cb session 1 zonecours 1
DESCRIPTION
TRANSCRIPT
Agenda
• Session outline:– A little about me, a little about you– Evaluations
• The team project– Logistics– Example
– Introduction: What is Consumer Behavior?• Course outline• Research in consumer behavior
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A Little About Me
• Ph.D. from HEC Paris• Expertise
– Consumer Behavior– Consumer Decision-Making under Uncertainty:
Sweepstakes, lotteries– The relationship between money and food– The impact of regret on consumer behavior– The antecedents of donating behavior
• Where to find me?– Room 4.507 (Marketing Dept., Red Zone, 4th floor)– Office hours: By appointment
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Course Objectives
• Understand how managers’ decision making benefits from a refined understanding of consumers
• Better appreciation for the complexity of consumer behavior– Understand theoretical principles – Develop your analytical skills within the concrete context of
creating a consumer profile• Complete a group project that consists of studying
consumer behavior for a company of your choice.– In-depth description of the typical consumer in terms of lifestyle
and psychographics.– Propose some recommendations on product positioning
Course Materials
• Textbook:– 5th Canadian edition of the textbook Consumer
Behaviour: Buying, Having, and Being, by Solomon, Zaichowsky, and Polegato published in 2011 by Pearson Prentice Hall.
Evaluation1. Consumer Profile Project: 70
Group evaluationAssignment 1: Presentation of the brand / product / service 10Assignment 2: Manager’s insights (including interview recording) 10Assignment 3: Consumers’ insights 10Assignment 4 : Final report 10Oral presentation 10
Individual evaluationParticipation in session 7 5Participation in session 9 5Recording and summary of a consumer interview 5Evaluation of the other groups’ final presentations 5
2. Final cumulative exam: 30
Logistics: ZoneCours2
• All written assignments and recordings must be turned in electronically through ZoneCours 2, in « Remise de Travaux » section
• For each assignment, requirements are specified in terms of:– Contents– Format
• Be very careful to the deadlines!
First step: Team Allocation• For next week, Jan. 16th, in Zone Cours, ‘Team
Allocation’– Name of your team: pick the company/brand you
will work on if you already have an idea– Names of the team members: 3 to 5
• Start thinking about a company: Assignment 1 due on Jan. 30th – Portrait of the company– Name and contact details of the manager to be
interviewed10
Example: listeners’ profile of radio station Energie
French-Canadian men between 25 and 34 years old. 50% blue collar / 50% white collar (sales &
services). They are teenagers with responsibilities. In between two ages, they hold on to teenage values
(risk, game, sexual permissiveness, impertinence), while living an adult life (house, car, girlfriend, kids).
They are what they own: my BBQ, my TV, my car, my girlfriend. They like sport, they practice and watch it.
It is for them, like sex, violent video games or nights out with buddies, a way to escape from
responsibilities of daily life. They like to revive their childhood and teenage brands: Converse, Passe-
Partout, PlayStation, Adidas, etc. They try to be their own heroes, their own stars. They watch reality TV a
lot and follow pop culture. Friends are necessary to their identity: I have my gang, therefore I am. With
their pals, they share problems and experiences, they compare themselves to each other, they approve of
each other. They went through the major revolution of men’s role in society and the hyperfeminization
era. Now that they reach the age of responsibilities, they wonder which role they should play as men.
Together, they rebel against concepts of ‘pink man’ or ‘metrosexual’, celebrate virility and champion
masculinity.
Why this project…
• What types of information compose the consumer profile?
• How these information can be useful for marketers?– You will have to give one managerial
recommendation based on the consumer profile you will get
Introduction
What is Consumer Behavior?
Definition
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
Evolution of Consumer Status
Business orientation
Manufacturing Consumers buy what is available
Selling Consumers can be coaxed into buying
Marketing Consumers buy superior value
Marketing Management ProcessInformation System
Market
Marketing Mix
Firm
ConsumersNeeds DemandSegments
Data: Internal Secondary Primary
AnalysisPlanificationImplementationControl
ProductPriceCustomer ServicePromotionRetailing
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Marketing Management ProcessInformation System
Marketing Mix
Firm
Data: Internal Secondary Primary
AnalysisPlanificationImplementationControl
ProductPriceCustomer ServicePromotionRetailing
Consumer Behavior
Assignment 2: Manager’s Insights
Final report: Must include secondary data
Assignment 3: Consumer interviews
Influences on Consumer Behavior
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Personal /Psychological influences
• Age/lifecycle stage• Occupation• Economic status• Lifestyle• Personality• Motivation• Beliefs• Attitudes• Perception
Sociocultural influences• Family• Reference groups• Roles & status• Subculture• Social class• Culture
Marketing mix influences• Product• Price• Place• Promotion
Situational influences• Purchase task• Social surroundings• Physical surroundings• Temporal effects• Antecedent states
Session 2
Session 4
Session 5
Session 6
Session 10
Session 3
Consumer Behaviour is a “Process” (session 3)
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Need recognition: Perceiving need for value
Search for information: Searching for value
Pre-purchase evaluation: Assessing value
Purchase decision: Buying value
Post-purchase behavior: Consuming & disposing of value
Consumer Behaviour is a “Process”CONSUMER’S PERSPECTIVE
MARKETER’S PERSPECTIVE
PREPURCHASE ISSUES
How does a consumer decide about needing
a product?
How are consumer attitudes
formed/changed?
PURCHASE ISSUES
Is product acquisition a stressful or pleasant
experience?
How do situational factors affect
purchase decision?
POSTPURCHASE ISSUES
Does product provide pleasure or perform
function? How is product disposed of?
What determines customer satisfaction
and repurchase?
Why do businesses care about CB?
• Understanding what people buy– Benefits/Value vs. Attributes vs. Products
• Understanding why people buy• Understanding how to connect with people
– Relationship marketing
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Influencing the consumer: a reality
2 for the price of 1!
IMPROVED!
Now in handysnack size!
For a younger look!
Diamonds are forever
Don’t drinkand drive!
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Influencing the consumer: a myth
• It is much easier to understand consumer behavior than to manipulate it
• It is legitimate for businesses to try to appeal consumers to their products and services
• Consumerist movements
Understanding CB is good for you!
• When we understand why we do the things we do, we can change undesirable behaviors!– Understanding consequences– How emotions impact decisions– How social interactions impact decisions– How the environment impacts decisions
• Effects at a societal level
Research in Consumer Behavior
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Interdisciplinarity
Economics Psychology
Sociology Anthropology
Different perspectives
Experimental PsychClinical Psychology
Developmental PsychHuman EcologyMicroeconomicsSocial Psychology
SociologyMacroeconomics
Semiotics/Literary CriticismDemography
HistoryCultural Anthropology
MICRO CONSUMER BEHAVIOR(INDIVIDUAL FOCUS)
MACRO CONSUMERBEHAVIOR
(SOCIAL FOCUS)
Two main perspectives
Assumptions Positivist Approach Interpretativist Approach
Nature of reality
Objective, tangibleSingle
Socially constructedMultiple
Goal Prediction Understanding
Knowledge generated
Time freeContext-independent
Time-boundContest dependent
View of causality
Existence of real causes Multiple, simultaneous shaping events
Research relationship
Separation between researcher and subject
Interactive, cooperative with researcher being part of phenomenon under study
Experimental approach
Consumer Group A
Consumer Group B
L’Oréal awarenessAttitude towards L’OréalPurchase intention
>=<
Ethnographic approach
New methodologies in consumer behavior research
• Eye tracking• RFID (Radio-Frequency Identification)
• fMRI (functional Magnetic Resonance Imaging)
Eye-tracking
RFID and shopping paths
New approach: Neuroscience
Next week
• Motivations, Values, Personality & Lifestyles
• Team composition