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Consumer BehaviorConsumer BehaviorResearch MethodsResearch Methods

Henk Roest

OnderzoeksopzetOnderzoeksopzet

Achtergrond probleem

Probleemstelling

Literatuur

Methode en analyse Resultaten

Aanbevelingen

Consumer BehaviorConsumer BehaviorResearch MethodsResearch Methods

Surveys

Focus Groups

Interviews

Storytelling

Use ofPhotography andPictures

Diaries

Experiments

Field Experiments

Observations

Purchase Panels

DatabaseMarketing

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Consumer BehaviorConsumer Behavior

Data AnalysisData Analysis Univariate data

analysis

Frequencies and

distribution

Graphic analysis

Recoding

Multivariate dataanalysis:

Regression analysis

Analysis of variance

(ANOVA)

Conjoint analysis

Discriminant analysis

Multi dimensionalscaling

Cluster analysis

OnderzoeksopzetOnderzoeksopzet

Achtergrond probleem

Probleemstelling

Literatuur

Methode Resultaten

Aanbevelingen

TevredenheidsscoresService items Klanten percepties Management percepties

van klanten percepties

Betrokkenheid personeel 8.12 7.64

Responsiviteit 7.71 6.36

Betrouwbaarheid 7.60 7.16

Informatie voorziening 7.57 6.92

Bereikbaarheid 7.49 7.16

Bescherming privacy 7.48 6.88

Betaalbaarheid 7.30 6.12

Onderhoud 7.09 5.92

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Belangrijkheidsscores

Service items Klanten percepties Management percepties

van klanten percepties

Betrokkenheid personeel 11.45 8.37

Responsiviteit 16.07 12.90

Betrouwbaarheid 15.41 17.43

Informatie voorziening 15.51 9.81

Bereikbaarheid 10.04 10.11

Bescherming privacy 5.20 6.77

Betaalbaarheid 8.12 14.47

Onderhoud 18.23 20.13

Picture of SynthetronPicture of Synthetron

Conjoint AnalysisConjoint Analysis

Verschillende variaties cameras:

Merk: Canon versus Medion

Prijs: 300 versus 400 euro

Sensor: 8 versus 12 mega pixels

Techniek: spiegel reflex versus compact

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ResultatenResultaten

Story Completion ExampleStory Completion Example

Department Store Patronage Project

A man was shopping for a business suit in his favorite

department store. After spending 45 minutes andtrying several suits, he finally picked one he liked. As

he was proceeding to the checkout counter, he was

approached by the salesman, who said, Sir, at thistime we have higher quality suits which are on sale

for the same price. Would you like to see them?

What is the customers response? Why?

LiteratureLiterature In order to assess product expectations

consumers frequently use cues (Olson, 1972;Bao et al., 2011)

Cues may be diagnostic on a single product

attribute or multiple attributes (Steenkamp,1990; Chang, 2008, Myazaki et al., 2005)

Usually category membership is assessedfirst and product quality second (Bruner,1957)

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ObservationsObservations Consumers use similar cues to infer

product quality and categorymembership

Some cues may be more diagnosticthan others in signaling either/bothproperties

People prefer the best quality offeredwithin a product category

ManagerialManagerial problemproblem

Which cues should be stressed inproduct development and marketingcommunications, considering that:

certain cues trigger category membershipand consequently a bundle of experience-based category expectations that areattributed towards the focal brand?

certain cues are related to a single attributeexpectation of a focal brand?

Restaurant Categories andRestaurant Categories andNorm StructureNorm Structure

empathy

ambiance

professio-nalism

reliability

servicescapes

privacy

access

4,5

4

3,5

3

2,5

2

atmosphere

bistro

lunchroom

road side

fast-food

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TheoreticalTheoretical problemsproblems

Research has focussed on which cuesare used to infer either product quality orcategory membership

Different techniques have beendeveloped to determine the predictivevalue on either constructs

Research objectivesResearch objectives

Develop a method that determines therelative predictive values of different cuessimultaneously

Determine the predictive quality value and

the predictive prototypical value of selectedcues

Assess the relationships between thesevalues

MethodMethod

113 visitors of restaurants

24 (profiles) fractional factorial x 2(categories) x 2 (situations) within-subjects design

conjoint analysis

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88 ScenariosScenarios, e.g., e.g. When visiting dowtown Tilburg you

discover a new restaurant. You noticethe Auberge du Bonheur [brand name]signboard and the ANWB***plaque[quality mark]on the facade. Gazingthrough the window you notice that theother customers are dressed Casual[dress].The tables are covered withPlacemats [interior].

ExpectationsExpectations onon:: Service quality 1 overall

7 dimensions

Cost

Category prototypicality bistro

atmosphere

Purchase intention close friends

business relatives

Cue valuesCue values Predictive values: relative importances in

assessing quality (dimensions), cost, categorymembership, intention part-worths

Discriminative values: extent to which the cue quality association is concentrated on asingle quality dimension:

DVci is the discriminant value of cue c for subject i, and PV cid isthe predictive value of cue c for subject i on each of the qualitydimensions d.

PV

PVofdeviationmaximum=DV

cid

7

1=D

cid

ci

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Construct F-Value D.F F-Prob Mean-Scores

Brand Name Dress Interior Qu ality M ark

Predictive CostValue

4.90 3;440 .00 .19a .22a .25a .34a

Predictive QualityValues

Overall Quality 16.97 3;448 .00 .18a,b .19a,b .28ab .35a

Empathy 10.11 3;432 .00 .21a .21a .33a .25a

Ambiance 42.83 3;436 .00 .20a .18a .43a .20a

Professionalism 191.4 3;440 .00 .12a .11a .15a .62a

Reliability 9.23 3;428 .00 .19a,b .22a,b .29b .30a

Service scapes 7.20 3;416 .00 .22a .22a .33a .23a

Privacy 1.80 3;400 .15 .26 .23 .28 .22

Access 4.93 3;240 .00 .32a .20a .22a .26

DiscriminativeValue

4.81 3;444 .00 .20 .16a .17a .22a

Construct F-Value D.F. F-ProbMean-Scores

Brand Name Dress In terior Quality M ark

PrototypicalityValue

Bistro 27.35 3;444 .00 .20a .25a .36a .20a

Atmosphere 48.41 3;448 .00 .17a,b .23ab .39a .22a

Preference Value

Friends 14.10 3;448 .00 .17a,b .33a .26a

b .23a

Business 47.11 3;448 .00 .14a,b,c .28ab .38a .20a,b

c

a Tukey's HSD; superscript versus subscript indices indicate significant differences between cue value meansat p=.05.

Table 1. Estimated Cue Values (ANOVA)

ResultsResults

Quality marks and interior have the highest,and brand name the lowest predictive value inassessing restaurant quality

Quality marks also have the highest

discriminant value, and interior and dressdisplay the lowest

Interior has the highest prototypical value

Differences in purchase intention value for thetwo usage situations are apparent

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ImplicationsImplications

Prototypical cues (i.e. dress) should bestressed:

First

Systematically

Discriminant cues (i.e. quality mark)should be used for:

Brand positioning

Best choice

Judgement AJudgement AJohn is jaloers, koppig, impulsief, kritisch, vlijtig,en intelligent. Over het algemeen genomen,hoe emotioneel denk je dat John is?

(omcircel een number)

1 2 3 4 5 6 7 8 9Helemaal niet Heel erg

emotioneel emotioneel

Judgement BJudgement BJim is intelligent, vlijtig, kritisch, impulsief,koppig en jaloers. Over het algemeengenomen, hoe emotioneel denk je dat Jim is?

(omcircel een number)

1 2 3 4 5 6 7 8 9

Helemaal niet Heel erg

emotioneel emotioneel

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Research QuestionResearch QuestionWhat influences how much of the

product the consumer uses?

Judgments about product effectiveness

Supply on hand

Study 1Study 1--DesignDesign Objective: To investigate whether the supply of the product,

the container, and the fill level of the container influence theamount of a product consumers use (sample: 75 Universityemployees)

full

Half-full

One-fourth full

full

Half-full

Cleaning power was rated as equallystrong across containers size

Transparentcontainers

1000 ml

500 ml

Study 1Study 1--ResultsResults

Full Half-full Quarter- full

Large bottle

146 ml 97 ml 121 ml

Small bottle

87 ml 136 ml

250 ml500 ml1000 ml

500 ml 250 ml

First ANOVA

Container size*fill level)

Significant container size by fill-levelinteraction

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Study 1Study 1--ResultsResults

Full Half-full Quarter- full

Large bottle

146 ml 97 ml 121 ml

Small bottle

87 ml 136 ml

250 ml500 ml1000 ml

500 ml 250 ml

First ANOVA

Container size*fill level)

Significant container size by fill-levelinteraction

Second ANOVA

Container size*volume of liquid

Significant main effect for volume ofliquid

Results DiscussionResults Discussion

Qt poured

Supply on handHigh Moderate Small

Contrast Effect

Large supply leadsconsumers to usemore, so that theamount poured doesnot seem so small

Assimilation Effect

Supply and acceptablerange of amounts tobe used are perceivedas similar

Study 2Study 2 Objective: To find out whether usage decreases

with supply

Sample: 30 University employees; 15 subjectsper cell.

Two-thirds full

One third full

Transparentcontainer

Two-thirdsfull

(667 ml)

One-third full

(333 ml)

Large bottle 137 ml 85 ml

1000 ml

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Results OverviewResults Overview

Available supply influences theamount consumed on single-usageoccasions

A necessary and sufficient condition

for supply to influence usageappears to be that the amountavailable be visually assessable

Usage decreases as the supplydiminishes

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Wie stuurt wie?Wie stuurt wie? Het bedrijf, de regels, de chef, collegas

de klant ..

Centraal in dienstverlening staat: werkdruk ofwelRole Stress

Twee soorten stress:

Role ambiguity: het ontbreken van de juisteinformatie

Role conflict: spanningsveld tussen de eisen van

de organisatie en die van de klant

Empirisch OnderzoekEmpirisch Onderzoek

groep cohesie

technische

kwaliteit

werknemer

tevredenheid

role ambiguity

role conflict

leiderschap

werksfeer

leiderschap

informatie

empowerment

vaardigheid

empowerment

bevoegdheid

formalisatie

functionele

kwaliteit

-0.44

-0.21

-0.36

-0.320.37

0.21

0.32

0.40

-0.23

0.44

0.38

wat

hoe

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Who Conducts Consumer Research?Who Conducts Consumer Research?

In-house Marketing Research Departments

External Marketing Research Firms

Advertising Agencies

Syndicated Data Services

Retailers

Research Foundations/Trade Groups

Government

Consumer Organizations

Academics and Academic Research Centers

Types of Consumer ResearchersTypes of Consumer Researchers

MarktaandelensupermarktketensMarktaandelensupermarktketens

F or mu le aan de el 2 00 5 aan de el 2 00 6 g ro ei

Alb er t He ij n 2 6, 4% 2 7, 5% + 1, 1%

C1000 14,8% 14,6% - 0,2%

SdB 8,0% 7,6% - 0,4%

Jumbo 3,4% 4,2% + 0,8%

Plus/Spar 6,4% 6,9% + 0,5%

Sligro - 2,0% + 0,?%

H oo gv li et 1 ,7 % ' bi jn a 2 ,0 % ' + 0 ,? %

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Primary Versus Secondary DataPrimary Versus Secondary Data

Primary Data : Data originating from aresearcher and collected to provide informationrelevant to a specific research project.

Secondary Data: Data collected for some

other purpose that is subsequently used in aresearch project.

Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior

Developing a Customer-OrientedStrategy

How Is the Market Segmented?

Typen SegmentatievariabelenTypen SegmentatievariabelenObjectief Subjectief

Algemeen

niveau

Inkomen

Leeftijd

Opleidingsniveau

Woonplaats/postcode

Gedragspatronen

Levensstijl

Persoonlijkheid

Instrumentele waarden

Eindwaarden

Domeinspecifiek

niveau

Gebruiksfrequentie

Substitutie

Complementariteit

Waarneembar gedrag

Interesses/opinies

Perceptie

Attitude

Domeinspecifieke waarden

Merkspecifiek

niveau

Merktrouw (gedrag)

Gebruiksfrequentie

Handelingen

Merkkennis

Koopintentie

Merktrouw (attitude)

Preferentie

Evaluatie

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Marketing Implications ofMarketing Implications of

Consumer BehaviorConsumer Behavior Developing a Customer-Oriented

Strategy

How Is the Market Segmented?

How Profitable Is Each Segment?

What Are the Characteristics ofConsumers in Each Segment?

Are Customers Satisfied with ExistingOfferings?

Mobils Segmentation StudyMobils Segmentation Study


Selecting the Target Market

Positioning

How Are Competitive OfferingsPositioned?

How Should Our Offerings BePositioned?

Should Our Offerings Be Repositioned?

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Agressive

Trivial

Shy

CapableDumb

Simple

Elegant

Arrogant

Energetic

Serious

Weak

Impulsive

Young

Calm

Classy

Autoritarian

Lively

Gentil

Masculine

Naive

Superficial

Original

Fun

Spontaneous

Strict

Fminin

Characterless

Sophisticated

Smart

Mini

Volkswagen

Toyota

Renault

Peugeot

Lancia

Honda

Suzuki

Nissan

Kia

HyundaiFiat

Skoda Daewoo

SeatOpelMitsubishi

MazdaFord

Citron

Land.Rover

Jeep

Bmw

Alfa.Romeo

.VolvoSaab

RoverMercedes

Jaguar Chrysler

Audi

Chevrolet

Indulgingemotions

Controllingemotions

Socialaffirmation

Social Integration

Positioning MapPositioning MapMulti Dimensional ScalingMulti Dimensional Scaling


1. Developing Products or Services What Ideas Do Consumers Have for

New Products?

What Attributes Can Be Added to or

Changed in an Existing Offering? What Should Our Offering Be Called?

What Should Our Package and LogoLook Like?

What About Guarantees?


2. Making Promotion (MarketingCommunications) Decisions

What Are Our Advertising Objectives?

What Should Our Advertising Look Like?

Where Should Advertising Be Placed?

When Should We Advertise?

Has Our Advertising Been Effective

What About Sales Promotion Objectives and Tactics?

When Should Sales Promotions Happen?

Have Our Sales Promotions Been Effective?

How Many Salespeople Are Needed to Serve Customers?

How Can Salespeople Best Serve Customers?

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Marketing Implications ofMarketing Implications of

Consumer BehaviorConsumer Behavior3. Making Pricing Decisions

What Price Should BeCharged?

How Sensitive Are Consumersto Price and Prices Changes?

When Should CertainPrice Tactics Be Used?

DDealeal EEffectffect CCurveurve


4. Making Distribution Decisions

Where Are Target Consumers Likelyto Shop?

How Should Stores Be Designed?

Documents

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