Consumer Preference

Makers of consumer goods--from shampoo to ice cream, from toothbrushes to plastic storage bags, from home comupters to lawn mowers--want to know how their products are really used by buyers. For example, how many dollops of styling mousse does the average user put in her hair to achieve a satisfactory hold? What constitutes a fresh smelling load of laundry? How does a pot full of spaghetti noodles need to look, feel, and smell in order for the average consumer to consider it cooked? Beyond test kitchens, focus group studies, and surveys, few qualitative research techniques have allowed marketers and manufacturers to gain a profound understanding of how consumers truly use a product once they get it home from the store. Enter observational research (also known as ethnography), an increasingly popular marketing research technique. In a marketing context, ethnography or "descriptive anthropology" is the study of consumer behaviors. It is about observing and analyzing how consumers respond to a product or service in their own environments based upon their cultural values and relationships. Observational researchers study how people use and react to products or services in their own homes. The results of such studies often reveal surprising insights into consumer behaviors and preferences. This information then allows companies to tailor their advertising and marketing efforts to meet the often unspoken but widely observed needs of their targeted consumers. "The Observational Research Handbook" explores the burgeoning qualitative marketing research technique of ethnography and is the most comprehensive professional reference available on the subject. Directed to marketing and advertisingprofessionals, as well as to market researchers and manufacturers of consumer products, the book explains what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted.

Edited by five leaders in the field of health informatics, Consumer Health Informatics explores all aspects of this evolving science. This comprehensive volume will be an indispensable tool for both professionals and students as it details the broad scope of consumer health informatics and its impact on today's progressive and ever-changing world of health care. The inclusion of several case studies serves to examine pertinent topics, namely computer-based information for cancer; National Library of Medicine initiatives; and web-based patient preferences and utilities. Designed for use by medical IT specialists, physicians, nurses, healthcare providers, and professors and students of medical informatics, the book's chapter highlights include patient empowerment; frameworks and models for health behavior change and patient education; patient to patient communication; patient to provider communication; privacy and confidentiality; ethical issues; evaluation methods, and more.

Time preference - Time preference is the economist's assumption that a consumer will place a premium on enjoyment nearer in time over more remote enjoyment. A high time preference means a person wants to spend their money now and not save it, whereas a low time preference means a person might want to save their money as well.

Revealed preference - Pioneered by American economist Paul Samuelson (1915- ), revealed preference theory is a method by which it is possible to discern the best possible option on the basis of consumer behaviour. Essentially, this means that the preferences of consumers can be revealed by their purchasing habits.

Consumer to consumer - Consumer to consumer (or C2C) electronic commerce involves the electronically-facilitated transactions between consumers through some third party. A common example is the online auction, in which a consumer posts an item for sale and other consumers bid to purchase it; the third party generally charges a flat fee or commission.

Consumer-to-consumer electronic commerce - Consumer-to-consumer electronic commerce (abbreviated C2C) is an internet-facilitated form of commerce that has existed for the span of recorded history in the form of barter, flea markets, swap meets, yard sales and the like. Notably, most of the highly successful C2C examples using the Internet take advantage of some type of corporate intermediary and are thus not strictly "pure play" examples of C2C.

consumerpreference

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