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marketing management college 2
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Marketing Management, college 2 - woe 7 september+ 0,4 bonus punt bij deelname onderzoek, in course manual te vinden
Hoofdvraag: Hoe maakt de klant beslissingen?
1. Consumentenpsychologie
2. Klassieke beslissingsmodel
3. Customer Journey
Consumentenpsychologie
Perceptie = het proces waarbij we selecteren, organiseren, interpreteren van
informatie en zo een betekenisvol beeld van de wereld probeert te vormen.
- Selective attention
Attention = allocation of processing capacity to a stimulus
Vb. Beliefs: “I like cola” – instructed: “tel de stappen”
- Selective retention
Memory: je onthoudt niet alles, maar een selectie
- Selective distortion (selectieve vervorming):
Placebo-effect: verwachtingen beïnvloeden de eigen productervaring
Vb. kosten, herkomst, pilletje
Gepercipieerde Waarde = gepercipieerde voordelen – gepercipieerde kosten
Emoties en gemoedstoestand
Veel beslissingen zijn niet ‘rationeel’
Cold vs. Hot state: dezelfde persoon kan zeer verschillende beslissingen nemen
naargelang zijn of haar staat
Motivatie
Low involvement (Fast moving consumer goods: FMCG) vs High involvement
- Systeem 1: automatisch, snel, weinig inspanning, impulsief
Meer gebruik maken van heuristieken (mentale shortcuts)
1. Framing: anders reageren simpelweg omdat dezelfde informatie anders
gepresenteerd wordt
Vb. 40% vet/60% vet free
2. Processing fluency: hoe makkelijk/moeilijk informatie te verwerken is (gevoel van
moeilijkheid)
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