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Before anything else, you need to know
all about your consumers
› Who are they?
› What do they want?
› How can I reach them?
1. Market research
2. Consumer behaviour
Necessity: analyze your market before
you launch your product
Traditional types of market research
› Desk research
› Field research, eg. questionnaires
› Data consulting
The Nielsen corporation (AC Nielsen)
› Reliable and objective information on the
impact of marketing and sales programs
› Nielsen ratings: system that measures
television, radio and newspaper audiences
in their respective media markets
› Homescan program: sample members track
and report all grocery and retail purchases,
allowing purchasing patterns to be related
to household demographics
GfK:
› Consumer panels
› Mystery shopping
› ROI of promotions
› Retail sales tracking
› Trends and forecasts
› Webshop advice
Trendwatching:
› Eg. Herman Konings
Specialized market research:
› Quantitative research
› Eye-tracking
› Facial coding
› Neuro marketing
› Mystery shopping
Contents:
› 1. Introduction
› 2. Stimulus-response model
› 3. Purcase decision process
› 4. Purchase behaviour and orientation
› 5. Types of shopping behaviour
Consumer behaviour research focuses
on:
› What do consumers buy?
› Who buys?
› How do they buy?
› How much do they buy?
› Why do they buy?
Black box
Stimuli:
› Something that causes a physiological or
psychological response
› Can be marketing input
› Or different input
Black box:
› The process of decision making in the mind
of the consumer
› Processing stimuli
› Influenced by:
Mental processes
Exogenous variables (from outside)
Cultural
Culture
Subculture
Social class
Social
Refence
groups
Aspirational
groups
Opinion
makers
Family
Personal
Age + Life
cycle stage
Gender
Education
Job
Income
Life style
Cultural influence:
› Transferred by education
› Consists of subcultures
› Different social classes
Also geographic
Social influence:
› Groups you belong to,
› will belong to in the future or
› desire to belong to
Examples:
Meet the blogger, London 2014
Influence of personal factors:
› Age
› Life cycle stage
› Gender
› …
Which cultural, social and personal
factors can have an influence on a
person’s idea to buy home cinema
system?
Make a list of all relevant factors and
explain
Exogenous factors
Cultural influences Social infuences Personal
Stimuli Black box Response
Needs and motives
Decision making processMental processes
Learning process
Perception process
Attitude formation process
Mental processes: learning process
› Cognitive learning: gathering information
and knowledge
› Associative learning: consumer sees the link
because he knows from experience
Cfr. Pavlov
Classical conditioning
Instrumental conditioning
Cognitive: Associative:
Pavlov:
Classical
conditioning:
Belief that a stimulus
always generates
the same reaction
Eg. Smell of pizza
Eg. Bright light
Instrumental
conditioning:
Belief that a certain
behaviour is good
and should be
rewarded, other
behaviour is bad
and should be
punished
Examples of classical conditioning
› Phase 1: party atmosphere => fun, happy
› Phase 2: party atmosphere + Bacardi Mojito
=> fun, happy
› Phase 3: Bacardi Mojito => fun, happy
› Bacardi Mojito commercial
Explains:
Examples of instrumental conditioning:
Other example: Zazoo
Classical or instrumental?
Exogenous factors
Cultural influences Social infuences Personal
Stimuli Black box Response
Needs and motives
Decision making processMental processes
Learning process
Perception process
Attitude formation process
Perception process:
› Exposure
› Brains process the stimulus
› Selective and personal process
› Selective memorization
› Marketeers use music, icons, celebrity
endorsement, …
› How much have you notived and
remembered today?
Exogenous factors
Cultural influences Social infuences Personal
Stimuli Black box Response
Needs and motives
Decision making processMental processes
Learning process
Perception process
Attitude formation process
Attitude formation process› Attitude towards brand, product, …
› Can influence behaviour/purchase
› Attitude can be formed by many factors
Age
Reference groups
Life style
Income
Motivation
…
Exogenous factors
Cultural influences Social infuences Personal
Stimuli Black box Response
Needs and motives
Decision making processMental processes
Learning process
Perception process
Attitude formation process
Decision making process => purchase
decision process
Recognize the
problem
Gather information
Evaluate alternatives
Final choice
Result
Recognize the problem
› Feel the difference between the existing and
desired situation
› Take action
› Depends on
How big the problem is
Urgency
Gather information:
› Well informed = less risks
› Internal information search
› External information search
› 3 types of information sources:
Commercial
Neutral
Social
Exercise : describe how you choose your
institute of further education (Artevelde)
› Internal or external search
› Which of the 3 sources of information did you
use?
Evaluate alternatives:
› Evoked set
› Your criteria
Final choice => purchase
› Routine purchase?
› Limited decision process?
› Extended decision process?
› Much depends on the type of process
› And on rational elements (eg. price)
› And on emotional elements (eg. design)
Result = evaluation
› Happy; buy again
› Not happy; also report to others…