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Introduction to User/Consumer behaviour
Consumer behaviour,Eighth Edition
SCHIFFMAN & KANUK
Part 1
Users behaviour:
definition
The behaviour that consumers/users display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.
7/43
Part 1: Introduction
Consumer behaviour Schiffman & Kanuk Chapter 1
Personal Consumer:
definition
The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.
Consumer behaviour Schiffman & Kanuk Chapter 18/43
Firm’s Marketing Efforts1. Product2. Promotion3. Price4. Channels of distribution
Sociocultural Environment1. Family2. Informal sources3. Other noncommercial sources4. Social class5. Subculture and culture
Output
Process
Input
Ex
tern
al
Influ
en
ce
Co
ns
um
er D
ec
isio
n
Ma
kin
gP
os
t-D
ec
isio
n be
ha
vio
ur Postpurchase
Evaluation
Purchase1. Trial2. Repeat purchase
Need Recognition
Prepurchase Search
Evaluation of
Alternatives
Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes
Experience
A Model of Consumer Decision Making
Consumer behaviour Schiffman & Kanuk Chapter 19/43
process
Consumer/User research
Consumer behaviour,Eighth Edition
SCHIFFMAN & KANUK
Chapter 2
Positivism
definition
A consumer behaviour research approach that regards the consumer behaviour discipline as an applied science.
Consumer behaviour Schiffman & Kanuk Chapter 211/43
Quantitative Research• Descriptive in nature.• Enables marketers to “predict” consumer
behaviour.• Research methods include experiments,
survey techniques, and observation.• Findings are descriptive, empirical and
generalizable.
Consumer behaviour Schiffman & Kanuk Chapter 213/43
definition
Interpretivism
A postmodernist approach to the study of consumer behaviour that focuses on the act of consuming rather than on the act of buying.
Consumer behaviour Schiffman & Kanuk Chapter 214/43
• Consists of depth interviews, focus groups, metaphor analysis, collage research, and projective techniques…
• Administered by highly trained interviewer-analysts.
• Findings tend to be subjective.• Small sample sizes.
Qualitative Research
Consumer behaviour Schiffman & Kanuk Chapter 215/43
PURPOSE
METHODOLOGY
Positivism
Prediction of consumer actions
Positivism
Prediction of consumer actions
Interpretivism
Understanding consumption
practices
Interpretivism
Understanding consumption
practices
Positivism
Quantitative
Positivism
Quantitative
Interpretivism
Qualitative
Interpretivism
Qualitative
Comparisons between Positivism and Interpretivism
Consumer behaviour Schiffman & Kanuk Chapter 216/43
Comparisons between Positivism and Interpretivism (continued)
ASSUMPTIONS
Positivism
•Rationality; consumers make decisions after weighing alternatives
•The causes and effects of behaviour can be identified
•Individuals are problem solvers
•A single reality exists
•Events can be objectively measured
Interpretivism
•No single, objective truth
•Reality is subjective
•Cause and effect cannot be isolated
•Each consumption experience is unique
•Researcher/respondent interactions affect research findings
Consumer behaviour Schiffman & Kanuk Chapter 217/43
The Consumer Research Process
• Six steps– defining the objectives of the research– collecting and evaluating secondary data– designing a primary research study– collecting primary data– analyzing the data– preparing a report on the findings
Consumer behaviour Schiffman & Kanuk Chapter 218/43
Develop Objectives
Collect Secondary Data
Design Qualitative Research•Method• Screener questionnaire• Discussion guide
Prepare Report
Analyze Data(Subjective)
Conduct Research(Using highly trained
interviewers)Exploratory
Study
Prepare report
Analyze Data(Objective)
Collect Primary Data(Usually by field staff)
Design Quantitative Research•Method• Sample design• Data collection instrument
The Consumer/user Research Process
Consumer behaviour Schiffman & Kanuk Chapter 219/43
process
Developing Research Objectives
• Defining purposes and objectives helps ensure an appropriate research design.
• A statement of objectives helps to define the type and level of information needed.
Consumer behaviour Schiffman & Kanuk Chapter 220/43
Secondary Versus Primary Data
• Secondary data: data that has been collected for reasons other than the specific research project at hand
• Primary data: data collected by the researcher for the purpose of meeting specific objectives
Consumer behaviour Schiffman & Kanuk Chapter 221/43
Government Publications
Internal Sources
Periodicals &
Books
Commercial Data
Major Source of Secondary Data
Consumer behaviour Schiffman & Kanuk Chapter 222/43
Data Collection Methods
Observation
Experimentation
Surveys
Consumer behaviour Schiffman & Kanuk Chapter 223/43
Observational Research
• Helps marketers gain an in-depth understanding of the relationship between people and products by watching them buying and using products.
• Helps researchers gain a better understanding of what the product symbolizes.
• Widely used by interpretivist researchers.
Consumer behaviour Schiffman & Kanuk Chapter 224/43
Experimentation
• Can be used to test the relative sales appeal of many types of variables.
• Only one variable is manipulated at a time, keeping other elements constant.
• Can be conducted in laboratories or in the field.
Consumer behaviour Schiffman & Kanuk Chapter 225/43
Survey Data Collection Methods
Personal Interview
Telephone
Online
Consumer behaviour Schiffman & Kanuk Chapter 226/43
MAIL TELEPHONEPERSONAL INTERVIEW
ONLINE
Cost Low Moderate High LowSpeed Slow Immediate Slow FastResponse rate Low Moderate High
Self-selection
Geographic flexibility Excellent Good Difficult Excellent
Interviewer bias N/A Moderate Problematic N/A
Interviewer supervision N/A Easy Difficult N/A
Quality of response Limited Limited Excellent Excellent
Comparative Advantages
Consumer behaviour Schiffman & Kanuk Chapter 227/43
Attitude Scales
• Likert scales: easy for researchers to prepare and interpret, and simple for consumers to answer.
• Semantic differential scales: relatively easy to construct and administer.
• Rank-order scales: subjects rank items in order of preference in terms of some criteria.
Consumer behaviour Schiffman & Kanuk Chapter 230/43
Please place the number that best indicates how strongly you agree or disagree with each of the following statements about shopping online in the space to the left of the statement.
1 = Agree Strongly2 = Agree3 = Neither Agree or Disagree4 = Disagree5 = Disagree Strongly
_____ a. It is fun to shop online._____ b. Products often cost more online._____ c. It is a good way to find out about new products.
Example of a Likert Scale
Consumer behaviour Schiffman & Kanuk Chapter 231/43
example
1
2
3
4
5
Co
st
Avail
ab
ilit
y
Nu
mb
er
of
Tit
les
Ease o
f
Access
Cla
rity
of
Pic
ture
DVD
DigitalCableDIVX
Excellent
Neutral
Poor
Semantic Differential Profiles of Three Pay-Per-Movie Services
Consumer behaviour Schiffman & Kanuk Chapter 232/43
example
Consumer behaviour Schiffman & Kanuk Chapter 233/43
example
Rank the following computer manufacturers in terms of hotline help by placing a 1 next to the one who provides the best telephone help, a 2 next to the second best, until you have ranked all six.
_____ IBM _____Hewlett Packard_____ Dell _____ Gateway_____ Compaq _____ NEC
Rank-Order Scales
Consumer behaviour Schiffman & Kanuk Chapter 234/43
example
Qualitative Data Collection Methods
Depth Depth InterviewsInterviews
Projective Projective TechniquesTechniques
FocusFocusGroupsGroups
Metaphor Metaphor AnalysisAnalysis
Consumer behaviour Schiffman & Kanuk Chapter 235/43
definition
Focus Group
A qualitative research method in which eight to ten persons participate in an unstructured group interview about a product or service concept.
Consumer behaviour Schiffman & Kanuk Chapter 236/43
1. Why did you decide to use your current cellular company? (Probe)
2. How long have you used you current cellular company? (Probe)
3. Have you ever switched services? When? What caused the change? (Probe)
4. What do you think of the overall quality of your current service? (Probe)
5. What are the important criteria in electing a cellular service? (Probe)
Selected Portions of a Discussion Guide
Consumer behaviour Schiffman & Kanuk Chapter 237/43
example
Consumer behaviour Schiffman & Kanuk Chapter 238/43
exampleCognitive Map
definition
Projective Techniques
Research procedures designed to identify consumers’ subconscious feelings and motivations.
Consumer behaviour Schiffman & Kanuk Chapter 239/43
Metaphor Analysis
Based on belief that metaphors are the most basic method of thought and communication.
Consumer behaviour Schiffman & Kanuk Chapter 240/43
Collage
Creative Cards
Consumer behaviour Schiffman & Kanuk Chapter 242/43
example
Collage
Consumer behaviour Schiffman & Kanuk Chapter 243/43
example