Consument en Marketing Topic 1 tm 4

CONSUMENT EN MARKETING
HOORCOLLEGE 1: INTRODUCTION




HOORCOLLEGE 1: 30 JANUARI
Marketing werkt tussen het bedrijf en de klant.

DEFINITIE

Marketing = the social managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others.

Relationship marketing: building bonds with consumers:

- Relationship marketing
- Database marketing


KERNVRAGEN

- Waarom doen mensen wat ze doen?
- Waarom voelen mensen wat ze voelen?
- Waarom denken mensen wat ze denken?
Ons perspectief: gedrag van consumenten

DEFINITIE

Consumer behavior = reflects the totality of consumers’ decisions with respects to the acquisition,
consumption, and disposition of goods, services, time, and ideas by (human) decision making [over
time].

, CONSUMENTENGEDRAG:

1. Beleggers maken hun keuzes op basis van financiële kennis en rationale
overwegingen  niet waar
2. Het is niet mogelijk om een keuze set neutraal te presenteren  waar
3. Consumenten kopen even veel wanneer ze betalen met cash als met pin  niet waar
4. Gratis maakt ons (consumenten) minder egoïstisch  waar
5. Eén negatieve review weegt zwaarder dan vijf positieve  waar (Prospect theory)


KNOWLEDGE VERSUS UNDERSTANDING

Knowledge Understanding
The facts The meaning of facts
A body of coherent facts The “theory” that provides coherence and
meaning to those facts
Verifiable claims Fallible, in-process theories
Right or wrong A matter of degree or sophistication
I know something to be true I understand why this is, what makes it
knowledge
I respond on cue with what i know I judge when to and when not to use what I
know


Asking the customer can give you clues but beware, consumers don’t know what they want,
consumer research therefore involves understanding ocnsumer behavior.

Consumer Behavior Research

CONSUMER BEHAVIOR

Format:

 Positioning of research problem
 Research question
 Literature review
 Research method and data analysis
 Results
 Managerial recommendations


Methods:

 Surveys • Focus Groups
 Interviews • Storytelling
 Use of Photography and Pictures •Diaries
 Experiments • Field Experiments
 Observations • Netnography
 Purchase Panels • Database Marketing


Data Analysis:

,  Univariate data analysis  Multivariate data analysis:
- Frequencies and distribution - Regression analysis
- Graphic analysis - Analysis of variance (ANOVA)
- (Re)Coding - Conjoint analysis
- Discriminant analysis
- Discriminant analysis
- Multi dimensional scaling (MDS)
- Cluser analysis



Default effect: bv. Orgaandonatie, niet aangeven als je orgaandonor wil worden, maar juist aangeven
als je geen orgaandonor wil worden. Hierdoor worden er meer mensen orgaandonor omdat het
minder moeite is.

MARKETING MANAGMENT

What firms get = Financial Performance Market Share
Firm Profit
What customers do = Behavioral Outcomes Loyalty
Brand Equity
What customers feel = Affective States Satisfaction
Trust or Anger
What customers think = Perceptual Measures Perc. Quality
Utility / Value
What firms do = Marketing Program Marketing Mix
Brand Strategy
En de effecten van deze elementen op elkaar.

Understanding Consumer Behavior




Psychological Core:

 Motivation, ability, and opportunity
 Internal Information: learning and memory
 External Information: attention and perception
 Understanding: categorization and comprehension
 Attitudes: cognition and affect


Process of Making Decisions:

,  Problem Recognition and Information Search
 Alternatives evaluation and Decision making
 Choice reflection and PostDecision Evaluations


Social Influences:

 Conformity
 Compliance
 Obedience and authority