Summary Consumer behaviour class notes

Les 1, deel 1


Chapter 1: Study of Consumer Behavior



 Most concepts in this course will have some lessons for
marketing managers.
 Often implicit in the explanations of the concepts and models
in the chapter


What is consumer behavior?


 Not only actual act of using/eating a product
 Everything that happens before (information gathering/making
choices…)
 Everything that happens after (how do I get rid of product?
How do I take care of the product?)
 Cognition of a consumer, not only openly behaviour, thinks
that come in mind as well
 All these people are consuming
o Woman buying pasta
o Man throwing trash in bin
o Woman meditating in white clothes

 Defined
o Consumer activities associated with the purchase, use,
and disposal of goods and services.
o Consumers’ emotional, mental, and behavioural
responses to marketing activities.

, Individual vs organizational
o Individual consumers purchase goods and services to:
 Satisfy their own personal needs and wants.
 Satisfy the needs and wants of other individuals.
 = focus of the course
o Organizational consumers purchase goods and
services to:
 Produce other goods or services.
 Resell goods and services.
 Help manage their organizations.

 Consumer activities
Altijd afvragen welke activiteit je aan het bestuderen bent:
aankoop? Betaling? Iets voorafgaand aan aankoop?

1. Purchase activities
 Gathering and evaluating information
 Purchase/transaction method
 Additional services (e.g. warranties = garanties)

2. Use activities: Hoe gebruiken consumenten het product?
Kan hierdoor aanpassingen nodig hebben
 Where? On premise vs. off premise
 When? Immediate vs. delayed consumption
 How? Complete vs. partial consumption
3. Disposal activities: recent meer aandacht naar disposable
activiteit. Wat doen mensen met producten (na gebruik?)? hoe
kunnen we gebruiksduur langer maken?
 Recycling (biodegradable waste)
 Reuse (charity)
 Resale (vinted/ebay)

 Consumer responses

1. Affective responses; types verschillen van elkaar in tijd,
intensiteit en object directiveness
 Emotions (lust, anger)
 Feelings (joy, sadness)
 Moods (serenity, pensiveness)

,2. Cognitive responses
 Beliefs: non-evaluative
Associatie tussen een karakteristiek en een product bv
spa drankje is geel. Geen evaluatie
 Opinions: advanced propositions
Ik vind de smaak van een geel drankje lekker
 Attitudes: evaluative
Positieve attitude naar eastpack rugzakken want
sustainable
Target object being evaluated
 Intentions: inclinations
Selectiever, altijd behavioral inclination


Porsches are fast cars B
‘Safety’ is the most important O
property of a car
Popcorn has a strange texture B
I am going to stuff myself with I
Oreo’s tonight
Volvo’s are good cars A
3. Behavioral responses
 Inquiring = onderzoekend
 Trying
 Buying
 Recommending

, Why study consumer behavior?

1. To improve business performance


 Doel = aan noden van consumenten
tegemoet komen
 Daarvoor: insides nodig over hoe
consumenten beslissen
 Marketing managers betere beslissingen
Helpen maken




 Price
 Making pricing decisions
o What price should be charged?
o How sensitive are consumers to price and price changes?
o When should certain price tactics be used?

 A specific price = Price precision effect
= On a stand-alone basis, precise prices are perceived to
be smaller than round prices, since precise prices are
more common for smaller magnitudes
o Bv 15 000 vs 15 789 => More inclined to pay the price on
the right
o There’s a difference in exposure between round numbers
and precise numbers. Round numbers are more common
in small numbers
o Not in a comparative way!!

 Why do we often see products being labeled with 9-ending
prices?