Marketing Consumer Behavior

Auto driving?

-Consumers bring their own pictures or a re shown pictures -Then, the interview is conducted using pictures as stimuli -The term "autodriving" indicates that the interview is "driven" by informants as they are seeing and hearing their behavior

What are some disadvantages of focus groups?

-Data reliability -Subjective interpretation -Cost may be an issue

Disadvantages of protective methods?

-Lack of structure -Require highly trained interviewers -Analysis of the data can be challenging and requires great skill -Risk of interpretation bias -Tend to be expensive

Advantages of a survey?

-Quick, cheap, efficient, good for describing the situation, identifying sample characteristics, measuring differences

What are some advantages of focus groups?

-See facial/body language cues -Wide ranging responses -Client participation

Advantages of projective methods?

-They elicit responses that participants would otherwise be unwilling or unable to give -Helpful when issues to be addressed are personal, sensitive, or subject to social norms -Helpful when underlying motivations, beliefs and attitudes operate at a subconscious level

Consumer behavior research methods?

1. Causal 2. Descriptive 3. Exploratoryi

Benefits of research?

1. Centers a business on its consumers 2. keeps the business focused 3. Allows to pursue the most lucrative growth opportunities 4. Keeps the business relevant future-orientated 5. Improve decision-making and reduces risk

Causal research methods?

1. Field experiment 2. Lab experiment

What are exploratory research methods? (Non-storytelling)

1. Focus groups 2. Story telling 3. Diaries 4. Photography and pictures 5. Projective methods 6. Observations and ethnography 7. Netnography

Questions that need to be answered for positive positioning?

1. How are competitive offerings positioned? 2. How should our offerings be positioned? 3. Should our offerings be repositioned?

Questions that need to be answered when developing and implementing customer orientated strategy?

1. How is the market segmented? 2. How profitable is each segment? 3. What are the characteristics of consumers I need to segment? (Age, education, lifestyle) 4. Are customers satisfied with existing offerings?

Sales of the product can be increased when the consumer

1. Larger amounts of the product 2. Uses a product more frequently 3. Uses it for a longer period of time

Who benefits from the study of consumer behavior?

1. Marketing managers 2. Ethicists and advocacy groups 3. Public policy makers and regulators 4. Academics 5. Consumers and society

Outcomes of consumer research?

1. Optimize brand strategy and positioning 2. Better identify/understand your target market 3. Elevate your message and communication 4. Innovate with impact 5. Access your category and competition

Consumer research: types of data?

1. Primary data 2. Secondary data

What are the descriptive forms of research methods?

1. Survey 2 Survey continuum questions

What affects consumer behavior?

1. The psychological core number 2. The process of making decisions 3. The consumers culture 4. consumer behavior outcomes

Why do consumer research?

1. To identify problems/issues/phenomenal of interest 2. Provide insight into optimal solution/decision making

What are the two experimental conditions?

1. Treatment condition 2. Control condition

Questions that need to be answered for making promotion and marketing communications decisions? (8)

1. What are our advertising objectives? 2. What should our advertising look like? 3. Where should advertising be placed? 4. When should we advertise? 5 Has our advertising been effective? 6. What about sales promotion objectives and tactics? 7. Have our sales promotions been effective? 8. How can sales people best serve customers?

Questions that need to be answered before to help assist developing products?

1. What ideas do consumers have for new product? 2. What attributes can be added to or changed in an existing offering? 3. How should the offering be branded? 4. What should the package and logo look like?

Questions that should be answered for making pricing decisions?

1. What price should be charged? 2. How sensitive are consumers to price and price changes? 3. When should certain price tactics be used?

Questions that should be answered before making distribution decisions?

1. When and where are target consumers likely to shop? 2. What do customers want to see in stores? 3. How should stores be designed?

Marketing implications of consumer behavior?

1.Develop and implement customer orientated strategy 2.Selecting the target Market 3. Developing Products 4. Positioning 5. Marketing Promotion & Marketing Communications Decisions

Disadvantages of a survey?

A bad survey is better than no survey at all

Reference group?

A group of people consumers compare themselves with for information regarding behavior, attitude, or values

Definition of offering?

A product, service, activity, experience, or idea offered by marketing organization to consumers

Examples of ways to acquire an offering?

Acquire an offering in a store, online, auction do they pay with cash, check, debit card, credit card, and electric system like PayPal or mobile wallet

Consumer behavior reflect: About the consumption? (Chart)

Acquisition, usage, disposition

Dependent variable?

Anything that allows a form of measurement to the independent variable example a mood questionnaire

Selecting the target market?

Consumer behavior helps marketers determine which consumer groups are appropriate targets for marketing tactics and how heavy users of a product differ from light users.

What is it called when a experiment is masked for the purpose of the study?

Cover story

The psychological cord? (Internal consumer process)

Covers motivation, ability, and opportunity; exposure, attention, perception, and comprehension; memory and knowledge; and attitudes about an offering

Positioning?

Deciding how an offering should be positioned in consumers minds

What is storytelling good for?

Eliciting experiences, beliefs, views that are difficult to articulate or uncover through direct questioning

Symbols?

External signs are consumers used to express your identity

True or false? Consumer behavior only reflects the action of a single individual?

False, consumer behavior does not necessarily reflect the action of the single individual for example it could be friends if you can entire family may plan a birthday party

True or false? Marketers must be insensitive to when consumers are likely to use a product?

False, they must be sensitive whether consumers find it effective, whether they control their consumption of it, and how they react after using it. They are interested in knowing how they spread the word about their product is it a negative or positive review about them?

True or false? Decisions about went to acquire or use an offering are not affected by knowing when others might or might not be using or buying it?

False, we might choose to go to the gym and we know that others will not be doing so

Weather disposing offering?

Find a new use for it, get rid of it temporarily, get rid of it permanently

Examples of acquiring? (Ppt)

Fine, trading, renting, bartering, gifting, finding, stealing, sharing, inheriting, producing

What is netnography good for?

Gaining deep insight into consumers' culture

What is observations and it's ethnography good for?

Gaining deep insight into consumers' lived experience associated with the behavior or phenomenon of interest

Disposition?

How consumers get rid of an offering they have previously acquired

Consumer motivation and it's effects?

I'm motivated consumer is energized, ready, and willing to engage in a go relevant activity

The consumers culture? (External process)

In large part, our consumption decisions and how we process information are affected by her culture.

Market test?

Market tests reveal whether an offering will sell in a given market •Or which marketing mix elements can increase sales

Problem recognition?

Occurs when we realize that we have an on fulfilled need. For example a need for a vacation

What are some emotions that can affect how consumers think the choices they make and how they feel after making a decision?

Positive and negative emotions as well as specific emotions like hope, fear, regret, guilt, embarrassment, and general moods

What is photography and pictures good for?

Reconstructing consumer experiences in detail and completely

Marketing?

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings with value for individuals, groups, and society

Making pricing decisions?

The price of a product or service can have a critical and for consumers acquisition, usage, and disposition decisions.

Acquisition?

The process by which a consumer comes to own an offering

Usage/consumption?

The process by which a consumer uses an offering

The process of making decisions?

The processes that are part of the psychological core are intimately tied to the process of making decisions. This domain involves four stages: problem recognition, information search, decision-making, and post purchase evaluation

Making post decision evaluations?

The steps allows the consumer to judge, after the fact, whether the decision made was the correct one and whether to purchase that offering again.

When to acquire/you/dispose of an offering?

The timing of consumer behavior can depend on many factors, including our perceptions of an attitude towards time it self

Define consumer behavior?

The totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision making units (overtime)

Independent variable?

The treatment or entity that researchers vary in a research project

Culture?

The typical or expected behaviors, norms, and ideas that characterize a group of people.

Making judgments and decisions? (Information seeking & decision making)

The willingness to invest a lot of time and exert mental and emotional energy. consumers are not always aware of what they're thinking and how they're making their choices yet the experience from different emotions may influence their ultimate choice.

True false? Transitions such as graduations, birth, retirement, and death affect when we acquire, use, and dispose of offering?

True

True or false? •Ethnographic research is an in-depth qualitative research using interviews, observations, photography, videos, and other techniques?

True

True or false? Consumer behavior includes use of services, activities, experiences, and ideas such as going to the dentist, attending a concert, taking a trip, and donating

True

True or false? Emotions like love sometimes describe how we feel about certain brands or possessions?

True

True or false? Netnography data is plentiful, readily available, and immediately accessible?

True

True or false? Some consumers experience problems because they engage in more acquisition, usage, or disposition than they should?

True

True or false? Storytelling is relatively unstructured and open-ended

True

True or false? The need for variety can affect when we acquire or use, or dispose of an offering?

True

True or false? The sequence of acquisition consumption and disposition can occur overtime in a dynamic order?

True

True or false? Transitions such as graduation, birth, retirement, and death affect when we acquire use and dispose of offerings?

True

True or false? Values personality and lifestyles influence of consumers culture?

True

True or false? Weather and why we use certain products can symbolize something about who we are, what we value, and what we believe?

True

True or false? When we consume can be affected by traditions influenced by our families our culture and the area in which we live in?

True

True or false? acquisition includes other ways of obtaining goods and services such as renting, leasing, trading, and sharing?

True

True or false? consumers afternoons product to regulate their feelings?

True

True or false? house hold and social class influences the consumers culture?

True

True or false? marketers also need to identify who is likely going to be involved in acquisition, usage, and disposition decisions?

True

Two or false? Diversity influences consumers culture?

True

Two or false? It is very important for marketers to understand how consumers react to price and use this information for pricing decisions?

True

True or false? Marketers want to ensure that they're offering is used correctly?

True ex like medicine is a must

True or false? Consumer behaviors can diffuse through market? (Spread to others)

True for example one may tell a friend to go to a certain restaurant

What are diaries good for?

Understanding how consumers really use the product

Consumer behavior reflects: The totality of decisions? (Chart)

Whether, what, why, how, when, where, how much/how often/how long

Making distribution decisions?

involves how products are distributed and sold to consumers in retail stores

Field experiment?

is conducted in the real world setting (a store, a restaurant, etc.) ex. a market test

Focus groups?

•6-12 informants in a group •1 1/2 -2 hour session •1-way mirror/client may sit behind •Relaxed, "living room" environment •Qualified moderator •Video and/or audio-taped •Focus group guide •"Quick and dirty"method

Survey?

•A questionnaire that asks consumers to respond to a predetermined set of questions •Response format is standardized through scales, such as Likert scale •Quantitative data •Conducted online, in person, mail, phone

Diaries?

•A technique in which consumers are asked to keep a diary about the consumption experience •Researchers may want to know how family, friends, and close social networks affect the consumer's decisions •The diary keeping can last from several days to several weeks •Diaries can be about about purchases in different product categories •Sometimes diaries can be kept about a newly introduced product

Storytelling?

•Consumers are asked to tell stories about real/imagined experiences with the product/service/experience •Or consumers generate hypothetical stories prompted by pictures, scenarios, etc.

Lab experiment?

•Examines the causal effect of a treatment or independent variable (IV) on a dependent variable (DV), e.g., does floral scent influence mood positively?

Netnography?

•Netnography is a type of ethnographic research that studies consumers' online, in real time •Researchers collect the data from websites, online forums, blogs, or online community sites •Researchers can also collect data by directly posing questions to consumers online or posting questions

Photography and pictures?

•Pictures are used to help consumers describe their experience

Service: continuum questions?

•Questions rating the degree of a characteristic (e.g., agreement or product usage) tend to be more effective than binary "Yes/No" questions

INTERVIEWS vs Surveys? (In depth)

•Requires special skills and training •Exploratory •Uses probing questions •Uses an interview guide •45-90 minutes in average length •Uses voice recorders to record answers •Small sample size (n < 20) •Extracts detailed informant and experiential information •Requires a qualitative, thematic analysis

Observations and ethnography?

•Researchers observe consumers engaging in an activity of interest or how consumers react to brands/product •Ethnography is often used to study a particular culture/cultural group centered on a consumption phenomenon -Brand community

SURVEYS versus interviews

•Standard training in using the interview protocol •Descriptive •Uses non-probing questions •Uses a questionnaire •5-30 minutes in average length •Uses pen & paper/computer to record answers •Large sample size (n > 150) •Extracts descriptive informant background info •Requires a quantitative, statistical analysis

Cover story?

•The actual purpose of the study is masked by another believable reason

Projective methods?

•Unstructured methods •Participants are asked to interpret their own and others' behavior