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Consument en Marketing hoorcollege aantekeningen
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Hoorcollege 1: Consument & MarketingBusiness economics and marketing
Business economics
Marketing = the social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others
Consumers impact on marketing strategy
Market segmentation (bijv. Er zijn bepaalde vrouwen auto’s en mannen auto’s)
- Demographics (age, gender, family structure, race, lifestyle, geography): Vaak maken
gezinnen samen een keuze voor een aankoop: household decision making process.
Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategies impact on consumers
- Marketing and culture
- The meaning of consumption
- Conspicuous consumption
- Intangible and tangible objects
- Types of consumption activities
- The global consumer, etc.
- Using the marketing mix
Consumer and marketing = behavior of people, employees, customers, etc.
Consumer behavior
Consumer behavior reflects the totality of consumers decisions with respect to the acquisition of
consumption and disposition of goods, services, time, and ideas by (human) decision making (over
time)
,Knowledge vs. understanding
An understanding is a mental construct, an abstraction made by the human mind to make sense of
many different pieces of knowledge.
Knowledge:
- The facts
- A body of coherent facts
- Verifiable claims
- Right or wrong
- I know something to be true
- I respond on cue with what I know
Understanding
- The meaning of the facts
- The theory that provides coherence and meaning to those facts
- Fallible, in-process theories
- A matter of degree or sophistication
- I understand why this is, what makes it knowledge
- I judge when to and when not to use what I know
Default effect = bijv. Bij donorregister: in landen waarbij je standaard geen donor bent, zijn er veel
minder mensen donor dan andersom.
Consumer behavior
Research: format
- Positioning of research problem
- Research question
- Literature review
- Research method and data analysis
- Results
- Managerial recommendations
Research: method
- Surveys
- Focus groups
- Interviews
- Observations
- Etc.
Research: data analysis
- Univariate data analysis
Frequencies and distribution
Graphic analysis
Coding
- Multivariate data analysis
Regression analysis
Analysis of variance (ANOVA)
,Hoorcollege 2 : Motivation
EXAMPLE: Elderly: a growing market for internet services
Motivation: to learn about social media and avoiding social exclusion
- Observation that social interaction between people is changing
- Want to avoid social segregation, feel younger
- See themselves as responsible (taking care of yourself)
Ability to work with personal computers and mobile devices
- People are more educated than the generation before them
- Elderly prefer visual aids
Opportunity to take advantage of digital innovations
- Development of apps and simplification of devices
- Availability of services targeted at them
Consumer opportunity: circumstances to act
Time
Distraction
Information
- Amount
- Complexity
- Repetition
Consumer ability: resources to act
Product knowledge and experience
Cognitive style
Intelligence, education, age
Money
Consumer motivation: willingness to act
Personal relevance
Consistency with the self, values, needs, goals, emotions
Inconsistency with attitudes
Perceived risk
, Consumer motivation: challenge of understanding
- Reasons underlying consumer motivation are not always ‘obvious’
- Research is necessary to discover real motivations behind behaviors
- People don’t always want to disclose reasons for their actions
- People don’t always know why they do what they do – unconscious motivation
- Motivations change over time
Motivation: the biological, rational, emotional, and/or social force that initiates and directs behavior.
The inferred process within an individual that causes that organism to move towards a goal, or the
internal process leading to behavior to satisfy needs
The forces within the individual that account for the intensity (1), direction (2) and persistence of
effort expended (3)
Motivation and goals: relationship
Needs and goals: relationship
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