BUYING BEHAVIOR
INHOUD
General information ............................................................................................................................................ 2
Lectures ............................................................................................................................................................... 2
Lecture 1: an introduction to buying behavior ............................................................................................... 2
Lecture 2: the how of consumption – How do we consume information ? .................................................. 13
Lecture 3: what we attend to ........................................................................................................................ 30
Lecture 4: self-concept in buying behavior ................................................................................................... 59
Lecture 5: increasing sustainable buying behavior – recap .......................................................................... 77
Guest lectures ................................................................................................................................................... 86
Guest lecture 1: alpro – danone.................................................................................................................... 86
Guest lecture 2: influencer marketing .......................................................................................................... 87
Seminars (individual assignments) .................................................................................................................... 91
Seminar 1 : retail ........................................................................................................................................... 91
Seminar 2: nudging ..................................................................................................................................... 102
Workshops (group assignments)..................................................................................................................... 115
Qualitative research .................................................................................................................................... 115
Quantitative research ................................................................................................................................. 132
Learning path: innovation & pandemics ......................................................................................................... 147
Part 1 ........................................................................................................................................................... 147
Part 2 ........................................................................................................................................................... 154
Part 3 ........................................................................................................................................................... 156
Part 4 ........................................................................................................................................................... 161
Part 5 ........................................................................................................................................................... 162
Part 6 ........................................................................................................................................................... 167
Concept -theories ........................................................................................................................................ 170
Examples exam questions ............................................................................................................................... 172
1
,GENERAL INFORMATION
LECTURES
LECTURE 1: AN INTRODUCTION TO BUYING BEHAVIOR
BEFORE
Report on global consumer trends
➔ Top 10 gobal consumer trends 2021
1) Build back better
o A second chance to create a better future
o Protecting the health and interest of society and the planet is the new expectation
o Companies should help reshape the world in a more sustainable way
2) Craving convenience
o From always-available to pre-planned experiences
o Consumers must schedule most of their activities they once could do spontaneously, such as
store visits, social events and dining out. → the digital channel to obtain the same level of
flexibility.
o recapture an experience that feels normal and prioritise safety
o “Out-of-stock products, limited store hours and long queues were the leading barriers to
click-and-collect service usage.”
3) Oudtoor oasis
o an Outdoor Oasis for leisure and recreation; moved events outside, allowing consumers to
reconnect out of the home more safely
o brining the indoors, outside and making the urban, rural (=landelijk)
o working form home
o Consumers want to go back to basics, if the technology is available to stay in touch online and
participate in virtual experiences
2
,4) Phygital reality
o Physical and digital worlds collide
o Delivering virtually enabled at-home experiences remains imperative to drive e-commerce
sales and gather data
5) Playing with time
o Newfound flexibility switches up schedules
o Businesses should provide solutions that address the consumer desire to maximise time,
offering increased flexibility, especially with products and services that can be accessed from
or near the home
o Managing moments more autonomously
o A 24-hour service culture
6) Restless and rebellious
o People vs. Politicians
o Companies can cater to the Restless and Rebellious via more precise marketing on social
media and gaming, where they can give consumers a voice and pressure social giants to take
on misinformation.
o In recent years, anger towards the governing class has risen amidst a climate of growing
resentment and extremism.
o “revenge shopping” — shopping extravagantly after being restricted and homebound for
several months.
o social media continues to be a battleground for information and misinformation
7) Safety obsessed
o The fear of infection and increased health awareness drive demand for hygiene products and
pushes consumers towards contactless solutions to avoid exposure
o Less contact, more hygiene
o Touchless, cashless and clean
8) Shaken and stirred
o Mental wellbeing
o consumers are resorting to nostalgic comforts like childhood snacks that provide immediate
stress relief
9) Troughtful thrifters
o Thinking with a recessionary mindset
o Thoughtful Thrifters are prioritising value-added and health-conscious products and services.
o Economic uncertainty drives frugality
o Value-conscious consumers are boosting the sharing economy
o Pay later option
10) Workplaces in new spaces
o Recreating the office environment remotely
o Consumers are searching for new ways to define the beginning and end of their workdays, as
they struggle to manage their time.
o Redefining work-life balance
o New routines pave way for innovation
➔ 2021 : The coronavirus → we want to make the world better
Resilience & adaptability = the driving forced
➔ How do companies respond to the demanding, anxious and creative consumers of 2021?
o offer value-added products and services to accommodate consumers, providing
multifunctional and affordable solutions
3
, o reimagine their physical spaces to both accommodate online order fulfilment and incorporate
open-air components to bring customers back safely
o Cashless payments and click-and-collect services
o Technologies and virtual experiences
o Communicating with compassion and supporting mental wellbeing are critical attributes to
drive brand loyalty
DURING
WHAT IS CONSUMER BUYING BEHAVIOR?
BUYING BEHAVIOR DEFINED
➔ Purchasing, decision, processes, satisfy needs
THE WHAT OF CONSUMPTION
➔ Select, purchase, use or dispose → more than just buying
THE HOW OF CONSUMPTION
- Consumer buying behavior = a process
Acquiring Consuming Disposing
➔ Before buying ➔ Afterwards
4
INHOUD
General information ............................................................................................................................................ 2
Lectures ............................................................................................................................................................... 2
Lecture 1: an introduction to buying behavior ............................................................................................... 2
Lecture 2: the how of consumption – How do we consume information ? .................................................. 13
Lecture 3: what we attend to ........................................................................................................................ 30
Lecture 4: self-concept in buying behavior ................................................................................................... 59
Lecture 5: increasing sustainable buying behavior – recap .......................................................................... 77
Guest lectures ................................................................................................................................................... 86
Guest lecture 1: alpro – danone.................................................................................................................... 86
Guest lecture 2: influencer marketing .......................................................................................................... 87
Seminars (individual assignments) .................................................................................................................... 91
Seminar 1 : retail ........................................................................................................................................... 91
Seminar 2: nudging ..................................................................................................................................... 102
Workshops (group assignments)..................................................................................................................... 115
Qualitative research .................................................................................................................................... 115
Quantitative research ................................................................................................................................. 132
Learning path: innovation & pandemics ......................................................................................................... 147
Part 1 ........................................................................................................................................................... 147
Part 2 ........................................................................................................................................................... 154
Part 3 ........................................................................................................................................................... 156
Part 4 ........................................................................................................................................................... 161
Part 5 ........................................................................................................................................................... 162
Part 6 ........................................................................................................................................................... 167
Concept -theories ........................................................................................................................................ 170
Examples exam questions ............................................................................................................................... 172
1
,GENERAL INFORMATION
LECTURES
LECTURE 1: AN INTRODUCTION TO BUYING BEHAVIOR
BEFORE
Report on global consumer trends
➔ Top 10 gobal consumer trends 2021
1) Build back better
o A second chance to create a better future
o Protecting the health and interest of society and the planet is the new expectation
o Companies should help reshape the world in a more sustainable way
2) Craving convenience
o From always-available to pre-planned experiences
o Consumers must schedule most of their activities they once could do spontaneously, such as
store visits, social events and dining out. → the digital channel to obtain the same level of
flexibility.
o recapture an experience that feels normal and prioritise safety
o “Out-of-stock products, limited store hours and long queues were the leading barriers to
click-and-collect service usage.”
3) Oudtoor oasis
o an Outdoor Oasis for leisure and recreation; moved events outside, allowing consumers to
reconnect out of the home more safely
o brining the indoors, outside and making the urban, rural (=landelijk)
o working form home
o Consumers want to go back to basics, if the technology is available to stay in touch online and
participate in virtual experiences
2
,4) Phygital reality
o Physical and digital worlds collide
o Delivering virtually enabled at-home experiences remains imperative to drive e-commerce
sales and gather data
5) Playing with time
o Newfound flexibility switches up schedules
o Businesses should provide solutions that address the consumer desire to maximise time,
offering increased flexibility, especially with products and services that can be accessed from
or near the home
o Managing moments more autonomously
o A 24-hour service culture
6) Restless and rebellious
o People vs. Politicians
o Companies can cater to the Restless and Rebellious via more precise marketing on social
media and gaming, where they can give consumers a voice and pressure social giants to take
on misinformation.
o In recent years, anger towards the governing class has risen amidst a climate of growing
resentment and extremism.
o “revenge shopping” — shopping extravagantly after being restricted and homebound for
several months.
o social media continues to be a battleground for information and misinformation
7) Safety obsessed
o The fear of infection and increased health awareness drive demand for hygiene products and
pushes consumers towards contactless solutions to avoid exposure
o Less contact, more hygiene
o Touchless, cashless and clean
8) Shaken and stirred
o Mental wellbeing
o consumers are resorting to nostalgic comforts like childhood snacks that provide immediate
stress relief
9) Troughtful thrifters
o Thinking with a recessionary mindset
o Thoughtful Thrifters are prioritising value-added and health-conscious products and services.
o Economic uncertainty drives frugality
o Value-conscious consumers are boosting the sharing economy
o Pay later option
10) Workplaces in new spaces
o Recreating the office environment remotely
o Consumers are searching for new ways to define the beginning and end of their workdays, as
they struggle to manage their time.
o Redefining work-life balance
o New routines pave way for innovation
➔ 2021 : The coronavirus → we want to make the world better
Resilience & adaptability = the driving forced
➔ How do companies respond to the demanding, anxious and creative consumers of 2021?
o offer value-added products and services to accommodate consumers, providing
multifunctional and affordable solutions
3
, o reimagine their physical spaces to both accommodate online order fulfilment and incorporate
open-air components to bring customers back safely
o Cashless payments and click-and-collect services
o Technologies and virtual experiences
o Communicating with compassion and supporting mental wellbeing are critical attributes to
drive brand loyalty
DURING
WHAT IS CONSUMER BUYING BEHAVIOR?
BUYING BEHAVIOR DEFINED
➔ Purchasing, decision, processes, satisfy needs
THE WHAT OF CONSUMPTION
➔ Select, purchase, use or dispose → more than just buying
THE HOW OF CONSUMPTION
- Consumer buying behavior = a process
Acquiring Consuming Disposing
➔ Before buying ➔ Afterwards
4
