Samenvatting C&M 2020-2021 – Marlie Snoeijen
Samenvatting Consument & Marketing hoorcolleges + kennisclips
A. Introductie
Marketing: the social/managerial process by which
individuals/groups obtain what they need/want through
creating/exchanging products and value with others.
Consumer’s impact on marketing strategy:
• Market segmentation
- Demographics (age, gender, family structure, social class, ethnicity, lifestyle)
• Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategy’s impact on consumers:
• Marketing and culture
• The meaning of consumption
• Conspicuous consumption ..using the marketing mix
• (In)tangible objects
• Types of consumption activities
• The Global Consumer
Consumer behavior: the totality of consumer’s decisions with respect to the
acquisition/consumption/disposition of goods/services/time/ideas by human decision
making.
Er is een verschil tussen knowledge en understanding.
→ Consumer research: understanding consumer behavior
Consumer behavior research
Format Positioning of research problem - Research
question - Literature review - Research
method and data analysis - Results -
Managerial recommendations
Method Surveys – focus groups – interviews –
experiments – database marketing
Data analysis Univariate vs multivariate analysis
B. Cursus uitleg
Het Consumer Behavior process model bestaat uit 3 onderdelen:
• Psychological core (rood)
• Process of making decisions (geel)
• Social influences (blauw)
1
, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Psychological core
• Motivation, ability, opportunity (kunnen en
willen)
• Internal information: learning and memory
(info die je al hebt)
• External information: attention and perception
(info die je nog niet hebt)
• Understanding: comprehension and
categorization
• Attitudes: cognition and affect
Process of decision making
• Problem recognition and information search
• Alternatives evaluation and decision making
• Choice reflection and post-decision evaluations
Social influences
• Conformity
• Compliance
• Obedience and authority
C. Consumer motivation
Motivation – ability – opportunity
Motivation Willingness to act. (‘willen’)
• Personal relevance
• Consistency with the self
• Inconsistency with attitudes
• Perceived risk
Ability Resources to act. (‘kunnen’ → intern)
• Product knowledge and experience
• Cognitive style
• Intelligence-education-age
• Money
Opportunity Circumstances to act. (‘kunnen’ → extern)
• Time
• Distraction
• Information (amount, complexity, repetition)
.. the reasons underlying consumer motivation are not always obvious → research necessary
to discover real motivations.
• Mensen weten niet altijd waarom ze iets doen (unconscious motivation) of willen
het niet zeggen.
• Motivaties veranderen over tijd.
2
, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Motivaties hebben verschillende drijfveren:
• Rationeel
• Emotioneel (status, groepsdruk, promotie)
• Biologisch
• Sociaal
Motivation: the biological/rational/emotional and/or social force that initiates and directs
behavior.
→ move towards a goal, to satisfy needs
Needs: a discrepancy between actual-desired state
• Als er een discrepantie is, wordt er tension
gecreëerd. Dit zorgt voor motivatie om de goal te
bereiken, zodat de tension wordt verminderd.
• Innate (food/water/air/safety) vs
Learned (power/status/moral person)
Typen needs:
Functional Social:
• Modeling, support
Non-social:
• Safety, order, physical well-being
Symbolic Social:
• Status, affiliation, belonging,
achievement
Non-social:
• Self-control, independence
Hedonic Social:
• Reinforcement, sex, play
Non-social:
• Sensory/cognitive stimulation,
novelty
!Producten/diensten kunnen in meerdere categorieën vallen
Goals: a desired state
Positief Negatief
Approach goal: a positive goal toward Avoidance goal: a negative goal from which
which behavior is directed behavior is directed away
→ ‘Join the gym to get strong’ → ‘Join the gym to avoid getting fat’
Goal system: mental representation of associative networks composed of interconnected
goals and means
→ stored in memory
→ verschillende means (middelen) om een (sub)goal te bereiken
3
Samenvatting Consument & Marketing hoorcolleges + kennisclips
A. Introductie
Marketing: the social/managerial process by which
individuals/groups obtain what they need/want through
creating/exchanging products and value with others.
Consumer’s impact on marketing strategy:
• Market segmentation
- Demographics (age, gender, family structure, social class, ethnicity, lifestyle)
• Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategy’s impact on consumers:
• Marketing and culture
• The meaning of consumption
• Conspicuous consumption ..using the marketing mix
• (In)tangible objects
• Types of consumption activities
• The Global Consumer
Consumer behavior: the totality of consumer’s decisions with respect to the
acquisition/consumption/disposition of goods/services/time/ideas by human decision
making.
Er is een verschil tussen knowledge en understanding.
→ Consumer research: understanding consumer behavior
Consumer behavior research
Format Positioning of research problem - Research
question - Literature review - Research
method and data analysis - Results -
Managerial recommendations
Method Surveys – focus groups – interviews –
experiments – database marketing
Data analysis Univariate vs multivariate analysis
B. Cursus uitleg
Het Consumer Behavior process model bestaat uit 3 onderdelen:
• Psychological core (rood)
• Process of making decisions (geel)
• Social influences (blauw)
1
, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Psychological core
• Motivation, ability, opportunity (kunnen en
willen)
• Internal information: learning and memory
(info die je al hebt)
• External information: attention and perception
(info die je nog niet hebt)
• Understanding: comprehension and
categorization
• Attitudes: cognition and affect
Process of decision making
• Problem recognition and information search
• Alternatives evaluation and decision making
• Choice reflection and post-decision evaluations
Social influences
• Conformity
• Compliance
• Obedience and authority
C. Consumer motivation
Motivation – ability – opportunity
Motivation Willingness to act. (‘willen’)
• Personal relevance
• Consistency with the self
• Inconsistency with attitudes
• Perceived risk
Ability Resources to act. (‘kunnen’ → intern)
• Product knowledge and experience
• Cognitive style
• Intelligence-education-age
• Money
Opportunity Circumstances to act. (‘kunnen’ → extern)
• Time
• Distraction
• Information (amount, complexity, repetition)
.. the reasons underlying consumer motivation are not always obvious → research necessary
to discover real motivations.
• Mensen weten niet altijd waarom ze iets doen (unconscious motivation) of willen
het niet zeggen.
• Motivaties veranderen over tijd.
2
, Samenvatting C&M 2020-2021 – Marlie Snoeijen
Motivaties hebben verschillende drijfveren:
• Rationeel
• Emotioneel (status, groepsdruk, promotie)
• Biologisch
• Sociaal
Motivation: the biological/rational/emotional and/or social force that initiates and directs
behavior.
→ move towards a goal, to satisfy needs
Needs: a discrepancy between actual-desired state
• Als er een discrepantie is, wordt er tension
gecreëerd. Dit zorgt voor motivatie om de goal te
bereiken, zodat de tension wordt verminderd.
• Innate (food/water/air/safety) vs
Learned (power/status/moral person)
Typen needs:
Functional Social:
• Modeling, support
Non-social:
• Safety, order, physical well-being
Symbolic Social:
• Status, affiliation, belonging,
achievement
Non-social:
• Self-control, independence
Hedonic Social:
• Reinforcement, sex, play
Non-social:
• Sensory/cognitive stimulation,
novelty
!Producten/diensten kunnen in meerdere categorieën vallen
Goals: a desired state
Positief Negatief
Approach goal: a positive goal toward Avoidance goal: a negative goal from which
which behavior is directed behavior is directed away
→ ‘Join the gym to get strong’ → ‘Join the gym to avoid getting fat’
Goal system: mental representation of associative networks composed of interconnected
goals and means
→ stored in memory
→ verschillende means (middelen) om een (sub)goal te bereiken
3
