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Consument en marketingInhoudsopgave
Week 1: consumer behaviour.......................................................................................................................................... 2
Week 2: consumer motivation......................................................................................................................................... 3
Week 3: problem recognition and information search..................................................................................................... 9
Week 4: perception and attention................................................................................................................................. 13
Week 5: knowledge and understanding......................................................................................................................... 16
Week 6: consumer attitudes.......................................................................................................................................... 18
Week 7: evaluation of alternatives and decision making................................................................................................ 27
Week 8: post-decision concepts..................................................................................................................................... 31
Week 9: external influences.......................................................................................................................................... 34
,Week 1: consumer behaviour
Business economics:
Marketing: the social and managerial process by which individuals and groups obtain what they need and want,
through creating and exchanging products and value with others
- Consumers’ impact on marketing strategy:
o Market segmentation: demographics
o Relationship marketing: building bonds with consumers.
Relationship- and database marketing
- Marketing strategy’s impact on consumers: use the marketing mix.
Consumer behaviour: Why do people do what they do, feel what they feel and think what they think?
- Reflects the totality of consumer’s decisions with respect to the acquisition, consumption and
disposition of goods, services, time and ideas by (human) decision making (over time)
- Knowledge versus understanding:
o An understanding is a mental construct, an abstraction made by the human mind to make
sense of many different pieces of knowledge, the meaning of the facts, the theory that provides
coherence and meaning to those facts, fallible, in-process theories and a matter of degree or
sophistication.
o Knowledge: the facts, a body of coherent facts, verifiable claims, right or wrong
- Customer research involves understanding consumer behaviour.
- Research:
o Format: positioning of research problem, research question, literature review, research method
and data analysis, results and managerial recommendations.
o Method: surveys, focus groups, interviews, storytelling, use of photography and pictures,
diaries, experiments, field experiments, observations, ethnography, purchase panels and
database marketing.
o Data analysis:
Univariate: frequencies and distribution, graphic analysis, (re)coding
Multivariate: regression analysis, analysis of variance (ANOVA), conjoint analysis,
discriminant analysis, multi-dimensional scaling (MDS), cluster analysis, etc.
o Questions, results summary
Business economics and marketing:
,Understanding consumer behaviour:
- Psychological core:
o Motivation, ability, and opportunity
o Internal Information: learning and memory.
Memory traces: als je met aantekeningen schrijft werken je hersenhelften samen en
leer je beter
o External Information: attention and perception
o Understanding: comprehension and categorization
o Attitudes: cognition and affect
- Process of decision making:
o Problem Recognition and Information Search
o Alternative's evaluation and Decision making
o Choice reflection and Post-Decision Evaluation
o Problem recognition -> information search -> alternatives evaluation -> decision making ->
choice reflection.
o Process model:
- Social influences: conformity, compliance, obedience and authority
Week 2: consumer motivation
Het triade model:
, Consumer opportunity: circumstances to act are time, distraction and information (amount, complexity,
repetition)
Consumer ability: resources to act are product knowledge and experience, cognitive style, intelligence,
education and age and money.
Consumer motivation: willingness to act
- Personal relevance, perceived risk
- Consistency with the self, values, needs, goals and emotions and inconsistency with attitudes
Consumer motivation: effect on consumer behavior
- Highly motivated consumers are willing to spend more time on information search.
- Motivated consumers are more eager to learn about more alternatives.
- When motivation to process brand information is low, attention is voluntarily allocated to stimuli other
than the brand or ad.
- Motivation to enhance attention is possible by appealing to intrinsic hedonic needs (e.g., appetite
appeals), using novel stimuli (e.g., unusual cinematography), or enhancing curiosity (e.g., metaphors)
- Consumers who give gifts from a sense of obligations are more likely to select utilitarian gifts as
compared to those why give gifts from a voluntary motive; they buy more hedonic gifts.
- Consumers attribute higher levels of pro-environmental behavior and motivation, but lower levels of
ability, to themselves than to other societal actors.
- Etc.
Consumer motivation: challenge of understanding
- Reasons underlying consumer motivation are not always obvious.
- Research is necessary to discover real motivations behind behaviours.
- People don’t always want to disclose reasons for their actions.
- People don’t always know why they do what they do: unconscious motivation.
- Motivations change over time.
- Motivations may have different drivers: emotional and/or rational factors.
Motivation:
- The biological, rational, emotional and/or social force that initiates and directs behaviour.
- The inferred process within an individual that causes that organism to move towards a goal.
- The internal process leading to behaviour to satisfy needs.
- The forces within the individual that account for the intensity, direction and persistence of effort
expended.
- Needs and goals.
Motivation and goals: relationship
- Positive:
o Motivation: a driving force toward some object or condition
o Approach goal: a positive goal toward which behaviour is directed.
- Negative:
o Motivation: a driving force away from some object or condition
o Avoidance goal: a negative goal from which behaviour is directed away.
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