cours 3 - understanding consumer behavior
TRANSCRIPT
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The Marketing plan
Segmentation
Market survey
Identifying needs and wants
Choosing a target market(s)
Developping a market offering
Measuring
outcomes
Product PricePlace Promotion
Targeting
Positioning
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In this chapter, we focus on twoIn this chapter, we focus on twoquestions:questions:
How does the buyer make purchasingHow does the buyer make purchasingdecisions?decisions?
How do the buyers characteristics cultural,How do the buyers characteristics cultural,
social, personal, and psychological influencesocial, personal, and psychological influencebuying behavior?buying behavior?
Understanding the consumer behaviour
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The 5 dimensions of buyer behaviour
How do they buy What are their choice criteria
Consumers
Who is important?
Where do
they buy?
When do
they buy?
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Influences on consumer purchasing behaviour
motivationmotivation
beliefs and attitudesbeliefs and attitudes
information processinginformation processing
personalitypersonality
lifestylelifestyle
lifecyclelifecycle
cultureculture
social classsocial class
geodemographicsgeodemographics
reference groupsreference groups
Personalinfluences Social influences
onsumer
The buying situation
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Buying RolesBuying Roles
InitiatorInitiator
InfluencerInfluencer
!ecider!ecider
"uyer"uyer
#ser#ser
Who buys?
$ho attempts to persuade others in the groupconcerning the outcome of the decision
$ho begins the process of considering apurchase
$ho conducts the transaction
%he actual consumer&user of the product
$ith the power and&or financial authority tomake the ultimate choice
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CentreparcsCentreparcs target
their aderts at
!others "ho !ay
act as #initiators$ in
the decision to
p%rchase a &a!ilyholiday.
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The onsumer !ecision"Making
#rocess
$ive"%tage
Model of the
onsumer
&uying
#rocess
Internal search and e'ternal search in order to
build up the awareness set
(eed recognition is essentially functional,emotional or psychological)
(eed inhibitors*
+ognitive dissonance
voked set)
-evel of involvement*
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%uccessive %ets Involved in ustomer !ecision
Making
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'valuation and purchase models
(ormative
beliefs
#ersonal
beliefs
#urchase
intentions#urchase
)ttitudes
%ub*ective
norms
High involvement+ the $ishbein and )*,en model of reasoned action
Trial)wareness-epeat
#urchase
.ow involvement+ the 'hrenberg and /oodhart repeat purchase model
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High" and low"involvement situations+
marketing implications
HighinvolvementHighinvolvement .essages with high information content about the.essages with high information content about the
positive consequences of buying through print media)positive consequences of buying through print media)
/ersuasive communications should also focus on how/ersuasive communications should also focus on how
the consumer views the influence of important others)the consumer views the influence of important others) 0alespeople ensures the consumer is aware of product0alespeople ensures the consumer is aware of product
attributes and benefits*attributes and benefits*
-owinvolvement-owinvolvement
0eek topofmind awareness through repetitive0eek topofmind awareness through repetitiveadvertising and providing positive reinforcement 1trialadvertising and providing positive reinforcement 1trial
through sales promotion2)through sales promotion2)
.essages should be short wih high repetition through %3*.essages should be short wih high repetition through %3*
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!id I make the right decision?
+ognitive dissonance is likely to increase:+ognitive dissonance is likely to increase:
$ith the$ith the expenseexpenseof purchase)of purchase) $hen the decision is$hen the decision is difficultdifficult))
$hen the decision is$hen the decision is irrevocableirrevocable))
$hen the purchaser has a tendency to$hen the purchaser has a tendency to
experience anxietyexperience anxiety**
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hoice riteria Used When 'valuating
)lternatives
Technical-
Reliability
Durability
Performance
Style/looks
Comfort
Delivery
Convenience
Taste
Economic-
PriceValue for money
Running costs
Residual value
Life-cycle costs
Social-
Status
Social belonging
Convention
Fasion
Personal-
Self-imageRisk reduction
!tics
!motions
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SEBO
)he i!portance o&
relia*ility is stressedin this adert &or the+ /eli ac%%!cleaner.
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M rc d s recognises the importance of experientialconsumption in this advertisement for its cars.
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What does highlight this ad for the 0W #olo?
0W highlights the durability and toughness of its #olo model
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1n which criteria does
rely this Tango poster?
This poster advertising
tango relies on evoking
emotions to sell a soft
drink
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'tended problem'tended problem
solvingsolving
-imited problem-imited problem
solvingsolving
Habitual problemHabitual problemsolvingsolving
The buying situation influence
%he consumer has some e'periencewith the product so that an informationsearch may be mainly internal
High degree of information search andclose e'amination of alternativesolutions using many choice criteria
4ccurs when a consumer repeatbuysthe same product with little or noevaluation of alternatives
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!eterminants of the e2tent of problem"solving
%elf"image
#erceived risk
%ocial factors
Hedonism!ifferentiation
and number
of alternatives
.evel of
involvement
Time
pressure
'2tent of
problem"
solving
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The consumer decision"making process
and level of purchase involvement
'tensive evaluationincluding mediasearch
-imited evaluation/ostpurchaseevaluation of thealternatives
.any alternatives
evaluated on manychoice criteria
5ew alternatives
evaluated on fewchoice criteria
valuation of
alternatives and thepurchase
'tensive search-imited searchInformation search
.a6or, personallyimportant.inor
(eed recognition&
/roblem awareness
High Involvement-ow Involvement0tage
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Influencing &uyer &ehavior+ Maslow3s
theory
Maslow3s
Hierarchy of
(eeds
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Sp cial K
ellogg$s +pecial &%l&ills the
needs o& their c%sto!ers &or a
tasty lo" &at diet.
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) onsumer3s &rand &eliefs about omputers
51086C
3898B
8734D
46810A
Price
i!e an"
#eight
$ra%hics
Ca%abi&ity
'emory
Ca%acity
AttributeCom%uter
7+ustomers are asked to weight each attribute
7 +alculate the average perceived values
7!ecide a strategy 1real repositionning, psychological repositionning,competitive depositionning2
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What are the main marketing implications
of beliefs and attitudes?
Product designProduct design, matching product attributes), matching product attributes)
Persuasive communicationsPersuasive communications, reinforcing e'isting, reinforcing e'istingpositive beliefs and attitudes, correctingpositive beliefs and attitudes, correcting
misconceptions, and establishing new beliefs)misconceptions, and establishing new beliefs)
PricingPricing, matching price with customers beliefs, matching price with customers beliefsabout what a 8good9 product would cost*about what a 8good9 product would cost*
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Information processing influence
PerceptionPerception Selective attentionSelective attention, which implies that advertisements,, which implies that advertisements,
logos and packaging need to be attentiongetting)logos and packaging need to be attentiongetting)
Selective distorsionSelective distorsion, which implies that messages should, which implies that messages shouldbe presented clearly)be presented clearly)
Selective retentionSelective retention, which implies that messages that, which implies that messages thatare in line with e'isting beliefs and attitudes are moreare in line with e'isting beliefs and attitudes are morelikely to be remembered*likely to be remembered*
LearningLearning
Conditionning learningConditionning learning suggests that associating a brandsuggests that associating a brandwith humour or e'citement will carry over to the brand)with humour or e'citement will carry over to the brand)
Cognitive learningCognitive learning suggests that statements in ansuggests that statements in an
advertisement may be remembered*advertisement may be remembered*
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The 0).% segmentation system+ )n 4"part typology
roups with High ;esourcesroups with High ;esources
ers
** 5ulfilleds5ulfilleds
@*@* =chievers=chievers
A*A* 'periencers'periencers
roups with -ower ;esourcesroups with -ower ;esources
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)dvertising the reference group allows to ?
(re"uce the e)o*e" set +or a gi)en nee",(create an emotion so that the %urchase "ecision is &ess thought-
&ess in+ormation.see*ing- &ess ana&ytica& reasoning an" %ays &ess
attention to negati)e +actors,(re"uce cogniti)e "issonance through se&ecti)e retention/
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Lif cycl stag s
At homesingle
Youngcouple nochildren
Youngparents
Middle-aged
parents
Emptynester
marriedworking
Emptynester
marriedretired
Solitaryretired
Youngdivorced no
children
On ownyoung
Youngdivorced
withchildren
M-ageddivorcedno depntchildren
M-ageddivorced
withchildren
Middle-agedmarried no
children
Middle-ageddivorced no
children
On own
middle-aged
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Social class cat goriation
I+) )6 4.3.