Deze samenvatting van het vak Consumer Behaviour [DoR13a], gegeven door professor Bart De Langhe, is gebaseerd op uitgebreide notities van de slides die tijdens de colleges werden behandeld. Het document biedt een helder overzicht van alle belangrijke concepten, modellen en theorieën uit de cursus.
Lecture 1: Intoduction
Why study consumers? What is marketing?
Marketeers say that there is more value than just the product.
Marketing: Creating value for customers.
Critics:
Manipulative
Fluff / bullshit
Wasteful
Bart:
Not rocket science (deterministic)
Behavioral science (probabilistic)
Emerson:
he says, when you create a better product, the consumers will come to
you => product is driving value
“Build a better mousetrap, and the world will beat a path to your door.” –
Emerson.
User ratings on Amazon
Lecture 1: Intoduction 1
, In dit voorbeeld weten we niet of de recensie nuttig is aangezien we het niet
vergelijken, stel nu dat het kind niet in zo’n stoel zat. Dan had hij misschien
geen schade (lijkt onlogisch) maar kan zeker aangezien we vergelijking
hebben, dit is dus geen goede recensie om het product te beoordelen.
Suppose you consider many pairs of products. The two products in each pair
are generally similar (same product category, product features, etc.), but user
ratings on Amazon of one of them are higher on average than the other. How
often will you find that the product with the higher user ratings performs better
in standardized tests of product quality (as done by testing agencies like
Consumer Reports)?
De prof deed hier onderzoek naar en kwam uit op een correlatie van 0.15
(rechter foto). Dit betekent dat als je Amazon Rating door gebruikers weet,
dat je dan bijna niets weet over de werkelijke kwaliteit.
Correlatie tussen prijs en kwaliteit = 0.30.
Dus gebruik maken van User Ratings tussen 2 producten = coin flip
Lecture 1: Intoduction 2
, Experiment with wine glasses Plassman:
5 glasses, 2 are the same two times
Without the price, people are not fooled by the fact that the wine is in different
glasses, they are able to express their likings and see that some wines are
alike
Informed about price (look at left picture with fake given prices): people’s
liking is almost a perfect match with the price of the wine.
The perceived value is more driven by price than the quality of the product
This is NOT SUPERFICIAL, the perceived VALUE is really different, this is
because value is created in your brain.
Hsee study ice cream
The product here is ice cream, but here the packaging influences the value
and even creating it.
H: Doet 8oz ijs in het potje van 10oz.
L: doet 7oz ijs in potje van 7oz.
Hoeveel wil je betalen voor H en L? Proefpersonen krijgen OF H OF L, niet
naast elkaar want dan kunnen ze dus vergelijken.
Mensen willen meer betalen voor L want het lijkt alsof je meer krijgt dan je
zou moeten krijgen.
Lecture 1: Intoduction 3
, Is this deception or is true value created? (later)
Experiment 50 new songs Dodds and Watts
First group A is independent just as market B
Social group A and B also exist, here there is a form of communication =>
social influence
Ze moeten nu individueel (bij eerste 2) en in groep (bij laatste 2) een ranglijst
maken van de “beste” liedjes.
The correlation between the independent groups A and B is greater than the
correlation between the 2 social groups, this is bcs there is no social
interaction, the liking of the song is not influenced by other people and their
liking in the independent groups
Hits will be more popular in the social market, people hype each other up, bcs
when ppl are new to the platform, they see what others have been listened to
the most and start there
=> We zijn accurater als we geen extra gegevens hebben (prijs bij wijn of hier
social influence).
Value = f(marketing mix)
4 p’s:
1. Place
2. Price
3. Promotion
4. Product
Lecture 1: Intoduction 4
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