Consument en Marketing Samenvatting
Chapter 1.1
Consumer behavior, reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, experiences, people,
and ideas by (human) decision-making units over time.
For example: going to the dentist, attending a concert, taking a trip and donating to UNICEF.
Consumer behavior also involves choices of a scarce resource: Time. Because consumer
behavior includes the consumption of so many things, we use the simple term offering to
encompass these entities.
Buying represents one type of acquisition behavior. After consumers acquire an offering, they
use or consume it, which is why usage is at the very core of consumer behavior (as reflected in
the word consumer). The customer experience is very critical. Consumers interact with firms
through a myriad of touch points, and it is critical for companies to maximize the customer
experience at every point of their journey.
Disposition refers to how consumers get rid of an offering they have previously acquired and
can have important implications for marketers.
There are four segments of consumers in terms of financial well-being:
1. Stretched spenders (live paycheck to paycheck and feel anxious about their financial
situation),
2. Carefree spenders (live paycheck to paycheck and do not feel anxious about their
financial situation)
3. Security seekers (don’t live paycheck to paycheck, yet feel anxious about their financial
situation)
4. Cushioned savers (don’t live paycheck to paycheck and do not feel anxious about their
financial situation).
,The sequence of acquisition, consumption, and disposition can occur over time in a dynamic
order—hours, days, weeks, months, or years. To illustrate, assume that a family has acquired
and is using a new car. Usage provides the family with information—whether the car drives well
and is reliable—that affects when, whether, how, and why members will dispose of the car by
selling, trading, or junking it. Because the family always needs transportation, disposition is
likely to affect when, whether, how, and why its members acquire another car in the future.
Disruptive effect, means that consumers are becoming less brand loyal and are trying new
brands across many new categories.
Consumer behavior does not necessarily reflect the action of a single individual, the individuals
engaging in consumer behavior can take on one or more roles.
In the case of a car purchase, for example, one or more family members might take on the role
of information gatherer by researching different models. Others might assume the role of
influencer and try to affect the outcome of a decision. One or more members may take on the
role of purchaser by actually paying for the car, and some or all may be users. Finally, several
family members may be involved in the disposal of the car.
Decisions about whether to acquire, use, or dispose of an offering are often related to personal
goals, safety concerns, or a desire to reduce economic, social, or psychological risk.
Marketers also try to understand why consumers do not acquire, use, or dispose of an offering.
For example, consumers may delay buying a particular consumer electronics product because
they believe that the product will soon be outdated or that some firms will leave this market,
leaving them without after-sale support or service. This is why transparency is increasingly of
concern when consumers want to know what a brand or company stands for.
,Consumers who want to dispose of a tangible product have several options:
1. Find a new use for it. Using an old toothbrush to clean rust from tools or making shorts
out of an old pair of jeans shows how consumers can continue using an item instead of
disposing of it.
2. Get rid of it temporarily. Renting or lending an item is one way of getting rid of it
temporarily.
3. Get rid of it permanently. Throwing away an item, sending it to a recycling center,
trading it, giving it away, or selling it are all ways to get rid of it permanently. However,
some consumers refuse to throw away things that they regard as special, even if the
items no longer serve a functional purpose.
The timing of consumer behavior can depend on many factors, including our perceptions of and
attitudes toward time itself. Consumers may think in terms of whether it is “time for me” or “time
for others” and whether acquiring or using an offering is planned or spontaneous.
Chapter 1.2
This source—the psychological core—covers motivation, ability, and opportunity;
exposure, attention, perception, and comprehension; memory and knowledge; and attitudes
about an offering.Example Aria, because Aria is motivated to make this decision and has both
the ability and opportunity to do so, she will make sure she is exposed to and attends to any
information relevant to her decision. Note that Aria may store information in memory, but her
choices will be based only on the information that can be retrieved from memory—a key point
for marketers seeking to create strong brand images and develop memorable communications.
Attitudes do not always predict behavior. For example, although many of us have a positive
attitude toward working out, our attitude and our good intentions do not always culminate in a
trip to the gym. For this reason, attitudes and choices are considered as separate topics.
,The processes that are part of the psychological core are intimately tied to the process of
making decisions. This domain involves four stages:
Problem recognition occurs when we realize that we have an unfulfilled need. Elements of the
psychological core are invoked in problem recognition and search because once Aria realizes
that she needs to make a choice and begins her information search, she is exposed to
information, attends to and perceives it, categorizes and comprehends it, and forms attitudes
and memories.
Information search + decision making, Aria’s decision is characterized as a high-effort
decision, meaning that she is willing to invest a lot of time and to exert mental and emotional
energy in making it. She identifies several criteria that will be important in making her choices:
The school should have a top marketing program, be fun and exciting, be safe, and be
affordable. Note that not all decisions involve a lot of effort. Aria also faces many low-effort
decisions such as what brand of laundry detergent to take to college. With a low-effort decision,
such as what brand of laundry detergent to buy, she would probably engage in less information
search and process information less deeply, resulting in less enduring attitudes and memories.
Post purchase evaluation, This step allows the consumer to judge, after the fact, whether the
decision made was the correct one. While she is attending her chosen school and after she
graduates, Aria will probably evaluate the outcome of her decision. If her expectations were met
and if the school was everything she thought it would be, she will feel satisfied. If her
expectations were exceeded, she will be delighted (and maybe even make an alumni donation).
If it fell short of them, she will be dissatisfied.
In large part, our consumption decisions and how we process information are affected by our
culture. Culture refers to the typical or expected behaviors, norms, and ideas that characterize
a group of people (e.g., national, ethnic regional). These reference groups are people whose
values she shares and whose opinions she respects. She might also want to emulate the
behavior of people whom she admires and to listen to the advice they offer through word of
mouth (in person, on Facebook, on Twitter, etc.) Values, personality, and lifestyles relatively
broad and stable psychographic characteristics that influence a range of consumer behaviors
over time, but usually with a modest effect on each specific behavior.
The groups we belong to and our sense of self can affect the symbols or external signs we use,
consciously or unconsciously, to express our actual or desired identity. After Aria makes her
school decision, she may tell others about her prospective school choice which, in turn, could
influence their school choice.
,Chapter 1.3
Four different groups who uses consumer research:
Marketing Managers
The study of consumer behavior provides critical information to marketing managers for
developing marketing strategies and tactics. Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings with value for
individuals, groups, and society. Marketers need consumer behavior insights to understand what
consumers and clients value; only then can they develop, communicate, and deliver appropriate
goods and services.
Ethicists and Advocacy Groups
Marketers’ actions sometimes raise important ethical questions. Concerned consumers
sometimes form advocacy groups to create public awareness of inappropriate practices. They
also influence other consumers as well as the targeted companies through strategies such as
media statements and boycotts.
Public policy makers and Regulators
Understanding consumer behavior is crucial for legislators, regulators, and government
agencies in developing policies and rules to protect consumers from unfair, unsafe, or
inappropriate marketing practices. In turn, marketers’ decisions are affected by these public
policy actions. For example tobacco marketing. Understanding how consumers comprehend
and categorize information is important for recognizing and guarding against misleading
advertising.
Academics
Understanding consumer behavior is important in the academic world for two reasons. First,
academics disseminate knowledge about consumer behavior when they teach courses on the
subject. Second, academics generate knowledge about consumer behavior when they conduct
research focusing on how consumers act, think, and feel when acquiring, using, and disposing
of offerings. In turn, such academic research is useful to marketing managers, advocacy groups,
policy makers, regulators, and others who need to understand consumer behavior.
Consumers and Society
Understanding consumer behavior enables marketers and other organizations to provide tools
for more informed decision-making. Product, service, and communications developments to
protect certain consumer segments have also grown out of understanding how consumers
behave.
, Chapter 1.4
Marketing is designed to provide value to customers. Thus, marketers must conduct research
to understand the various groups of consumers within the marketplace so that they can develop
a strategy and specific offerings that will provide such value. Once they develop and implement
a suitable strategy, marketers need research to determine how well it is working and whether it
is delivering the expected results (such as increasing market share or improving profits).
Understanding consumer behavior helps marketers determine which consumer groups are
appropriate targets for marketing tactics and how heavy users of a product differ from light
users. For example Coca Cola, there are a few brands as good at targeting segments as Coca
Cola.
Consumer research can help marketers identify consumers who have needs that are not being
met and can reveal the size and profitability of each segment.After determining how the market
is segmented and whether it is potentially profitable, marketers need to learn about the
characteristics of consumers in each segment, such as their age, education, and
lifestyle.Marketers often do considerable research to learn whether consumers are currently
satisfied with the company’s offerings and marketing. Harley-Davinson example. This research
helps the company come up with new product ideas and new ways to promote bikes to current
and potential customers.
Developing goods and services that satisfy consumers’ wants and needs is a critical marketing
activity. Marketers apply consumer research when making a number of decisions about
products and branding.First, marketers need to design an offering that matches what consumers
in the target market want. As noted earlier, sometimes customers collaborate with marketers or
with each other on the development of innovative new offerings. LEGO has a very successful
crowdsourcing website on which consumers can submit new ideas for products and activities.
Consumer research plays a vital role in decisions about choosing a brand and differentiating it
from competing brands and from other brands in the company’s product portfolio. Logos are
also influenced by consumer research and should be simple and memorable.
Another strategic choice is deciding how an offering should be positioned in consumers’ minds.
The desired image should reflect what the product is and how it differs from the competition.
Companies use consumer research to understand what image an offering should have in the
eyes of consumers and what messages will effectively support this image. The positioning
should suggest that the product is superior in one or more attributes valued by the target
market. Marketers sometimes conduct research to see how consumers view other brands in
comparison with their own and then plot the results on a graph called a perceptual map.
Brands in the same quadrant of the map are perceived as offering similar benefits to
consumers.
Chapter 1.1
Consumer behavior, reflects the totality of consumers’ decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, experiences, people,
and ideas by (human) decision-making units over time.
For example: going to the dentist, attending a concert, taking a trip and donating to UNICEF.
Consumer behavior also involves choices of a scarce resource: Time. Because consumer
behavior includes the consumption of so many things, we use the simple term offering to
encompass these entities.
Buying represents one type of acquisition behavior. After consumers acquire an offering, they
use or consume it, which is why usage is at the very core of consumer behavior (as reflected in
the word consumer). The customer experience is very critical. Consumers interact with firms
through a myriad of touch points, and it is critical for companies to maximize the customer
experience at every point of their journey.
Disposition refers to how consumers get rid of an offering they have previously acquired and
can have important implications for marketers.
There are four segments of consumers in terms of financial well-being:
1. Stretched spenders (live paycheck to paycheck and feel anxious about their financial
situation),
2. Carefree spenders (live paycheck to paycheck and do not feel anxious about their
financial situation)
3. Security seekers (don’t live paycheck to paycheck, yet feel anxious about their financial
situation)
4. Cushioned savers (don’t live paycheck to paycheck and do not feel anxious about their
financial situation).
,The sequence of acquisition, consumption, and disposition can occur over time in a dynamic
order—hours, days, weeks, months, or years. To illustrate, assume that a family has acquired
and is using a new car. Usage provides the family with information—whether the car drives well
and is reliable—that affects when, whether, how, and why members will dispose of the car by
selling, trading, or junking it. Because the family always needs transportation, disposition is
likely to affect when, whether, how, and why its members acquire another car in the future.
Disruptive effect, means that consumers are becoming less brand loyal and are trying new
brands across many new categories.
Consumer behavior does not necessarily reflect the action of a single individual, the individuals
engaging in consumer behavior can take on one or more roles.
In the case of a car purchase, for example, one or more family members might take on the role
of information gatherer by researching different models. Others might assume the role of
influencer and try to affect the outcome of a decision. One or more members may take on the
role of purchaser by actually paying for the car, and some or all may be users. Finally, several
family members may be involved in the disposal of the car.
Decisions about whether to acquire, use, or dispose of an offering are often related to personal
goals, safety concerns, or a desire to reduce economic, social, or psychological risk.
Marketers also try to understand why consumers do not acquire, use, or dispose of an offering.
For example, consumers may delay buying a particular consumer electronics product because
they believe that the product will soon be outdated or that some firms will leave this market,
leaving them without after-sale support or service. This is why transparency is increasingly of
concern when consumers want to know what a brand or company stands for.
,Consumers who want to dispose of a tangible product have several options:
1. Find a new use for it. Using an old toothbrush to clean rust from tools or making shorts
out of an old pair of jeans shows how consumers can continue using an item instead of
disposing of it.
2. Get rid of it temporarily. Renting or lending an item is one way of getting rid of it
temporarily.
3. Get rid of it permanently. Throwing away an item, sending it to a recycling center,
trading it, giving it away, or selling it are all ways to get rid of it permanently. However,
some consumers refuse to throw away things that they regard as special, even if the
items no longer serve a functional purpose.
The timing of consumer behavior can depend on many factors, including our perceptions of and
attitudes toward time itself. Consumers may think in terms of whether it is “time for me” or “time
for others” and whether acquiring or using an offering is planned or spontaneous.
Chapter 1.2
This source—the psychological core—covers motivation, ability, and opportunity;
exposure, attention, perception, and comprehension; memory and knowledge; and attitudes
about an offering.Example Aria, because Aria is motivated to make this decision and has both
the ability and opportunity to do so, she will make sure she is exposed to and attends to any
information relevant to her decision. Note that Aria may store information in memory, but her
choices will be based only on the information that can be retrieved from memory—a key point
for marketers seeking to create strong brand images and develop memorable communications.
Attitudes do not always predict behavior. For example, although many of us have a positive
attitude toward working out, our attitude and our good intentions do not always culminate in a
trip to the gym. For this reason, attitudes and choices are considered as separate topics.
,The processes that are part of the psychological core are intimately tied to the process of
making decisions. This domain involves four stages:
Problem recognition occurs when we realize that we have an unfulfilled need. Elements of the
psychological core are invoked in problem recognition and search because once Aria realizes
that she needs to make a choice and begins her information search, she is exposed to
information, attends to and perceives it, categorizes and comprehends it, and forms attitudes
and memories.
Information search + decision making, Aria’s decision is characterized as a high-effort
decision, meaning that she is willing to invest a lot of time and to exert mental and emotional
energy in making it. She identifies several criteria that will be important in making her choices:
The school should have a top marketing program, be fun and exciting, be safe, and be
affordable. Note that not all decisions involve a lot of effort. Aria also faces many low-effort
decisions such as what brand of laundry detergent to take to college. With a low-effort decision,
such as what brand of laundry detergent to buy, she would probably engage in less information
search and process information less deeply, resulting in less enduring attitudes and memories.
Post purchase evaluation, This step allows the consumer to judge, after the fact, whether the
decision made was the correct one. While she is attending her chosen school and after she
graduates, Aria will probably evaluate the outcome of her decision. If her expectations were met
and if the school was everything she thought it would be, she will feel satisfied. If her
expectations were exceeded, she will be delighted (and maybe even make an alumni donation).
If it fell short of them, she will be dissatisfied.
In large part, our consumption decisions and how we process information are affected by our
culture. Culture refers to the typical or expected behaviors, norms, and ideas that characterize
a group of people (e.g., national, ethnic regional). These reference groups are people whose
values she shares and whose opinions she respects. She might also want to emulate the
behavior of people whom she admires and to listen to the advice they offer through word of
mouth (in person, on Facebook, on Twitter, etc.) Values, personality, and lifestyles relatively
broad and stable psychographic characteristics that influence a range of consumer behaviors
over time, but usually with a modest effect on each specific behavior.
The groups we belong to and our sense of self can affect the symbols or external signs we use,
consciously or unconsciously, to express our actual or desired identity. After Aria makes her
school decision, she may tell others about her prospective school choice which, in turn, could
influence their school choice.
,Chapter 1.3
Four different groups who uses consumer research:
Marketing Managers
The study of consumer behavior provides critical information to marketing managers for
developing marketing strategies and tactics. Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings with value for
individuals, groups, and society. Marketers need consumer behavior insights to understand what
consumers and clients value; only then can they develop, communicate, and deliver appropriate
goods and services.
Ethicists and Advocacy Groups
Marketers’ actions sometimes raise important ethical questions. Concerned consumers
sometimes form advocacy groups to create public awareness of inappropriate practices. They
also influence other consumers as well as the targeted companies through strategies such as
media statements and boycotts.
Public policy makers and Regulators
Understanding consumer behavior is crucial for legislators, regulators, and government
agencies in developing policies and rules to protect consumers from unfair, unsafe, or
inappropriate marketing practices. In turn, marketers’ decisions are affected by these public
policy actions. For example tobacco marketing. Understanding how consumers comprehend
and categorize information is important for recognizing and guarding against misleading
advertising.
Academics
Understanding consumer behavior is important in the academic world for two reasons. First,
academics disseminate knowledge about consumer behavior when they teach courses on the
subject. Second, academics generate knowledge about consumer behavior when they conduct
research focusing on how consumers act, think, and feel when acquiring, using, and disposing
of offerings. In turn, such academic research is useful to marketing managers, advocacy groups,
policy makers, regulators, and others who need to understand consumer behavior.
Consumers and Society
Understanding consumer behavior enables marketers and other organizations to provide tools
for more informed decision-making. Product, service, and communications developments to
protect certain consumer segments have also grown out of understanding how consumers
behave.
, Chapter 1.4
Marketing is designed to provide value to customers. Thus, marketers must conduct research
to understand the various groups of consumers within the marketplace so that they can develop
a strategy and specific offerings that will provide such value. Once they develop and implement
a suitable strategy, marketers need research to determine how well it is working and whether it
is delivering the expected results (such as increasing market share or improving profits).
Understanding consumer behavior helps marketers determine which consumer groups are
appropriate targets for marketing tactics and how heavy users of a product differ from light
users. For example Coca Cola, there are a few brands as good at targeting segments as Coca
Cola.
Consumer research can help marketers identify consumers who have needs that are not being
met and can reveal the size and profitability of each segment.After determining how the market
is segmented and whether it is potentially profitable, marketers need to learn about the
characteristics of consumers in each segment, such as their age, education, and
lifestyle.Marketers often do considerable research to learn whether consumers are currently
satisfied with the company’s offerings and marketing. Harley-Davinson example. This research
helps the company come up with new product ideas and new ways to promote bikes to current
and potential customers.
Developing goods and services that satisfy consumers’ wants and needs is a critical marketing
activity. Marketers apply consumer research when making a number of decisions about
products and branding.First, marketers need to design an offering that matches what consumers
in the target market want. As noted earlier, sometimes customers collaborate with marketers or
with each other on the development of innovative new offerings. LEGO has a very successful
crowdsourcing website on which consumers can submit new ideas for products and activities.
Consumer research plays a vital role in decisions about choosing a brand and differentiating it
from competing brands and from other brands in the company’s product portfolio. Logos are
also influenced by consumer research and should be simple and memorable.
Another strategic choice is deciding how an offering should be positioned in consumers’ minds.
The desired image should reflect what the product is and how it differs from the competition.
Companies use consumer research to understand what image an offering should have in the
eyes of consumers and what messages will effectively support this image. The positioning
should suggest that the product is superior in one or more attributes valued by the target
market. Marketers sometimes conduct research to see how consumers view other brands in
comparison with their own and then plot the results on a graph called a perceptual map.
Brands in the same quadrant of the map are perceived as offering similar benefits to
consumers.
