Research Into the Consumer Behavior Course Experience

In contrast to understanding consumer behavior for the benefit of business organizations, transformative consumer research (TCR) seeks to understand consumer behavior for the benefit of consumers themselves. Following Mari’s (2008) call for the incorporation of TCR in doctoral programs in marketing, this article outlines the relevance of TCR to the undergraduate consumer behavior course experience and develops topical and structural recommendations for implementation. Empirical evidence indicates positive student perceptions of TCR-based course projects in terms of complementing traditional projects, personal relevance, awareness of social responsibility issues, and marketing applications.

Cognitive Minds and Connected Markets: A Computer-Based Consumer Behavior Course Module for the Digital Future

This paper presents an innovative instructional module for undergraduate Consumer Behavior courses, based on its implementation at a regional Midwestern university for the past three years. The proposed Market Interaction Modeling (MIM) project fills the void in experiential methods, information technology integration, and real world relevance that has been repeatedly called for in the marketing education literature. The MIM module blends the necessary cognitive choice theory with poignant digital market connectivity themes, while also providing experiential learning opportunities that exceed the traditional sufficiency level for the Consumer Behavior course.

Two-Stage Budgeting: A Difficult Problem

Utility maximization with a weakly separable utility function requires a consumer create an optimal budget for each separable subgroup. We show that computational complexity of optimal budgeting is the maximum of an exponential in the number of alternatives and a quadratic in the number of budget increments. From a budget survey of undergraduates we show that an undergraduate procedural consumer can obtain a budget estimate from the experience of previous students and can monitor the flow of funds and can make adjustments at a minuscule fraction of the calculations needed for optimal budgeting.

Bringing Consumer Behavior to the Workbench: An Experiential Approach

This article outlines an experiential project to be used in an undergraduate consumer behavior course that encourages students to focus on the integration of course concepts into a coherent framework. The project not only illustrates how marketing strategy depends on market behavior, but also facilitates students' ability to synthesize and apply information.

Using Real World Examples to Teach Undergraduate Consumer Behavior

Many approaches have been used to teach consumer behavior to undergraduate students. While many difficulties in teaching such a course exist, the approach to heavy use of published real world examples to show applications of behavioral science theories and concepts has proven very successful.