Class notes
Summary Consument en Marketing (Consumer and Marketing): Book + Readings
- Course
- Institution
- Book
This are the lectures of the course 'Consument en Marketing'
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Test Bank for Consumer Behavior Buying Having Being 13th Edition Solomon / All Chapter 1 - 14 Updated 2023
-
Consumer Behavior and Marketing Action Summary
-
CM2072 Summary - Consumer Behavior & Marketing Action @EUR
Seller
FollowNienkeDesmares
Reviews received
Content preview
Consument & MarketingBusiness kun je benaderen vanuit twee kanten Consumer of Capital
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
Wisselwerking organisaties en klanten
Prijsverschillen, stereotypering marketing
Consumer behavior
Reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by (human) decision making [over time]
B: Kennisclip Cursusuitleg – Topic 1: Consumer Behavior
Understanding Consumer Behavior
o Psychological Core
Hoe kijken mensen naar producten
o Process of Making Decisions.
Hoe komen mijn keuzes tot stand?
o Social Influences (External influences)
Welke invloeden zie/ervaar ik?
Beinvloed Psychological Core en Process of Making Decisions
Psychological Core
Motivation, Ability and Opportunity
Twee bronnen van informatie: Internal Information (learning and memory) & External
Information (attention and perception)
Understanding: comprehension and categorization
o Informatie begrip van materie
Attitudes: cognition and affect
o Wat weet je al over een product; oordeel
1 Framework Psychological Core
Process of Making Decisions
Welk probleem is er
Welke informatie heb ik
Keuze maken
Evaluatie/Reflectie: was het een goede
2 Process of Making Decisions
aankoop
Understanding Consumer Behavior
Waarom maakt iemand een bepaalde keuze?
Teveel keuzes?
Paradox of choice
Teveel keuze is detrimental
1
, Social
Influences
Conformity
Compliance
Obedience and authority
2
,C: Motivation, Ability and Opportunity
Motivation, Ability and Opportunity – Willen & Kunnen
Wel complementair
Niet compenseerbaar
(Consumer) Opportunity
Circumstances to Act
Time
Distraction
Information
o Amount
o Complexity
o Repetition
(Consumer) Ability
Resources to Act
Product Knowledge and Experience
Cognitive Style 2 Het Triade model – Theo Pois
Intelligence, Education and Age (Tilburger)
Money
(Consumer) Motivation
Willingness to Act
Personal Relevance
Consistency with the self, values, needs, goals, emotions
Inconsistency with attitudes
Perceived risk
WAAROM?
Wat is het effect hiervan op Consumer Behavior
Hoge motivatie zorgt ervoor dat men meer tijd wil spenderen aan het zoeken van informatie
Meer gedreven om te leren over mogelijke alternatieven
Weinig motivatie om informatie te vergaren over een merk niet vatbaar voor reclame van
andere mensen
Welke doelen willen we behalen
Wijze waarop we kijken en aanschaffen
Hoe wordt de omgeving beïnvloed
Onderliggende motivatie is niet altijd wat het lijkt wat zijn de echte motivationele aspecten
WAT?
3 Wat drijft motivatie?
3
, 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
Zet aan tot actie
Needs & Goals
Needs & Goals
Komen voort uit Innate (onszelf) & Learned (buitenaf)
Need
Discrepancy between actual and desired state
Social (voor jezelf) & Non-social (onstaan tijdens interactie met je omgeving)
Goal
A desired state
Indifference zone
Het maakt me eigenlijk niet echt uit
Changed in desired state/Goal
Je uiteindelijke doel veranderd
4 Needs & Goals
Het zien van een mooiere auto
Change in actual state
Je huidige situatie veranderd
Je rijdt je auto in de prak
Maar wat nou als iets tot meerdere categorieën behoord? Goal system
Goal system
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller NienkeDesmares. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.47. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
79650 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now