Consumer behavior Seminar 3 Chapter 8-10 Behavior and Marketing Strategy

1. Marketing Strategy 2008 Consumer behavior Seminar 3 Chapter 8-10 Behavior and Marketing Strategy

2. Chapter 8 Introduction to behavior

3. Behavior Learning processes Sequential models of consumer behavior

4. BackgroundBehaviorism (B F Skinner, 1904-1990) Skinner boxes

5. Principles of Behaviorism (B F Skinner) • Periferialism (S-R and S-O-R models) • Physiological measurements (Psychogalvanic reflex etc.) • Functionalism and statistical analyses • Experimental methods • Processes of consciousness irrelevant • Forecasting and controlling human behavior is possible and desirable

6. Problems in studying behavior • People are not animals, rats • It is difficult to aggregate individual behavior into group or market segment behavior • It is time consuming and costly to study processes in real time • Links between emotions, cognition and behavior are not always clear

7. Chapter 9 Classical and Operant Conditioning

8. Classic conditioning (The Pavlov dogs) • Stimulus – Response • The dog is stimulated by smelling food while at the same time a bell is sounded (neutral stimulus). We can measure the amount of saliva in the mouth of the dog as a response. • The experiment is repeated and after some time only the bell (conditioned stimulus) will give the same response. • Thus it is possible to learn dogs to behave in a consistent way by linking different stimules to each other. We have build a conditioned response to a stimulus.

9. Classic conditioning in marketing • A common brand is advertised in connection with an exciting sports event that the consumer values positively. • After repetition the consumer will connect the brand with positive feeling and thoughts.

10. Operational learning • After a certain behavior positive rewards are given, negative things are removed or the respondent is punished. • After this process is repeated behavior can be forecasted and predicted.

11. Operational learning in marketing • Rebates of coupons as rewards • Bonus systems • Combined offerings • The salesman that stops nagging you when you have decided to buy the product or the service

12. Differences between classical conditioning and operational learning • Classical conditioning • Sub-concious processes • The stimulus occurs before the behavior • Operational learning • Processes that the individual has a certain contol over • Consequences occors after behavior

13. Chapter 10 Vicarious Learning

14. Vicarious learning/Modelling • The model performs certain behaviors and experiences certain consequences • The consumer watches the model and the consequences • The probability that the consumer will perform the behavior increases

15. Chapter 11 Analysing Consumer behavior

16. Analysis of consumer behaviorSequential models of consumer behavior

17. behavior process in a purchase • Processes before the purchase • Information contact • Funds access • Purchase • Store contact • Product contact • Transaction • After-purchase behavior • Consumption and disposal • Communication

18. Measuremet methods • Interviews in surveys studies • Secundary data from Internet, card payments • Video in stores (field studies) and in labs labmiljö • Inventory measurement (Nielsen index) • Order statistics • Consumer panels (GfKs Swedish consumer panel) • Experimental methods • etc

19. How do you measure behavior in market shares ?

20. Market share measurements (consumer markets) • Nielsen index – in stores • Consumer Panels – in homes • Deals within industries – in administrative/accounting systems • Ad hoc surveys with customers

21. Nielsens butiksmätningar • Startades av 1923 av Arthur Charles Nielsen. Störst och finns i fler än 100 länder • Mäta kundernas marknadsresultat • Analysera marknadsdynamiken • Diagnostisera och lösa marknads- och försäljningsproblem • Identifiera och använda tillväxtmöjligheter • Försäljning till konsumenter av snabbrörliga konsumtionsvaror. Informationen samlas in vid försäljningstillfället i butiker av alla typer och storlekar. Med de här butiksmätningarna får kunderna viktiga fakta om sina produkters resultat jämfört med konkurrenternas, och information om trender och förändringar i marknadsförhållanden och försäljningsresultat. De ger också viktig information om kampanjers effekt på butiksnivå, till exempel effekten av särskilda skyltar eller prissättning och distribution.

22. GfK:s Konsumentpaneler • Tillverkare och handeln behöver försäkra sig om att deras produkter och service kontinuerligt anpassas till konsumenternas ändrade beteende och behov. Detta är varför information om konsumenternas preferenser, attityder och beteendemönster är så viktigt, eftersom detta mycket tydligt påverkar inköpsbeslutet. Våra konsumentpaneler specialiserar sig på att följa konsumenternas beteende och förser ledande tillverkare och handel med information om detta. Vi har funnits i Sverige med konsumentpanelmetodiken i drygt 30 år. • För marknaden med snabbrörliga konsumtionsvaror arbetar vi med 3 000 hushåll som löpande registrerar sina inköp, representativa för svensk privathushålls konsumtion. • Information samlas in via förtryckta dagböcker eller "scanners" (Scan*It) i hemmet kopplat till en Internetdagbok