1 / 54

Understanding Consumer Behavior

Understanding Consumer Behavior. What more do you need??. So, what do we know about consumers?. Consumer behavior:. Why Study Consumer Behavior. 1 1/2 lbs hamburger 2 loaves Wonder Bread 1 bunch of carrots 1 Rumfords Baking Powder Nescafe Instant coffee 2 cans Del Monte peaches

zerlina
Download Presentation

Understanding Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Understanding Consumer Behavior What more do you need??

  2. So, what do we know about consumers? • Consumer behavior:

  3. Why Study Consumer Behavior

  4. 1 1/2 lbs hamburger 2 loaves Wonder Bread 1 bunch of carrots 1 Rumfords Baking Powder Nescafe Instant coffee 2 cans Del Monte peaches 5 lbs potatoes Haire’s Shopping List 1 1/2 lbs hamburger 2 loaves Wonder Bread 1 bunch of carrots 1 Rumfords Baking Powder Maxwell House coffee (drip ground) 2 cans Del Monte peaches 5 lbs potatoes

  5. Do consumers stay the same? Y N • (More or less) diversity • Non-traditional methods of buying and selling (increasing/decreasing) • Move from conspicuous consumption to rational consumption. • US consumers age shifting • Therefore, strategies must __________

  6. Cultural/Social Environment Consumer Decision Situational Individual Factors Differences Process Influences on Consumer Decision Making Behavioral Adapted from 1997 Irwin/McGraw-Hill

  7. BUYER DECISION PROCESS Post- purchase behavior Problem Recognition Information Search Purchase Decision Alternative Evaluation

  8. Types of consumer decisions • High-involvement decisions • high importance to the individual • lots of information processing • extensive problem solving • Low-involvement decisions • low importance to the individual • little information processing • routinized response behavior

  9. Break out Hi Involvement Lo Involvement Recognize need or problem (how) Search for information (where, what info, how much) Evaluate alternatives (how many) Purchase (easy/hard)

  10. STAGE 1: PROBLEM RECOGNITION • Discrepancy between the current state and desired state • Incentives • Drives

  11. STAGE 2: INFORMATION SEARCH • Internal then external • Extent of Search = Cost vs Benefits

  12. Information may not exist because: • Firm • Natural asymmetry = inefficient markets • Product characteristics: 1. Search 2. Experience 3. Credence

  13. STAGES 3 & 4: Evaluation and Choice • COMPENSATORY PROCESSING • NON-COMPENSATORY PROCESSING • MARKETING IMPLICATIONS:

  14. Purchasing a Car: A Compensatory Model Rated from 1 (poor) to 5 (good) According to the compensatory decision rule, the Camry would be chosen

  15. Purchasing a Car: A Non-Compensatory (EBA) Model Rated from 1 (poor) to 5 (good) According to the non-compensatory decision rule, the Accord will be chosen

  16. A CAVEAT • Expectations: • EXPECTANCY EFFECTS: • Examples: • Rosenthal’s - smart/stupid rats • Deighton - Ford Campaign

  17. Post-Purchase Behavior • Satisfaction/Dissatisfaction • Dissonance

  18. Understanding Customer Satisfaction Perceived Performance Expectations = Satisfaction Adapted from Churchill and Suprenant, JMR 1982.

  19. POST-PURCHASE BEHAVIOR • Satisfaction vs Dissatisfaction • A function of ____________ • SO-- UNDER ______ and OVER ________ • Above average satisfaction leads to:

  20. Impact of Customer Satisfaction PIMS STUDY: ABOVE AVERAGE CUSTOMER SATISFACTION LEADS TO: 1. 2. 3.

  21. Responses to Dissatisfaction • Complain to the retailer • Complain to the manufacturer • Complain to friends • Go to a third party (FTC, Attorney General) • Stop buying the product/supporting the establishment • Which is most likely?

  22. Lifetime value of a customer • Is a function of: • Length of an average “lifetime” • Average revenues from the customer for this particular product/service • Sales of additional products and services • Referral sales (WOM) • Costs associated with serving the customer (reduced employee turnover & lower maintenance over time)

  23. Example: Tom Peters (In Search of Excellence) and FedEx • 10 year “lifetime” • Small business does $1500 per month • $1500 X12x 10 years= 180,000 • Plus at least one referral over the lifetime: 180,000 x 2 = $360,000

  24. Estimating the lifetime value of a customer • Average customer spends $100 on groceries per week • What is the margin on groceries? • What is a reasonable assumption on the lifetime of a “grocery shopper” at a particular store? • What “other products” might be purchased? • What is a reasonable estimate of WOM effects?

  25. Post Purchase Behavior • Dissonance • Most likely to occur when: • Dissonance vs Satisfaction/Dissatisfaction

  26. Increase Satisfaction Reduce Dissonance IMPLICATIONS:Methods to --

  27. RELATIONSHIP MARKETING

  28. Definition: Adapted from Kotler 2000

  29. Relationship Marketing Model Corporate YOU Customer Employees

  30. Relationship Marketing • “build and maintain a base of committed customers who are profitable for the organization” • Focus on your current customers as a long-term asset—keep and improve • Is basing salesperson’s pay on new accounts a sign that relationship marketing is important to a firm? Y N

  31. Why All The “Buzz” • Satisfied employees are a prerequisite to satisfied customers • Tailored marketing programs result in greater satisfaction • Most profitable strategies are those that focus on current customers

  32. Customer attraction Presale activities Sales & profits Price Compliance Mass Customer retention Post-sale activities Customer satisfaction Value Partnership Customized Transaction vs. Relationship Marketing Transaction Relationship Problem Focus Success Criteria Customer Distributor Communication adapted from Gronroos, Service Marketing

  33. Trends Driving Relationship Marketing • Slow rate of market growth • Industrial overcapacity • Increased Competition • Increased Price Sensitivity • Increased Brand Switching Adapted from Kotler 1991, AMA Doctoral Consortium

  34. How Relationship Marketing Benefits Consumers • Confidence benefits • trust in firm reduces anxiety • Social benefits • familiarity • personal friends • Special treatment • get benefit of doubt • preferential treatment

  35. Benefits to the Firm • Higher ROI • Increased purchases over time • Lower costs over the relationship • Consumer learning • Set-up costs • WOM • Employee retention—happy customers mean happy employees. What might this mean?

  36. CUSTOMER RELATIONSHIPS

  37. Levels of Relationships • Level 1: Financial bonds • Price-based incentives • Volume discounts • bundling • Easy to initiate and easy for competition to duplicate • Long term advantage? Y N

  38. Level 2 • Social bonds— • Based on interpersonal relationships • Client/service provider • Client/client relationships • encourage clients not to switch—increase switching costs • Often used by: • Professional services • Personal care

  39. Level 3 • Customization Bonds • Mass customization—a little effort on the consumer’s part creates the service/ product that meets the consumer’s needs • Usually also has a social component

  40. Level 4 • Structural bonds • Designing systems that are integrated or that work specifically with the client • Shared processes and equipment • Joint projects • e.g., ordering systems via computer Packaging that fits shelf designs • Downside?

  41. Customer and Vendor Appreciation • How do you show it? • Thank yous (hand written, in person or over phone) • MUST be personal • Vendor appreciation?

  42. WHAT DO CUSTOMERS EXPECT

  43. Breakout 1: What do your customers expect?

  44. Playing vs Winning the Game • Defensive Attributes: Needed to play the game • Determinant Attributes: Needed to win the game • Divide your list into defensive vs determinant attributes

  45. Defensive Attributes Determinant Attributes

  46. A Discount Retail Example 1986 1995

  47. UNDERSTANDING YOUR CUSTOMER

  48. Scan the Environment for Change • Economic • Competitive • Technological • Political-Legal • Socio-Cultural • Customer NOTE: Environmental changes will cause defensive and determinant attributes to change

  49. Get To Know Your Customers • The Wonders of Data • Follow-Up After-the-Sale • Customer Discussions

  50. Make It Easy To Complain • Make management accessible • Be Responsive • Suggestion Boxes • 800 Numbers • Email

More Related