Samenvatting sutdiemateriaal MCB-30306 Consumer Behaviour: Concepts and Research Methods

Samenvatni MCB30306


Marketing and connumeer behavionmr woth reueecot tn fnndu rrope and Memeenberg
Introducton
- Staies in marketnig
 1910-1920g producton conceptg focus of marketni operatons on physical product and
efciency of producton and distrituton
whehen demand exceeds supplies
distrituton
efciencyi
 1930-1950g sellini approachg orianizaton must undertake aiiressive sellini and promoton
effort to iet consumers to tuy enouih
whehen tasic needs are satsfedi
 1950-nowheg marketni conceptg focus on policies and strateiies frms adopt to satsfy needs
and wheants of tariet iroups more effectvely and efciently than compettors
whehen increase
in productvity and atundant supplyi
- Marketni manaiementg plannini and executni conceptonn pricinin promoton and distrituton of
ideasn ioodsn and services to create exchanies that satsfy individual and orianizatonal otbectvesg
 Market focusi
 Customer orientatoni
 Coordinated marketnii
 Proftatilityi

Marketng
- Marketnig social and manaierial process ty whehich individuals and iroups ottain whehat they need
and wheant throuih creatnin offerinis and exchaniini products of value wheith others
effectve and
efcient exchaniei
- System thinkini to understand marketni processg
 Marketni systemg companyi
 Sutsystemsg company orianized in Strateiic Business Units (SBUs)
coordinaton marketni
set of products
specifc marketni otbectvesi
 Marketni environmentg tariet iroupn compettve suppliersn distrituton structuren
iovernment and lotty iroupsi
 Instrumentsg productn pricen promotonn and place/distritutoni
- Strateiic planninig manaierial process of developini and maintainini viatle ft tetwheeen
orianizatonns otbectve n skillsn and resources and its chaniini market opportunites
shape and
reshape companyns tusinesses and product so that they yield tariet profts an irowhethsi
 Corporate strateiic plang corporate headquartersg
o Defniton companyns missioni
o Identfcaton companyns strateiic tusiness units
unique set products aimed at
homoienous marketsi
o Analysis and evaluaton current
portfolio of tusinesses
rrowheth-
Share matrixg classifes SBUs in
terms of market irowheth and share
relatve to lariest compettori
- Compettve strateiy Porterg potental entrantsn tuyersn suppliersn and sutsttutes
three
strateiiesg
 Focusg one or limited narrowhe market seimentsi
 Differentateg superior performances in some customer teneft valued ty marketi
 Overall cost leadershipg lowheest costs of producton and distritutoni

Marketng strategies at the product and brand levnel
- Basic marketni strateiiesg

,Samenvatni MCB30306


 Market seimentatong identfcaton sutiroups of customers that are internally
homoieneous in some aspects and different from other market seiments
ultmatum is
customized productoni
 Product differentatong hiihly valued for sufcient numter of tuyers (important)n not
offered ty others (distnctve)n superior to other wheay to ottain teneftn visitle to tuyers
(communicatle)n not easily copied (pre-emptve)n consumers can afford to pay (affordatle)n
and proftatle for companyi
o Positoninig placini trand in part of market whehere it wheill receive favouratle
recepton compared to competni products
whehat product stands fori
 Product development/innovatong reeected in product life cycle (PLC)
introductonn irowhethn
maturity and declinei
o Pro-actvei
o Re-actveg imitate newhe products introduced ty innovatni companiesi
 Compettve strateiyi

Marketng tactcss: organizing the marketng mix
 Productg quality atritutesg functonal (core product) and psycholoiical (product as
marketed) utlity ieneratni tenefts that make up consumerns quality perceptong
o Intrinsic quality cuesg characteristcs that cannot te chanied wheithout alterini
producti
o Extrinsic quality cuesg pricen namen packaiinin purchasen etci
Auimented product is tranded product
trand has intrinsic value (trand equity) in that it
creates awhearenessn stmulates loyalty and serves as indicator of qualityi
 Priceg cover costs (treak-even point) and ienerate proft
value for moneyg
o Market skimminig hiih introducton prices to skim maximum revenuei
o Market penetratong lowhe introducton prices to create iroup of loyal customersi
 Promotong communicaton throuih advertsinin personal sellinin sales promoton or putlic
relatonsi
 Placeg whehen and whehere to supply products
distrituton
loiistcsg plannini of product
eowhes (Just-In-iime)i

Consumer orientaton in marketng
- Consumer tehaviourg processes whehen
individuals or iroups selectn purchasen usen
or dispose productsn servicesn ideasn or
experiences to satsfy needs and desiresi
- Five staies elatoratve decision makinig
 Protlem recoinitong discrepancy
tetwheeen ideal and actual state

solve tension (needs/desires) throuih purchase (wheant)i Can te physioloiical/primary or
psycholoiical/secondaryi
o Maslowheg physioloiicaln safetyn socialn esteem and self-actualizaton needsi
o Neiatve (utlitarian) versus positve (hedonic) motvatonsi
 Search tehaviourg search for alternatves intern (memory) or extern
perceptong selectonn
orianizaton and interpretaton of stmuli
perceptual mappinii
 Evaluaton of alternatvesg most suitatle alternatves tased on criteria and wheeiihtsi
 Purchaseg ineuences ty purchase intenton and unantcipated circumstancesi
 Evaluaton of purchase outcomesi
- Determinant extensiveness decision makini processg involvement and prior experience (extendedn
limited and routnized response tehaviour)i

, Samenvatni MCB30306


Food choice behavniour in afuent societes
- Sensory and hyiienic are tecomini necessary rather than sufcient
quality improvement
tasic
quality ensured
psycholoiical motves tecome primary motvatorsi

Implicatons for food marketng
- Fraimentaton consumer demand and intensifyini competton and hiih quality standardsg
 Effectve market seimentaton important and difculti
 Hiih creatvity and product differentaton needed to create consumer teneft
insiiht in
secondary atritute importancei
 Product development and innovaton important
shortenini product life cyclesi
 Chain marketnig boint cooperaton companies in marketni channeli
o Administered vertcal marketnig deliteraton and persuasioni
o Contractual vertcal marketnig contractsi
o Corporate vertcal marketni inteiraton of companiesi

Illustratons: consumer oriented product devnelopment
- rrowhethg present products in current markets (market penetraton)n newhe markets wheith present
product (market development)n existni market wheith newhe product (product development)n or newhe
market wheith newhe product (diversifcaton)i
- Decision process newhe product developmentg opportunity identfcatonn desiin newhe productn market
testnin introducton and life-cycle manaiementi

Cnnumeer reuearcoh on earey utageu nf new erndmcot devieeneeent Keeef, rrope and Lmnong
Introducton
- Newhe product
development (NPD)
processg opportunity
identfcatonn
developmentn testnin
launchi

Categorisaton scheme
- Determinants consumer research and elicited needg
 Informaton sourceg
o Need-driveng partcipants
are asked to reveal internal
needsi
o Product-driveng confront
consumer wheith products to start identfcaton of needs and wheantsi
 iask formatg
o Multple/sinile productg multple product allowhes comparison as in the marketi
o Response typeg
 Associatong indicate frst thouihti
 Preference budimentsg askini consumer afer preferencesi
 Perceptual budiementsg identfy differences tetwheeen productsi
o Form of derivinig
 Directg self-artculated needs
tut consumers not alwheays knowhe and express
needs correcti
 Indirectg needs are inferred from variatles or interpretaton of researcheri