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Samenvatting buying behavior / koopgedrag

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Volledige samenvatting van het vak buying behavior. Alles zit erin verwerkt dus als je deze samenvatting leert heb je al het materiaal om een goed examen te maken!

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  • 14 décembre 2020
  • 16 décembre 2020
  • 144
  • 2020/2021
  • Resume

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Par: thibeausuys1 • 4 année de cela

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Par: shw1999 • 4 année de cela

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2020
2021




BUYING BEHAVIOUR
PROF. D. RIGONI
SAM STROO

,BUYING BEHAVIOUR: INTRODUCTION
 Looking at the unconscious psychological processes, and apply it for media consumption, pricing, ad
testing, ..

WHAT TO EXPECT FROM THE COURSE?

 The lectures will be online, while the classroom activities will be more interactive
 Online lectures, reading material, videos
 Apply knowledge in the classroom: individual group assignments, peer teaching, case studies

EXAMPLE OF CLASSROOM ACTIVITY: Each group builds a sensory chart for specific products or brands and
presents the results to the class
o This is a way to map brands according tot he different sensory levels
o Produce a slogan or a jingle that fits the products and studying why certain slogans work

HOW DO CONSUMERS MAKE DECISIONS? Conscious and unconscious +
emotions are also a very important aspect

 There are internal and external processes that both influence buying
behaviour
 How to study this? Measure implicit behaviour, or simply ask the
consumer, physiological reactions, eye tracking, ...

COURSE ORGANIZATION

o Online: Classes (recorded videos uploaded on Ufora)
o On campus: 4 workshops (Q & A) with me
o 2 workshops (Group assignment) with teaching assistant Joyce De Temmerman: 5-7/10, 16-17/11


6 GUEST LECTURES
1. Wannes van Giel – Bigtrees: sustainable food 4. Farida Bensadoun – AB Inbev (23/11 9h)
(12/10: 9h30) 5. Suzanne Muller – Alpro (23/11: 11h)
2. Simon Q. – Insites consulting (12/10: 11h30) 6. Tom mere- WHY5 Research (30/11: 11h)
3. Timothy Desmet – Icense (9/11: 10h)


COURSE CONTENT

OVERVIEW OF THE CHAPTER: 5 CHAPTERS

- What is buying behavior? Why and how is it studied?
- How do consumers make decisions? Are consumers rational or irrational? What are the psychological
processes involved in buying behavior?
- Who are the different consumers? How do we deal with different consumers? How does gender
influence consumer behavior?
- When & Where: How are consumers influenced by external factors? How can different social
situations affect buying behavior?
- Why do consumers buy what they buy? What is the motivation behind consumers’ buying decisions?


SAM STROO 1

, What: defined, why study it, how can we study it
How: irrational decisions, perception and attention, learning and memory, decision-making, attitudes
Who: Demographics, psychographics, cultural differences
When & Where: Social influences, social biases, nudge
Why: motivation defined, classifying consumer needs, values

ASSESSMENTS

Written exam (75%)

o Multiple choice – knowledge & applications + Open-ended questions – business cases
o Examples will be displayed at the end of each lecture
o Tip: Do not use summaries from last year

Permanent evaluation (25%)

• Group assignment (Workshop 1): design a quali research (12,5%)
• Group assignment (Workshop 2): design a quanti research (12,5%)

Bonus point: participate in two academic researches (2 researches = 1 bonus point)

 Check sona to see when studies set up (consumer lab, campus tweekerken, first floor hoveniersberg)
 Studies will be set up during October, November & December but do not wait untill December to
inscribe for a study

Example questions:




PERMANENT EVALUATION

 Design a qualitative and quantitative research to study consumer behavior
 Two short papers in English (max 1500 words): Qualitative research (12.5% - deadline 1/11)/
Quantitative research (12.5% - deadline 13/12)
 Peer assessment correction (deadline 20/12)
 More info: “info students group assignment buying behaviour 2020” Ufora
 After the first workshop you can start with the group assignments




SAM STROO 2

, CHAPTER 1: WHAT IS BUYING BEHAVIOUR?
DEFINING BUYING BEHAVIOR

Consumer buying behavior: the study of the processes involved when individuals or groups select, purchase,
use or dispose of products, services, ideas, activities, people or experiences to satisfy needs and desires.

 Choosing (based on price, characteristics ..), purchasing, using (evaluating, will you become an
ambasador of the brand/ product?)
 Different types of buying behavior (online, offline, on-premise, off-premise): decision-making could be
longer or shorter for different products => a lot of purchase possibilities & new technologies that
change consumer buying behaviour

For example: amazongo => allows customers to enter a store and no registers, you grab what you want and just
go (no waiting in lines) & it gives an idea how quickly the field of consuming buying behavior changes & how
quickly it changes our habits & perspectives

Products, services, ideas, activities, people or experiences

 Not just tangible products! Also: software, apps ...
 Expertise (for example: upwork => marketplace where people can buy expertise)
 Experiences: you are not just buying the ticket for a spa, you also pay for the expeirience
 Buying behavior is a process, not an event! It starts with just wqlking on the street, which products we
want & what we want to pay, then buy & evaluate afterwards

3 PROCESSES INVOLVED IN BUYING BEHAVIOR


PRE- POST-
PURCHASE
PURCHASE PURCHASE


These processes strongly depend on the type of product or service (e.g. luxury products, unsought products ...)

 Different psychological processes when buying a house, or an insurance
 You will spend more time in options when you buy a house
 The length & processes differ strongly based on what product it is for


PRE-PURCHASE

= Evaluation that consumers do before they buy something (perspective of buying a product) + also for
companies: what is the reason towards dropping sales & how can you solve it?

 Normally, consumers think that more expensive results in more qualitative products
 So we associate quality with price, unconscously

CONSUMERS COMPANIES/ RESEARCHERS
Do I need the product? How do we change attitudes towards our product?
Where do I get extra information? What cues do people use to infer quality?
Where do I find it? What price strategy do we use to attract more
Can I have a better price? consumers?

SAM STROO 3

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