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Summary of the course Consumer Behaviour: Concepts and Methods MCB30306
Summary of the course Consumer Behaviour: Concepts and Methods MCB30306. Including all lectures and articles. Also includes figures.
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Voorbeeld van de inhoud
s2020-2021
CONSUMER BEHAVIOUR: CONCEPTS
AND RESEARCH METHODS
MCB30306_2020_4
HOOGEVEEN, LIANNE
NUTRITION AND HEALTH
Period 1
,Index
ARTICLE 1A – MARKETING AND CONSUMER BEHAVIOUR .............................................................................. 2
MARKETING ...............................................................................................................................................................................2
MARKETING STRATEGIES ............................................................................................................................................................2
Market segmentation ........................................................................................................................................................2
Product differentiation ......................................................................................................................................................2
Product development/innovation....................................................................................................................................2
ARTICLE 1B – CONSUMER RESEARCH IN THE EARLY STAGES OF NEW PRODUCT DEVELOPMENT ............... 3
INTRODUCTION ..........................................................................................................................................................................3
BASIC STAGES OF THE NPD PROCESS .........................................................................................................................................3
CATEGORISATION SCHEME .........................................................................................................................................................3
Information source for need elicitation ...........................................................................................................................4
Task format .........................................................................................................................................................................4
Response/ output ..............................................................................................................................................................4
TEN METHODS DESCRIBED ON STIMULI, TASK FORMAT AND ACTIONABILITY .................................................................................5
LECTURE 1: INTRODUCTION TO THE COURSE; RELATION BETWEEN THEORIES, METHODS, AND
APPLICATIONS (IL) ............................................................................................................................................ 6
INTRODUCTION ..........................................................................................................................................................................6
Marketing Strategy: Product differentiation positioning ..............................................................................................8
Article: Van Kleef et al .......................................................................................................................................................8
PACKAGING ...............................................................................................................................................................................9
THEORIES OF PRINCIPLES OF CONSUMER STUDIES ......................................................................................................................9
LEARNING OUTCOMES ...............................................................................................................................................................9
LECTURE 2: A CASE FOR THEORY-DRIVEN CONSUMER RESEARCH................................................................ 9
RECAP .......................................................................................................................................................................................9
The general approach ................................................................................................................................................... 10
FACTOR ANALYSIS ................................................................................................................................................................... 11
LADDERING/ PERCEPTUAL MAPPING ......................................................................................................................................... 12
RELIABILITY ANALYSIS .............................................................................................................................................................. 12
CLUSTER ANALYSIS .................................................................................................................................................................. 12
CONJOINT ANALYSIS ............................................................................................................................................................... 12
ARTICLE 3A – CONCEPTUAL MODEL OF THE QUALITY PERCEPTION PROCESS ........................................... 13
DEFINITIONS OF PERCEIVED QUALITY ...................................................................................................................................... 13
PERCEIVED QUALITY IN THE CONTEXT OF VALUE ...................................................................................................................... 13
QUALITY CUES VS QUALITY ATTRIBUTES .................................................................................................................................. 13
Intrinsic vs extrinsic ......................................................................................................................................................... 14
Perceived Quality as a Subject- Object interaction .................................................................................................... 14
Perceived Quality and the consumption experience ................................................................................................. 14
BELIEF FORMATION................................................................................................................................................................. 15
THE LENS MODEL ................................................................................................................................................................... 15
Conceptual model of the quality perception process ............................................................................................... 16
TUTORIAL A ..................................................................................................................................................... 16
ARTICLE 3B (SUB) – THE INFLUENCE OF QUALITY CUES.............................................................................................................. 16
Introduction ..................................................................................................................................................................... 16
Method ............................................................................................................................................................................ 17
ARTICLE 3C (SUB) – DO CONSUMER EXPECTATIONS MATCH EXPERIENCE?................................................................................. 18
LECTURE 3: QUALITY PERCEPTION MODELS ................................................................................................. 18
GENERAL INTRODUCTION INTO PERCEPTION AND MISPERCEPTION ........................................................................................... 18
1
, Perception ....................................................................................................................................................................... 18
BRUNSWIK’S LENS MODEL OF PROBABILISTIC FUNCTIONAL PERCEPTION ................................................................................... 20
ARTICLE 4A – DATA ANALYSIS AND INTERPRETATION ................................................................................. 21
DUMMY VARIABLES ................................................................................................................................................................. 21
CONJOINT ANALYSIS ............................................................................................................................................................... 21
Procedure ........................................................................................................................................................................ 21
ARTICLE 4B – INTRODUCTION TO CONJOINT ANALYSIS .............................................................................. 22
Creating an Orthogonal Design ................................................................................................................................... 22
Utility scores .................................................................................................................................................................... 22
Coefficients ..................................................................................................................................................................... 23
Relative importance ....................................................................................................................................................... 23
Correlations..................................................................................................................................................................... 23
Reversals .......................................................................................................................................................................... 23
LECTURE 4: CONJOINT ANALYSIS.................................................................................................................. 23
BASICS ................................................................................................................................................................................... 23
SPSS ...................................................................................................................................................................................... 24
Fit and predictive validity............................................................................................................................................... 24
Internal predictive validity ............................................................................................................................................. 25
STUDY DESIGN ........................................................................................................................................................................ 25
Criteria ............................................................................................................................................................................. 25
Full-factorial design ........................................................................................................................................................ 26
Warming-up and simulation profiles............................................................................................................................ 27
Importance attribute ...................................................................................................................................................... 27
ARTICLE 5A – MEANS-END CHAINS ................................................................................................................ 27
MEANS-END CHAINS .............................................................................................................................................................. 27
Self-schema ..................................................................................................................................................................... 28
ARTICLE 5B – MEASURING SUBJECTIVE MEANING ........................................................................................ 28
COGNITIVE PROCESSES ........................................................................................................................................................... 28
Disadvantages of laddering .......................................................................................................................................... 29
Types of laddering ......................................................................................................................................................... 29
CODING ................................................................................................................................................................................. 29
Disadvantages ................................................................................................................................................................ 29
Algorithm......................................................................................................................................................................... 30
LECTURE 5: CONSTRUCT THEORY AND ELICITATION METHODS (AB) .......................................................... 30
PERCEIVING REALITY ............................................................................................................................................................... 30
PERSONAL CONSTRUCT THEORY ............................................................................................................................................. 30
Triadic understanding .................................................................................................................................................... 30
Construct ......................................................................................................................................................................... 31
Elicitation of personal constructs .................................................................................................................................. 31
Observer and Respondent Bias .................................................................................................................................... 32
TECHNIQUES ........................................................................................................................................................................... 32
Repertory grid method .................................................................................................................................................. 32
Hierarchical constructs................................................................................................................................................... 33
Mean-End Chains ........................................................................................................................................................... 34
ARTICLE 6A – LADDERING............................................................................................................................... 34
INTRODUCTION ....................................................................................................................................................................... 34
LADDERING............................................................................................................................................................................. 35
Interview environment ................................................................................................................................................... 35
Analysis ............................................................................................................................................................................ 35
2
, Interpretation .................................................................................................................................................................. 36
LADDERING METHODS............................................................................................................................................................. 36
Eliciting Distinctions ....................................................................................................................................................... 36
Two basic problems of laddering ................................................................................................................................. 37
Applications .................................................................................................................................................................... 37
ARTICLE 6B (SUB) – INCREASING VEGETABLE CONSUMPTION ..................................................................... 38
INTRODUCTION ....................................................................................................................................................................... 38
Mean-Ends Chain ........................................................................................................................................................... 38
MECCAs model .............................................................................................................................................................. 38
LECTURE 6: MEANS-END CHAINS AND LADDERING (AB) .............................................................................. 39
WHAT ARE MEANS END CHAINS? ............................................................................................................................................ 39
METHODS ............................................................................................................................................................................... 39
General Considerations ................................................................................................................................................. 39
Common Problems in Interviews .................................................................................................................................. 39
HARD OR SOFT LADDERING .................................................................................................................................................... 40
Hard laddering................................................................................................................................................................ 40
Soft laddering ................................................................................................................................................................. 40
ANALYSIS ................................................................................................................................................................................ 40
Aggregate means-end chains....................................................................................................................................... 41
Implication matrix ........................................................................................................................................................... 41
Hierarchical value map .................................................................................................................................................. 42
Association Pattern Technique ..................................................................................................................................... 42
Applications of Mean-End Chains ................................................................................................................................ 43
ARTICLE 7A ..................................................................................................................................................... 44
INTRODUCTION ....................................................................................................................................................................... 44
1. Construct definition ................................................................................................................................................... 44
2. Object classification ................................................................................................................................................... 44
3. Attribute classification ............................................................................................................................................... 44
4. Rater identification ..................................................................................................................................................... 45
Individual rater: Self, as in self-rating of a personal attribute when the object is oneself. .................................. 45
Group raters: Sample of consumers, industrial buyers, managers, salespersons, or employees. Most often
used to rate an external object (not oneself) on an attribute. ................................................................................... 45
5. Scale formation ........................................................................................................................................................... 45
6. Enumeration ............................................................................................................................................................... 46
Validity ............................................................................................................................................................................. 46
ARTICLE 7B (SUB) – A CONCEPTUAL MODEL OF SERVICE QUALITY .............................................................. 47
INTANGIBILITY, HETEROGENEITY AND INSEPARABILITY ............................................................................................................... 47
MOST IMPORTANT INSIGHT ...................................................................................................................................................... 47
Consumer expectation-management perception gap .............................................................................................. 47
(GAP1).............................................................................................................................................................................. 47
Management perception-service quality specification gap (GAP2)......................................................................... 48
Service quality specifications-service delivery gap (GAP3) ....................................................................................... 48
Service delivery-external communications gap (GAP4) ............................................................................................. 48
Expected service-perceived service gap (GAP5)........................................................................................................ 49
LECTURE 7: FROM PERSONAL CONSTRUCTS TO GENERAL MEASURES (AB)................................................ 49
CONCLUSION OF LADDERING STUDY ....................................................................................................................................... 49
SIMILARITY AND SHARED MEANINGS......................................................................................................................................... 49
MEASURING QUALITY .............................................................................................................................................................. 49
C-OAR-SE PROCEDURE ......................................................................................................................................................... 50
C = Construct definition [C = O + A + R] ..................................................................................................................... 50
3
, O = Object classification ............................................................................................................................................... 50
A = Attribute classification ............................................................................................................................................ 50
R = Rater or Respondent identification. ....................................................................................................................... 52
ARTICLE 8A – MULTI-ITEM SCALES ................................................................................................................. 53
MULTI-ITEM SCALES ................................................................................................................................................................ 53
SCALE EVALUATION ................................................................................................................................................................ 53
MEASUREMENT ACCURACY ..................................................................................................................................................... 53
RELIABILITY ............................................................................................................................................................................. 53
Approaches for assessing reliability............................................................................................................................. 54
VALIDITY ................................................................................................................................................................................. 54
ARTICLE 8B (SUB) – A MULTIPLE-ITEM SCALE ................................................................................................. 55
INTRODUCTION ....................................................................................................................................................................... 55
GENERATION OF SCALE ITEMS ................................................................................................................................................ 55
Data collection ................................................................................................................................................................ 56
LECTURE 8: SCALE DEVELOPMENT: RELIABILITY AND VALIDITY (IL) ............................................................ 56
INTRODUCTION ....................................................................................................................................................................... 56
TANGIBLES: SINGLE ITEM ......................................................................................................................................................... 57
Likert scale item; 7-point rating scale .......................................................................................................................... 57
Semantic-differential scale item; 7-point rating scale ................................................................................................ 57
Stapel scale item; 10-point rating scale ....................................................................................................................... 57
RELIABILITY AND VALIDITY: CLASSICAL TEST THEORY ................................................................................................................. 57
Two main requirements for measurements................................................................................................................. 57
Measure for reliability of single item ............................................................................................................................ 58
Factors that lower reliability and/or validity ................................................................................................................ 58
TANGIBLES WITH FOUR QUESTIONS (MULTI-ITEM) ..................................................................................................................... 59
Effect of summing/averaging on reliability and validity............................................................................................. 59
NINE STEPS (MALHOTRA, 2010).............................................................................................................................................. 59
Step 1: Definition of the construct ................................................................................................................................ 60
Step 2: Generation of pool of items ............................................................................................................................. 60
Step 3 through 6 ............................................................................................................................................................. 60
THREE WAYS TO ESTIMATE RELIABILITY ..................................................................................................................................... 61
Test-retest method ......................................................................................................................................................... 61
Alternative forms ............................................................................................................................................................ 62
Internal consistency: split-half method ........................................................................................................................ 62
Internal consistency: Cronbach’s α .............................................................................................................................. 62
MORE ON RELIABILITY ............................................................................................................................................................. 63
Step 7. Purify scale ......................................................................................................................................................... 63
ARTICLE 9A – MEC MODEL .............................................................................................................................. 64
INTRODUCTION ....................................................................................................................................................................... 64
CONCEPTUAL MODEL FOR MEANS-END CHAIN ...................................................................................................................... 64
Consequences ................................................................................................................................................................ 64
Product-Use Situation .................................................................................................................................................... 64
Categorization Processes .............................................................................................................................................. 65
REVIEW OF MEANS-END MODEL ............................................................................................................................................. 65
Types of values ............................................................................................................................................................... 65
Grouping-Level Distinctions.......................................................................................................................................... 65
Illustration of the model ................................................................................................................................................. 66
ARTICLE 9B – TAXONOMIC AND GOAL-DERIVED PRODUCT CATEGORIZATION .......................................... 66
INTRODUCTION ....................................................................................................................................................................... 66
TAXONOMIC AND GOAL-DERIVED PRODUCT CATEGORIES ........................................................................................................ 66
4
, Shared features ............................................................................................................................................................... 67
Results .............................................................................................................................................................................. 67
ARTICLE 9C (SUB) – THE ROLE OF PERSONAL AND SITUATIONAL GOALS .................................................... 68
LECTURE 9: CATEGORISATION AND CONTEXT (AB)...................................................................................... 69
CATEGORISATION AND CONTEXT ............................................................................................................................................ 69
MEANS END CHAINS BASED ON CATEGORISATION ................................................................................................................... 69
Means end chains approach to categorisation ........................................................................................................... 69
Situational context .......................................................................................................................................................... 69
Similarity is seen at different levels............................................................................................................................... 70
Similarity versus typicality .............................................................................................................................................. 70
TAXONOMIC CATEGORISATION ............................................................................................................................................... 71
Functional categorisation .............................................................................................................................................. 71
Categorisation: 3 issues................................................................................................................................................. 71
Influence of Situational Context .................................................................................................................................... 72
Categorisation and choice ............................................................................................................................................ 72
Evaluation of similarity ................................................................................................................................................... 72
RATNESHWAR ET AL, 2001 ...................................................................................................................................................... 73
CONSEQUENCES OF CONTEXTUAL CATEGORISATION FOR: .................................................................................................... 73
ARTICLE 10A – POSITIONING.......................................................................................................................... 75
INTRODUCTION ....................................................................................................................................................................... 75
POSITIONING THROUGH BRAND LINKAGES ............................................................................................................................... 75
POSITIONING USING PERCEPTUAL MAPS ................................................................................................................................... 75
COMBINING PERCEPTUAL AND PREFERENCE MAPPING .............................................................................................................. 76
ATTRIBUTE-BASED PERCEPTUAL MAPS ...................................................................................................................................... 76
PREFERENCE MAPS .................................................................................................................................................................. 77
JOINT SPACE MAPS ................................................................................................................................................................. 78
External analyses ............................................................................................................................................................ 78
TRANSLATING PREFERENCES TO CHOICE .................................................................................................................................. 78
ARTICLE 10B - LACOBUCCI ............................................................................................................................. 79
ATTRIBUTE-BASED APPROACHES ............................................................................................................................................. 79
COMPARISON OF APPROACHES ............................................................................................................................................... 79
ARTICLE 10C (SUB) – CUSTOMER PERCEPTIONS OF SERVICE DIMENSIONS ................................................ 80
LECTURE 10: COMPOSITIONAL PERCEPTUAL MAPPING (IL)......................................................................... 81
COMPOSITIONAL PERCEPTUAL MAPPING .................................................................................................................................. 81
CPM PROCESS ........................................................................................................................................................................ 82
1. Identify (primary/secondary) competitors ............................................................................................................... 82
2. Determine the terms .................................................................................................................................................. 82
3. Determine the position .............................................................................................................................................. 82
Steps in exploratory factor analysis .............................................................................................................................. 84
Issues in CPM: Two sources of covariation .................................................................................................................. 85
Issues in CPM: Covariance vs correlation matrix ........................................................................................................ 87
ARTICLE 11A – THE HISTORICAL DEVELOPMENT OF THE MARKET SEGMENTATION CONCEPT.................. 88
INTRODUCTION ....................................................................................................................................................................... 88
EFFECTIVENESS ....................................................................................................................................................................... 88
SEGMENTATION BASES ............................................................................................................................................................ 89
Observable general bases ............................................................................................................................................ 89
Observable product-specific bases ............................................................................................................................. 89
Unobservable general bases ........................................................................................................................................ 89
Unobservable product-specific bases ......................................................................................................................... 90
5
, SEGMENTATION METHODS ...................................................................................................................................................... 90
ARTICLE 11B – INTERNATIONAL SEGMENTATION IN THE FOOD DOMAIN: ISSUES AND APPROACHES ..... 90
ISSUES IN THE SEGMENTATION OF INTERNATIONAL FOOD MARKETS .......................................................................................... 91
The concept of international segmentation ................................................................................................................ 91
Unit of analysis ................................................................................................................................................................ 91
Criteria for evaluating segmentation solutions ........................................................................................................... 91
Criteria for evaluating instruments do derive international segmentations in the food chain .............................. 91
DOMINANT APPROACHES TO INTERNATIONAL SEGMENTATION................................................................................................. 92
Product benefits ............................................................................................................................................................. 92
Means-end chains .......................................................................................................................................................... 92
Food-related lifestyle ..................................................................................................................................................... 93
ARTICLE 11C (SUB) – LIFESTYLE SEGMENTATION .......................................................................................... 93
INTRODUCTION ....................................................................................................................................................................... 93
PSYCHOGRAPHICS................................................................................................................................................................... 93
The AIO approach .......................................................................................................................................................... 94
The value systems approach ......................................................................................................................................... 94
LECTURE 11: INDIVIDUAL DIFFERENCES, HOMOGENOUS CHOICES, AND OPTIMAL GROUPING (HT) ....... 95
CORE READINGS ..................................................................................................................................................................... 95
Marketing management orientations........................................................................................................................... 95
Basics ............................................................................................................................................................................... 96
STP ................................................................................................................................................................................... 97
Reasons for market segmentation ................................................................................................................................ 97
Number of segments? ................................................................................................................................................... 97
STP FRAMEWORK.................................................................................................................................................................... 98
Segmentation.................................................................................................................................................................. 98
Targeting ....................................................................................................................................................................... 100
Positioning .................................................................................................................................................................... 101
ARTICLE 12A – CLUSTER ANALYSIS .............................................................................................................. 101
MEASURES OF SIMILARITY ...................................................................................................................................................... 102
CLUSTERING APPROACH ........................................................................................................................................................ 102
Clustering methods ...................................................................................................................................................... 103
Non-hierarchical clustering ......................................................................................................................................... 104
NUMBER OF CLUSTERS .......................................................................................................................................................... 104
ARTICLE 12B – USING MEANS-END STRUCTURES ........................................................................................ 105
INTRODUCTION ..................................................................................................................................................................... 105
Means-end theory ........................................................................................................................................................ 105
ARTICLE 12C (SUB) – AN INVESTIGATION USING THREE APPROACHES ..................................................... 107
CONJOINT ANALYSIS ............................................................................................................................................................. 107
LABEL LIKING TASK ............................................................................................................................................................... 107
CONCLUSION ....................................................................................................................................................................... 108
LECTURE 12: CLUSTER ANALYSIS FOR SEGMENTATION (IL) ....................................................................... 108
STEPS IN CLUSTER ANALYSIS .................................................................................................................................................. 109
Operationalisation of homo-/heterogeneity ............................................................................................................. 109
Estimation: find homogenous groups of respondents? .......................................................................................... 109
Interpretation of the groups ........................................................................................................................................ 112
Validation....................................................................................................................................................................... 112
6
,1
,Article 1a – Marketing and consumer behaviour
Marketing
Marketing is concerned with the exchange processes that occur between a firm or organization
that offers products or services to the market, and the target group of potential buyers in its
environment. The basic assumption is that the organization that can do so most effectively and
efficiently (in satisfying the needs and wants of the target groups) will be most successful in
achieving its organizational objectives. Marketing is a social and managerial process by which
individuals and groups obtain what they need and what through creating, offering and
exchanging products of value with others.
The key issues in the marketing discipline were selling, buying, transporting and sorting.
Product policy and promotional activity were not of central concern yet. At first the goal was to
meet the basic needs of the consumers, but when the markets were growing, the goal was to
meet all the needs and preferences of the consumers. The idea of marketing is that any product
could be sold through aggressive and effective selling techniques. Marketing management has
become the dominant stream in marketing theory. Marketing management is the process of
planning and executing the conception, pricing, promotion and distribution of ideas, goods,
and services to create exchanges that satisfy individual and organizational objectives. It rests on
four main pillars: market focus, customer orientation, coordinated marketing, and profitability.
Marketing strategies
Market segmentation
Market segmentation builds on the idea that markets consist of customers that may differ in
their specific needs and wants. It aims at the identification of subgroups of customers that are
internally homogenous in some relevant aspects and different from other market segments.
The ultimate type of market segmentation is customized production, which is more common in
industrial markets, such as special machinery.
Product differentiation
In product differentiation, food markets try to create customer loyalty by doing better on one
or more product characteristics and by being distinctive in the market from competitive
suppliers. The ultimate form is a strong international band, such as international food-brands of,
for example, Unilever. Being familiar and recognizable to consumers is a necessary condition
for consumer loyalty.
Product development/innovation
Product development/innovation is important for the company’s long-term profits and
growth. Many factors (like changing customer needs) threaten a product’s long-term success.
Product development and innovation is necessary to replace the products that are in the
decline stage.
The consumer orientation implies that the needs, wants and specific demands of potential
customers should guide the firm’s marketing efforts. There are several developments in
consumer behaviour in Western food markets as well as their implications to food marketing.
To a large extent these developments can be attributed to the fact that most food markets have
2
, developed into true buyer’s markets. They are characterized by an abundant supply of
generally high-quality products. As a result, consumers have become very demanding in an
attempt to satisfy their higher order consumption needs in a very idiosyncratic wat. There is
little reason to believe that this situation will change in the future. It is more likely that product
competition and product assortments will further increase. This situation sets high
requirements on the food marketer to whom it will become even more important to understand
the consumer and his/her behaviour and to satisfy the idiosyncratic product demands.
Article 1b – Consumer research in the early stages of
new product development
Introduction
Incorporating the ‘voice of the consumer’ in early stages of the new product development
process has been identified as a critical success factor for new product development. Yet, this
step is often ignored or poorly executed. This may be due to lack of familiarity on which
methods are available, the use of disciplinary terminology, and difficulty in accessibility of
papers on this subject.
Basic stages of the NPD process
When it comes to successful new products it is the consumer who is the ultimate judge.
Consumer research can be carried out during each of the basic stages of the new product
development (NPD) process: (1) opportunity identification, (2) development, (3) testing, and (4)
launch. Most strategies focus on the development, testing and launch stage instead of the
opportunity identification stage. The goal of the opportunity identification stage is to search for
new areas of opportunities, which typically involve the unmet needs and wants of consumers.
Asking consumers what they want is useless, because they do not know what they want.
Although, it is important to know what consumers want, it helps to avoid working on a new
product that has a low probability of success in the first instance.
Categorisation scheme
In the categorisation scheme methods are grouped according to the most significant
determinants of results. The output of a particular method depends on the considered
information source for need elicitation and the task format.
3
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