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Chapter 1 : Introduction to consumer buying behavior
1. What is consumer buying behavior?
The “why”, “when”, “where”, “who”, “what” and “how” of consumption.
How : How can marketers make a difference
- Perception
- Memory
- Attitudes
- Decision making
Who : New vs old generations, self image stereotyping
- Demographical
- Psychographical
- Geographical
- Behavioral
Brand images (why) are created by product advertising, packaging, positioning, market segmentation
strategies.
When and where : Future of retailing, behavioral economics, field experiments, innovations, crisisses,
epidemics, influencer
Internal influences :
- The who of consumption (who is buying your product)
- The how of consumption (cyclical proces : acquiring → consuming → disposing)
- The why of consumption (what kind of image do you want to have)
External influences :
- The what of consumption (products, services, time (vb. hobby))
- The when and where of consumption (groups, situation (nudging))
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,2. Why study consumer behavior?
a. Define the market
- How is the market segmented?
- How profitable is each segment?
- What are the characteristics of each segment?
b. Identify threats and opportunities
- What ideas do consumers have for new products?
- What attributes should be added to existing products?
- What should a package or logo look like?
- How are competing products positioned?
c. Input for marketing communication
- What are our communication objectives?
- How should our communication look like?
- Should we use sale promotions?
d. Input for pricing
- Can we change prices?
- Can we use price tactics?
e. Input for distribution
- Where and when are my target consumers shopping?
- What do customers want to see in-store?
- How should stores be designed?
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,3. How to study consumer buying behavior?
Methods :
- Scientific method : Objectivity in the observation and interpretation of behavior
- Examine existing knowledge
- Develop a hypothesis
- Research design
- Sampling
- Collect data
- Analyze data
- Make a conclusion
- Tools : Choice tool depends on objective, target group, situation…
- Neurotools : What is going on in people's mind
- Facereading
- Garbology : Look at what people throw away
- Perpetual map : Getting insights on how people perceive a specific product. A tool to identify
threats and opportunities. It identifies the important dimensions and then asks consumers to
place competitors in this space. Marketeers can then analyze similarities and differences between
products and the opportunities for new products possessing attributes not represented by
current brands.
Qualitative study to describe a target market.
Quantitative study to come up with new positioning strategies.
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, Chapter 2 : The how of consumption - How do we consume information?
The study of processes to satisfy needs and desires.
“People respond to the world as they see it, not the world that it actually is.”
- Does it look the same to you as it does to me?
- Internal processes + experiences/learning → different perceptions
- Different associations → different reactions
1. Perception & attention
- Perception is a selective process
- Thresholds and needs/goals determine what we perceive
- Attention can be both voluntarily or involuntarily
- Marketers have tools to play on the senses, attract attention and improve comprehension
A. Perceptual process
Perception is the process by which people who are exposed to physical sensations such as sights, sounds,
and smells, select, organize and interpret these stimuli. The eventual interpretation of the stimulus allows
it to be assigned meaning.
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