Consument en Marketing
Hoorcollege 1
Topic A
Lecture objectives;
- The positions of marketing management and consumer behavior in business economics
(illustrate)
- A sneak preview of how consumers and marketing interact; i.e., influence each other
(understand)
- The impact of really understanding consumer behavior in business economics (convince)
Business Economics and Marketing
4 kernvakken van bedrijfseconomie; accounting, finance,
management en marketing.
Tussen de 3 onderwerpen capital, business en consumer bestaat een
bepaalde interactie.
Marketing is the social and managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others. Business heeft impact op de
consument en vice versa, consumenten worden hierbij beïnvloed door verschillende externe factoren.
De consument hoeft niet per se degene te zijn die het product nuttigt, dit kan ook de persoon zijn die het
product koopt. Denk aan de samenstelling van gezinnen, waarbij ouders de boodschappen doen en de
kinderen een tussendoortje consumeren.
Consumers’ impact on marketing strategy;
- Market segmentation is het opdelen van de markt in clusters
o Demographics; age, gender, family structure, social class, race and ethics, lifestyle,
geography. Demographics are the descriptive characteristics of a population, like age,
gender, income or occupation.
- Relationship marketing focuses on building bonds with consumers, through interacting with
customers on a regular basis and give them solid reasons to maintain a bond with the company:
o Database marketing is a handy tool to build this kind of relationship. It tracks specific
consumer’s buying habits closely and tailors’ products and messages precisely to
people’s want and needs based on this information.
Marketing strategy’s’ impact on consumers:
- Marketing and culture
- The meaning of consumption
- Conspicuous consumption; refers to people’s desires to provide prominent visible evidence of
their ability to afford luxury goods.
- Intangible and tangible objects
- Types of consumption activities
- The global consumer, etc.
- … Using the marketing mix
De wijze waarop het bedrijf interactie voert met de consument focust
zich met name op marketing in bedrijf en de wijze waarop de
consument interactie voert met het bedrijf focust zich meer op
‘Consument en Marketing’.
,Consumer behavior
- Why people do what they do? - behavior
- Why people feel what they feel? - affect
- Why people think what they think? - cognition
Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition,
consumption and disposition of goods, services, time and ideas by (human) decisions making (over time).
Voorbeelden college;
De manier van presenteren heeft een zeer grote impact op preferenties, dus op de voorkeur van mensen.
Endowment effect; op moment dat je contant geld uit handen moeten geven, hechten mensen er meer
verlies aan dan dat zij met de pinpas betalen. Gratis maakt ons consumenten minder egoïstisch, als iets
gratis is zitten we in het sociale parcours, als we geld betalen voor iets dan komen we terecht in het
financiële traject. Prospect theorie waarbij negatieve consequenties veel zwaarder doorwegen dan
positieve consequenties. Default effect houdt in dat mensen vaak weerhoudend zijn tegen
veranderingen.
Verschil tussen ‘knowlegde and understanding’: verschil tussen kennis en begrip.
“He knows how to do the math, but doesn’t really understand it”
An understanding is a mental construct, an abstraction made by the human mind to make sense of many
different pieces of knowledge. If students understand then they can provide evidence of that
understanding by showing that they know and can do certain specific things in new situations.
Bij kennis (knowledge) gaat het over de feiten, over het coherent geheel, iets is goed of fout. Bij
begrijpen (understanding) van dingen kunnen we de feiten verklaren, ook de theorie samen met de
feiten zullen regelmatig geverifieerd moeten worden, het is ook niet zwart-wit er zit vaak veel grijs tussen.
Consumer research involves understanding consumer behavior.
Research format; Positioning of research problem, research question, literature review, research method
and data analysis, results, managerial recommendations.
Research method; Surveys, focus groups, interviews, use of photography and pictures, diaries,
experiments, etc.
Research data analysis: Univariate data analyses & multivariate data analysis.
Topic B
Understanding consumer behavior;
- Psychological core
o Motivation, Ability and Opportunity (MAO)
o Internal information (learning and memory) informatie die je al hebt
o External Information (attention and perception) informatie die je nog niet hebt
o Understanding (comprehension and categorization)
o Attitudes (cognition and affect)
- Process of making decisions
o Problem recognitions and information search
o Alternatives evaluation and decision making
o Choice reflection and post-decision evaluations
- Social/external influences.
o Conformity
o Compliance
o Obedience and authority
,Hoorcollege 2
Topic C
Motivation
Lecture objectives;
- How motivation, ability and opportunity affect consumer behavior in
multiple process stages (illustrate).
- What are the antecedent (drives) of motivation and what are its
successors (consequences) (understand)?
- Why more knowledge on consumer motivation will help us become
better managers (convince).
MOA (Motivation, Ability and Opportunity): motivatie, capaciteit en gelegendheid.
Consumer opportunity; circumstances to act (gelegenheden om te handelen)
- Time
- Distraction
- Information
o Amount
o Complexity
o Repetition
Consumer ability: resources to act
- Product knowledge and experience
- Cognitive style
- Intelligence, education and age
- Money
Consumer motivation; willingness to act
- Personal relevance
- Consistency with the self, values, needs, goals, emotions
- Inconsistency with attitudes
- Perceived risk
Consumer motivation: effect on consumer behavior
Highly motivated consumers are willing to spend more time on information search. Motivated consumers
are more eager to learn about more alternatives. When motivation to process brand information is low,
attention is voluntarily allocated to stimuli other than the brand or ad. Motivation to enhance attention is
possible by appealing to intrinsic hedonic needs (appetite appeals), using novel stimuli (unusual
cinematography), or enhancing curiosity (metaphors). Consumers who give gifts from a sense of
obligations are more likely to select utilitarian gifts as compared to those why give gifts from a voluntary
motive; they buy more hedonic gifts. Consumers attribute higher levels of pro-environmental behavior
and motivation, but lower levels of ability, to themselves than to other societal actors. Etc.
Consumer motivation: challenge of understanding
Reasons underlying consumer motivation are not always “obvious”. So, research is necessary to discover
real motivations behind behaviors. People don’t always want to disclose reasons for their actions. People
don’t always know why they do what they do – unconscious motivation. Motivations change over time.
Motivations may have different drivers. For
example, the drivers for considering the purchase
of a new car:
, Motivation is the biological, rational, emotional and/or social force that initiates and directs behavior. It is
the inferred process within an individual that causes that organism to move towards a goal, or the
internal process leading to behavior to satisfy needs.
- Goals; positive
o Motivation: a driving force toward some object or condition.
o Approach goal: a positive goal toward which behavior is directed.
- Goals: negative
o Motivation: a driving force away from some object or condition.
o Approach goal: a negative goal from which
behavior is directed away.
Relationship between needs and goals; Need is the
discrepancy between actual and desired state, where a goal is
a desired state.
Waar komen die behoeften en doelen dan vandaan?
Sommige behoefte komen vanuit onszelf (innate), denk aan voeding, water, lucht om te ademen en de
behoefte om ons veilig te voelen. Sommige doelen zijn ons aangeleerd en komen van buitenaf (learned),
denk aan de behoefte voor macht en status –cultuur, subcultuur en individuele cultuur.
Needs; types kan je indelen in sociale en niet-sociale behoefte.
Social Types Non-Social
Modeling Safety
Support Functional Order
Physical well-being
Status
Affiliation (aansluiting) Symbolic Self-control
Belonging Independence
Achievement
Reinforcement (versterking) Sensory stimulation
Sex Hedonic Cognitive stimulation
Play Novelty (nieuwigheid)
Bijvoorbeeld een grasmaaier past in functioneel en non-social.
A goal system is a mental representation of associative networks composed of
interconnected goals and means. Dus je hebt een doel en je hebt meerdere
manieren (means) om dit doel te bereiken.
- Equifinality is a single goal which is associated with multiple means. Er zijn
dus verschillende middelen om 1 doel te bereiken.
o Instrumentality: perception of the ability of the means to achieve the goal (because of
product features, past experience, etc.). De verwachting dat een goede prestatie zal
leiden tot de gewenste uitkomsten.
- Multifinality is when multiple goals are associated with the same multiple means.
o Perceived value of a specific means; sum of the perceived value of all the goals it serves.
o Multifinality is only desirable if consumers have multiple goals. Multifinality can backfire
when consumers have only one goal Dilution effect: decreased perception of
instrumentality of the multifinal means with respect to each goal, de geloofwaardigheid
gaat dan achteruit.
Self-regulation means that we specify in advance how we want to respond in certain situations. People
experience an increase in motivational intensity when their manner of goal pursuit matches their self-
