Marketing et comportement consommateur Flashcards
What’s cognitive dissonance?
When you so much want product you only see qualities over defaults
Explain the transformation of goods in acts:
Need, lack, desire, motivations/ brakes
What about more recent study of psychology of the French consumers
-Preservation: People who think to belong to a group
-Exploration: Those are the new offbeats
-Ethic: Leaders, want perfection
-Materialists: Frustrated, lack of money –> rational people
Definition of service:
Something intangible, location of distribution = location of creation
What about the psychology of French consumers?
-The self centred (22%): They show off and only live for money
-Offbeats (17%): They want to be different people
-Activists (13%): They live in big cities and are focuses on what they like
-Materialists (27%): They purchase only the necessary, want rational
-Rigourists (20%): Reluctant to pleasure, don’t show their money
Identification and differentiation
A really quick summary people have of a brand
How can we define a social group?
It’s defined according to what people consume, the way they live
Explain the Maslow’s pyramid:
- Psychological needs
- Security needs
- Social needs
- Ego needs
- Self achievement
Explain the notion of image
-A product seen alone
-Relative: this product around others
-Symbolic: When the image is more important than the product such as it
Why are surveys useless?
Because it might lack some questions so it must be made by psychologists (not even the best way)
What’s mapping?
Comparing with competitors on 2 aspects
Definition of positioning:
This is the spine of the marketing strategy, the image people have of a brand
Why does a company position itself?
To avoid people do it themselves (bad)
