Session 9 Flashcards
(34 cards)
Why do people buy some products and not others?
Consumers have different motivations for their behaviors.
Why do marketers care about these motivations
and behaviors?
Understanding what consumers do, and why they do it, is a
vital first step towards being able to predict and (ultimately)
influence these behaviors.
This helps us to more effectively orient our marketing actions
around the wants and needs of our consumers.
How do marketers learn about consumer behavior? (2)
- Questioning
- Observation
What is included in questioning? (in context about learning about consumer behavior) (4)
Qualitative methods
1. Focus groups
2. In-depth interviews
3. Quantitative Methods
4. Surveys
What is included in observation? (in context about learning about consumer behavior) (2)
- Direct observation
- Field experiments
What is rationale behind focus groups?
in-depth probing, unstructured discussion, ability to
observe dynamics
What is typical format of focus groups?
8-10 carefully chosen individuals, 1-2
moderators, about 1-hr long, incentives for participants
For what are focus groups commonly used?
Products, product concepts, ad copy, script for
further studies, questionnaire design
In what does direct observation consist? (in context about learning about consumer behavior)
Watch how your customers interact with your products or your
services
What are the 2 direct observation approaches?
- Hidden observer
- Lab-based observed product usage
What is a hidden observer? What does he look for (3)?
researcher disguised as a shopper
1. How long are lines?
2. What are people looking at?
3. How easy is it for them to find products?
What are the types of ‘lab-based observed product usage’? (3)
- In-person experiences
- Online user testing
- Biometrics
What are the steps of consumer decision process (in order)? (4)
Awareness, interest, desire, action
What are the steps of consumer decision process (other ones, in order)? (5)
- Need recognition
- Information search
- Evaluation
- Purchase decision
- Post-Purchase Behaviour
Where does classic ‘purchasing funnel’ lack? (4)
- emphasis on sales/closure, not customer experience and CLV
- no post-purchase behavior phase
- no place for satisfaction, repeat purchase, word-of-mouth - fails to capture all touch points
- digital/social channels
- well-informed, powerful customers with many choices - no feedback loop / iteration
- views marketing as a monologue rather than a dialogue
(purchasing is not a finish line…)
What is need recognition?
Assessing present state and desired state, realizing there is a particular need to get there (**interpretation, not written)
What are 2 types of information search and evaluation?
- Internal
- External
What does internal part of information search and evaluation involve?
Scan memory for past experiences
What type of sources does external part of information search and evaluation include? (3)
- Personal sources (relative, friends, etc.)
- Public sources (public rating platforms, government agencies, etc.)
- Marketing dominated sources (advertising, salespeople, store displays, company websites, etc.)
What is satisfaction the main driver of?
- Repeat business
- Positive word-of-mouth
Consumer involvement: see slide 25
.
What is motivation?
the psychological process that initiates, guides,
and maintains goal-oriented behaviors.
How can marketers take advantage of motivation?
By promoting motivation to purchase (e.g.., by highlighting unmet needs that their product can fulfill).
What are 5 categories of needs? (from less important to most)
- Self-actualization need (e.g., Self-fulfillment)
- Personal needs (e.g., Status, respect, prestige)
- Social needs (e.g., friendship, belonging, love)
- Safety needs (e.g., freedom of harm, financial security)
- Physiological needs (e.g., food, water, shelter, oxygen)
