Samenvatting
Samenvatting Consumer Behaviour h1 t/m h6, ISBN: 9780198862567 Consument en Marketing (323623-B-6)
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Samenvatting Consument en Marketing H1 t/m H6Hoofdstuk 1:
Conspicuous consumption ( opvallende consumptie)= purchasing of luxury items to publicly
display wealth to enhance identity and/or prestige.
Sustainable Development Goals (SDG’s)= goals that are being set to end poverty, hunger, aids
and discrimination against women and girls.
Exchange value= to represent what the value of a good idea is to the consumer and therefore
what it would be exchanged for, usually price.
Use value= the value of a good to the consumer in terms of the usefulness it provides.
Bij voorbeeld je wilt een jas niet kopen omdat het te duur is , wat betekend dat de exchange
value hoger is dan de use value.
4 main strands of consumer culture research :
1. Consumer identity projects - how consumers seek to develop their identity through their
consumption behaviour.
2. Marketplace cultures - how consumers interact with the marketplace, how their particular
consumption needs are served by it, and how consumer become in uencers and producers of
culture.
3. Socio historic patterning of consumption - how the institutions and social structures in our
lives in uence consumption, drawing on more sociological understandings of consumers
lives.
4. Mass-mediated marketplace ideologies and consumers’ interpretive strategies - how
consumers make sense of marketing messages and develop respons to them.
Context of decision= the environment within which consumption choices take place.
Bijvoorbeeld je bent op dieet maar op een feestje eet je toch meer vanwege de situatie.
There are two modes of thinking : Automatic and re ective.
Automatic mode= you are operating routinely with little e ort and no feeling ook goed voluntarily
being in control.
Re ective mode= you give e ortful attention to a mental activity, and this is often associated
with considerate choice and concentration.
Choice architecture= the way a choice is presented in uences the choice made.
Mental accounting= when individuals allocate assets into separate, non-transferable grouping to
which they may assign di erent levels of utility (nut).
Loss aversion= we dislike losses more than we like gains of an equivalent amount.
Norms= informal rules that govern behaviour. ( kinds of behaviour that we see around us and
consider to be appropriate)
fl fl ff ff fl fl ff fl
,Hoofdstuk 2:
Involvement= the perceived relevance of a
purchase to the consumer.
Bijvoorbeeld de keuze welke carrière we
willen volgen is een hoge involvement
keuze voor ons.
Active learning= the acquisition of
knowledge before the purchase and
therefor extensive information search.
Passive learning= the acquisition of
knowledge without active learning.
Bijvoorbeeld een reclame zien op tv is een
vorm van passive learning, het merk wordt
passief opgeslagen in de gedachte van de
consument en kan later in bijvoorbeeld de
supermarkt weer naar boven komen na het
zien van het merk.
Bij het kopen van bv een auto kijk je naar
verschillende merken en modellen binnen je
prijsklasse en evoked/ consideration set.
Evoked set= refers to all brands they are aware of which might meet their needs.
Consideration set= refers to those they might actually consider buying.
Other forms of involvement except high or low involvement:
• Product involvement= the perceived personal relevance of the product based on needs,
values, or interest.
• Message-response involvement= re ects the consumer’s interest in marketing
communications.
• Enduring involvement= the ‘pre-existing relationship between an individual and the object of
concern’.
• Ego involvement= when consumers perceive products or brands as relevant to their personal
interests.
• Situational involvement= depends on some particular event or time in our lives.
Bijv kopen van es wijn voor thuis of voor een cado.
How to increase involvement?
- Link the brand to hedonic needs, bv Haagen Dazs ijs die ijs associeert met sex hebben.
- Use distinctive or novel ways of communicating your product, bv pak wasmiddel in vorm van
wasmachine en een doorzichtig gat om te zien hoeveel je nog hebt van een product.
- Use celebreties
- Tell a story
- Build a relationship
- Get the consumer to participate , gami cation.
fl flfi
, Stages in the decision-making process:
1. Problem recognition= a realisation that a problem
needs to be solved through purchase.
2. Information search= the process by which we identify
appropriate information to help aid our choice in a
decision-making situation.
• Functional needs: are the acquisition of knowledge from
one’s own experiences and those of others and through
stimuli such as advertising or articles to increase
knowledge and reduce risk.
• Hedonic needs: related to the elements of pleasurable
experiences that may occur during decision making.
• Sign needs: are the social and identity aspects of
information search.
• Innovation needs: relate to the search for something that is new or di erent to the consumer.
• Aesthetic needs: are where information is viewed as a stimulus to visual thinking, to imagining
the product and how it looks in your life.
3. Alternative evaluation
• The evoked set= includes all brands the consumer is aware of which might meet their needs
• The consideration set= includes brands from evoked set that the consumer might actually
consider buying
• The inept set= those brands that the consumer may have come across during their search or
from previous experience but would not consider for this decision.
• The inert set= includes those brands not under consideration at all.
3. Evaluation= the factors that we use to compare o erings to help make a choice.
Shopping behaviour :
- apathy shoppers= indi erent to shopping
- enthusiast= who enjoy all aspects of shopping
- Destination shoppers= who are focussed on nding the right place to buy the brand or
product they are after
- Basic shopper= those with a clear idea of what they want, who shop quickly and easily, having
no interest in the social or experience aspect of shopping
- Bargain-seekers= motivated to nd a good deal and no achieve choice optimisation.
- Market mavens= active, information-seeking consumers or smart shoppers, and they like to
communicate , providing information to others on a bread variety of goods, services and
marketplace characteristics.
Shopping motivation:
Personal motives for shopping:
-role playing= shopping related to certain roles in society.
-diversion= recreational activity, diversion from everyday life.
-self-grati cation= compensation for other problems in consumers’ lives.
-learning about new trends= keeping up to date with new trends.
-physical activity= doing it to get physical exercise.
-sensory stimulation= getting a sensory stimulation by signs, lights etc.
Social motives for shopping:
-social experiences= social event.
-communicating with other who have similar interests
-peer group attraction= attracted to certain shops because they associate them with a
aspirational group. (Bv celebrity die naar Prada gaat, je wilt zelf ook)
-status and authority= some stores give you the feeling of being special or important.
-pleasure of bargaining= the feel that they can get a bargain.
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