This summary includes all lectures and knowledge clips of the Consumer and Marketing course. Pictures have been added for clarification and colour work has been done. The summary is mainly written in English, but also contains some Dutch for clarification.
Samenvatting Consument & Marketing hoorcolleges + kennisclips
A. Introductie
Marketing: the social/managerial process by which
individuals/groups obtain what they need/want through
creating/exchanging products and value with others.
Consumer’s impact on marketing strategy:
• Market segmentation
- Demographics (age, gender, family structure, social class, ethnicity, lifestyle)
• Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategy’s impact on consumers:
• Marketing and culture
• The meaning of consumption
• Conspicuous consumption ..using the marketing mix
• (In)tangible objects
• Types of consumption activities
• The Global Consumer
Consumer behavior: the totality of consumer’s decisions with respect to the
acquisition/consumption/disposition of goods/services/time/ideas by human decision
making.
Er is een verschil tussen knowledge en understanding.
→ Consumer research: understanding consumer behavior
Consumer behavior research
Format Positioning of research problem - Research
question - Literature review - Research
method and data analysis - Results -
Managerial recommendations
Method Surveys – focus groups – interviews –
experiments – database marketing
Data analysis Univariate vs multivariate analysis
B. Cursus uitleg
Het Consumer Behavior process model bestaat uit 3 onderdelen:
• Psychological core (rood)
• Process of making decisions (geel)
• Social influences (blauw)
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, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Psychological core
• Motivation, ability, opportunity (kunnen en
willen)
• Internal information: learning and memory
(info die je al hebt)
• External information: attention and perception
(info die je nog niet hebt)
• Understanding: comprehension and
categorization
• Attitudes: cognition and affect
Process of decision making
• Problem recognition and information search
• Alternatives evaluation and decision making
• Choice reflection and post-decision evaluations
Social influences
• Conformity
• Compliance
• Obedience and authority
C. Consumer motivation
Motivation – ability – opportunity
Motivation Willingness to act. (‘willen’)
• Personal relevance
• Consistency with the self
• Inconsistency with attitudes
• Perceived risk
Ability Resources to act. (‘kunnen’ → intern)
• Product knowledge and experience
• Cognitive style
• Intelligence-education-age
• Money
Opportunity Circumstances to act. (‘kunnen’ → extern)
• Time
• Distraction
• Information (amount, complexity, repetition)
.. the reasons underlying consumer motivation are not always obvious → research necessary
to discover real motivations.
• Mensen weten niet altijd waarom ze iets doen (unconscious motivation) of willen
het niet zeggen.
• Motivaties veranderen over tijd.
2
, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Motivaties hebben verschillende drijfveren:
• Rationeel
• Emotioneel (status, groepsdruk, promotie)
• Biologisch
• Sociaal
Motivation: the biological/rational/emotional and/or social force that initiates and directs
behavior.
→ move towards a goal, to satisfy needs
Needs: a discrepancy between actual-desired state
• Als er een discrepantie is, wordt er tension
gecreëerd. Dit zorgt voor motivatie om de goal te
bereiken, zodat de tension wordt verminderd.
• Innate (food/water/air/safety) vs
Learned (power/status/moral person)
Goals: a desired state
Positief Negatief
Approach goal: a positive goal toward Avoidance goal: a negative goal from which
which behavior is directed behavior is directed away
→ ‘Join the gym to get strong’ → ‘Join the gym to avoid getting fat’
Goal system: mental representation of associative networks composed of interconnected
goals and means
→ stored in memory
→ verschillende means (middelen) om een (sub)goal te bereiken
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