Samenvatting
Marketing for Pre-Master Summary
- Instelling
- Tilburg University (UVT)
Document contains lecture notes and chapters from the book
[Meer zien]Voorbeeld 4 van de 68 pagina's
Voorbeeld 4 van de 68 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
Marketing for Pre-Master328052-B-6
2021/2022
BLOCK 1
Chapter 1 - An Introduction to Consumer Behaviour
● What is Consumer Behaviour
○ “Consumer behaviour reflects the totality of consumer’s decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, experiences,
people, and ideas by (human) decision-making units (over time)”
○ Offering: a product, service, activity, experience or idea offered by a marketing
organization to consumers
○ Acquisition behaviour: other ways of obtaining goods and services, such as renting,
leasing, trading and sharing. It involves decisions about time and money. Acquisition
methods can be: buying, trading, renting or leasing, bartering, gifting, finding,
stealing (actual theft) and stealing (copying or sharing something)
○ Consumption (usage): the core of consumer behaviour. Whether and why we use
certain products symbolized who we are, what we value and what we believe
○ Disposition: how consumers get rid of an offering they have previously acquired.
Important for marketers to know how to address disposition concerns for profit.
○ Consumer behaviour also involves understanding whether, why, when, where, how,
how much, how often and for how long consumers will buy, use or dispose of an
offering
○ Decisions can be between categories (ex. music vs technology) or brands
● What factors affect it
○ The psychological core (motivation, ability and opportunity; exposure, attention,
perception and comprehension; memory and knowledge, and attitudes about an
offering)
○ The process of making decisions (1.
○ recognition, 2. information search; 3. judgement and decision-making; 4.
post-decision processes)
○ The consumer’s culture (social influences on consumer behaviour; consumer
diversity household and social class influences; psychographics: values, personality
and lifestyles)
■ Culture: the typical or expected behaviours, norms and ideas that
characterize a group of people
■ Reference groups: people whose values are shared and whose opinions one
respects
○ Consumer behaviour outcomes (innovations: adoption, resistance and diffusion;
symbolic consumer behaviour; marketing, ethics and social responsibility in Today’s
Consumer Society)
● Who benefits from studying it
○ Marketing managers
■ “Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for
1
, customers, clients, partners and society at large”. Marketing is designed to
provide value to customers.
○ Ethicists and advocates
○ Public policy makers and regulators: consumer research airs in the development of
laws and public policy decisions regarding product safety, amd promotes our general
understanding of how consumers behave and why
○ Consumers
● How marketers apply consumer behaviour concepts
○ Studying consumer behaviour helps marketers understand how to segment markets
and how to decide which to target, how to position an offering and which
marketing-mix tactics will be most effective
Lecture 1
Misconceptions about consumer behaviour:
● Consumers are Sales Figures
● We should trust our intuition
How Companies often think of consumers
How should we think of consumers?
● The Organism is often ignored
2
,What is consumer behaviour?
● Individuals react on the basis of perception, not on the basis of objective reality
● Objective product features are not the same as consumer benefits
○ We need to understand consumers to better satisfy their needs
○ Our intuitions about what consumers perceive, think and will do are often wrong
The Decision Making Unit
● Initiator: recognize value in solving a particular issue and stimulate search for product
● Influencer: while not making the final decision, have input to it
● Decider: make the choice
● Purchaser: consummate the transaction
● User: Consume the product
Which fields does consumer behaviour draw on?
● Cognitive psychology
● Social psychology
● Cultural anthropology
● Economics
● Sociology
Consumer Decision Process Model
1. Need Recognition
a. Recognizing the difference between desired and actual state. Usually there is an
indifference zone and if there is a change in the desired state you go beyond the
3
, indifference zone (life stage changes, new tastes and new technologies). A change in
the actual state could be stock depletion, problem removal or problem avoidance
2. Search for information
a. Internal: retrieval from memory
b. External:
i. Marketer sources: advertising, company websites, stores, salespeople,
brochures
ii. Non-Marketer Sources: other consumers (incl. family and friends), consumer
organizations, government, media
3. Pre-purchase Evaluation of Alternatives
4. Purchase
5. Consumption
6. Post-Consumption Evaluation
7. Disposal
Key takeaways
● Perceptions are different from objective reality
● Objective product features are different from consumer benefits
● Consumer decision process can be broken down in a 7 stage process
● Motivation, opportunity and ability are key determinants of high-effort information
processing and decision making
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper joysabri. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 53022 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen