MCB-30306 Consumer Behaviour: Concepts And Research Methods
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Wageningen University (WUR)
Active recall of all the lectures and papers, reflection lectures notes and practice question with elaborations, tutorial notes, comments placed on supplementary papers
MCB-30306 Consumer Behaviour: Concepts And Research Methods
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Lecture 1: Introduction
Active recall lecture 1
Questions Answers
What is the difference between the The selling concept argues that any product can be sold through
selling concept and marketing concept? aggressive and effective selling techniques. The marketing
concept argues that it is about delivering the desired satisfaction
more effectively and efficiently than competitors.
What are 4 basic marketing strategies? 1. Market segmentation
2. Product differentiation
3. Product development/innovation
4. Competitive strategy
What are the 4 marketing mix Product, price, promotion and place.
elements?
Quality attributes can be delivered Intrinsic (cannot be changed without altering the product) and
through.. extrinsic cues (other marketing efforts).
What are 5 steps in the typical 1. Need recognition: utilitarian & hedonic motivations
consumer decision making process? 2. Information search: internal & external search (cognitive
and affective)
3. Alternative evaluation: weighted criteria
4. Choice
5. Evaluation
What is described with the ELM model? The difference between high involvement and low involvement
situations. In a high involvement situation info is processed
through the central route, and the message is evaluated
extensively. In a low involvement situation info is processed
through the peripheral route and attitudes are formed on the basis
of simple cues in the message.
What are the 3 determinants of 1. Consumer characteristics
consumer behaviour? 2. Product characteristics
3. Situational characteristics
Consumer and product mediate each other, which is moderated
by situational characteristics.
What is meant by product driven? Products are cues to start off elicitation of consumer needs.
What are 4 major consumer methods to Category appraisal, conjoint analysis, kelly’s repertory grid and
focus on? laddering.
, W1L1 Paper 1: Van Trijp et al., Marketing and consumer behaviour with
respect to foods
Questions Answers
1. Why do they think it is important Since consumers have become very demanding in an attempt
to understand the customer? to satisfy their higher order consumption needs in a very
idiosyncratic way.
2. What is defined by ‘the Marketing operations focused on the physical product and the
production concept’? efficiency of production and distribution.
3. What is ‘the selling approach’ With aggressive selling and promotion effort, any product can
be sold. Consumers, if left alone, will not buy enough of an
organisation’s products.
4. What is ‘the marketing concept’? Delivering the desired satisfaction more effectively and
efficiently than competitors’.
What are the four main pillars of 1. Market focus
marketing management? 2. Customer orientation
3. Coordinated marketing
4. Profitability
What are the main concerns of Efficiency and effectiveness of exchange processes.
marketing?
The four P’s of marketing are: Product, Price, Place and Promotion
What is attempted through these The company attempts to satisfy identified customer needs
marketing mix (p’s) instruments? more effectively and efficiently than competitors do.
What is the aim of market The identification of subgroups of customers that are internally
segmentation? homogeneous in some relevant aspects and different from other
market segments.
What is the aim of product Trying to differentiate their product supply from that of
differentiation? competitors. Trying to create customer loyalty by creating a
brand and being distinctive. For differentiation to be worthwhile,
the difference should be (important, distinctive, communicable,
preemptive and affordable).
What is positioning? Effective product differentiation, so placing a brand in a part of
the market (perceived by the consumer) where it will receive a
favourable reception compared to competitors.
What does a Product Life Cycle (PLC) An S-shaped curve with stages of introduction, growth, maturity
look like? and then decline. It describes the evolution of a product in the
market from introduction to decline.
Why is product innovation important? - To replace products that are in the decline phase of the
PLC.
- To realise growth.
,What are controllable factors? 1. Product
2. Place
3. Promotion
4. Price
What are the 2 types of quality cues? 1. Intrinsic: product characteristics that cannot be changed
without altering the product
2. extrinsic : cues that can be changed without altering,
that may influence the consumers image of the product
Cues are visible prior to consumption
What is important in price setting? Knowing the relationship between price and consumer demand,
it is an indicator for quality, middlemen.
What are the 6 uncontrollable 1. Technological environment
factors/domains? 2. Economic environment
3. Socio-cultural environment
4. Internal environment
5. Competitive environment
6. Political and legal environment
Name 5 stages in consumer decision 1. Problem recognition
process 2. Search behaviour: about alternatives and consumption
(internal or external)
3. Evaluation of alternatives
4. Purchase
5. Evaluation of purchase outcome
What is meant by low involvement in Very limited cognitive effort to their purchase.
decision making?
What is meant with the ELM model? With low involvement information is processed through the
peripherical whereas with high involvement this happens in the
central route.
W1L1 Paper 2: Van kleef et al., Consumer research in the early stages of new
product development: a critical review of methods and techniques
Questions Answers
Which 3 performance dimensions with 1. Stimuli used as cue for need elicitation
specific criteria are used: 2. Task format
3. Need actionability
Were does NPD stand for? New product development
What are the 4 stages of NPD? (1) Opportunity identification
(2) Development
(3) Optimization
(4) Launch
What is the purpose of this paper? 1. Develop a categorisation scheme against which similarities
, and differences between methods can be made more
apparent
2. Describe methods in their key features
3. Provide guidelines for the appropriate method given
strategic product development objectives of companies.
Which 4 consumer research methods 1. Category appraisal
and techniques are evaluated? 2. Conjoint analysis
3. Kelly repertory grid
4. Laddering
What is an important distinction in An important distinction can be made between the type of
stimuli? stimulus used to elicit consumer needs (product- vs need-driven)
and the familiarity with the stimulus.
What is the difference between need- In need-driven methods, consumers are asked to reveal their
driven methods and product-driven internal needs without exposure to a product. Product-driven
methods? methods confront consumers with products as cues to start the
identification of needs and wants.
What can the output of methods be The task used to derive consumer needs; self-articulated or
influenced by? indirectly.
What is the difference between product Product characteristics are measurable, manipulable and physical
characteristics and product attributes? properties of products under control of technical product
developers. Whilst, product attributes are those characteristics
(intrinsic or extrinsic) that the consumer infers from the product,
like the creaminess for example.
(1) What is category appraisal? Category appraisal refers to a set of procedures to obtain a visual
representation of positions that products hold in the consumers’
mind. (product-driven; consumer evaluation of competitive
products). They show the structure of markets as perceived by
consumers. =positioning
(2) What is conjoint analysis In a conjoint task, respondents are asked to express their
preference towards experimentally varied product profiles by
making trade-offs. Data analysis showed the relative importance
of each attribute in a respondent’s preference function. The goal
of the study is to find out which attribute and attribute levels
consumers prefer and how much they value the attributes.
(product-driven)
(3) What is the Kelly repertory grid Kelly’s repertory grid is a personal interviewing technique used to
method? elicit the constructs by which consumers structure and interpret a
product category. Constructs (e.g. attributes of products) are
elicited by repeatedly confronting a respondent with triads of
products drawn from a large set and asking which two products
are alike and different from a third; triadic sorting technique.
(product-driven)
(4) What is the laddering method? Laddering is a personal interviewing technique used to
understand consumers’ knowledge structure regarding a particular
product (category). A means-end chain is a knowledge structure
that links a consumer’s knowledge about product attributes with
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