There are six steps in the consumer research process. Pick a good or service you have an interest in and question about. Describe the good or service, your question(s) and the research process to lay the foundation. Walk through each of the six steps as it relates to your good or service, providing your analysis of each and what you would do specifically at each step and why. Which step was the most informative and why? Which step was the least informative and why? Did the process help address your question (s)? Integrate and apply the concepts from the learning in your response.


Define consumer behavior and discuss the underlying premise of consumer behavior, the marketing concept. Why is consumer behavior rooted in the marketing concept? How does customer value and customer satisfaction play into the marketing concept?