I WILL TAKE A LARGE VEGGIE PIZZA AND A LESSON ABOUT THE CONSUMER BUYING PROCESS

ABSTRACT

The pandemic has left students feeling unmotivated and missing class collaboration, resulting in an opportunity to create community. Creating community often occurs when eating food with others. Building upon the need to create community and to help marketing educators create a lesson that easily conveys the nuances of the consumer behavior buying process, this article describes an innovation that teaches the consumer buying process by demonstrating it through a need the class has (hunger) and ordering a pizza during the class period to satisfy the need. The innovation is related to course learning outcomes for a Marketing Principles or Consumer Behavior class and includes specific steps for implementation. Empirical evidence through actual and perceived learning using both qualitative and quantitative research supports the effectiveness of the innovation. Adaption tips guide implementation across formats, class size, and other applicable classes. Potential issues are anticipated and addressed to aid educators in first-time use of the innovation.

KEYWORDS:

• Teaching Innovation
• Consumer Behavior
• Pizza
• Community
• Recognized Need
• Search
• Purchase

Disclosure Statement

No potential conflict of interest was reported by the author(s).