How to Understand the Stimuli and Barriers of Customer Behaviour

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A Valuable Resource on How to Understand the Stimuli and Barriers of Customer Behaviour

•A fresh look at mobile payment adoption from a customer perspective
•Experience counts; identify the 3 key drivers that will drive mobile payment adoption
•How to classify customer payment personality and identify which ones are primed for adoption

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How to Understand the Stimuli and Barriers of Customer Behaviour

  1. 1. Prof. Juan José Delgado How to Understand the Stimuli and Barriers of Customer Behaviour
  2. 2. What if we put customer first?
  3. 3. Whydo we consume differently?
  4. 4. Personality matters
  5. 5. 2 components
  6. 6. Temperament
  7. 7. Character
  8. 8. 3dimensions temperament
  9. 9. 1.- Novelty
  10. 10. 47% 66% 28% 0% 10% 20% 30% 40% 50% 60% 70% General NS & EE High NS & EE Low I want to be always first trying new products and cool brands (agree) High-novelty personalities always adopt first High Novelty Low Novelty x 2.4 General Source: The 8 segments to overcome the online consumer - the author
  11. 11. 45% 27% 64% 0% 10% 20% 30% 40% 50% 60% 70% General EE High EE Low I rarely change my buying habits. (Agree) Low-novelty personalities change habits less High Novelty Low Novelty x 2.4 General Source: The 8 segments to overcome the online consumer - the author
  12. 12. Adoption should target high-novelty personalities first.
  13. 13. 2.- Risk
  14. 14. Risk is always subjective … 15
  15. 15. …always
  16. 16. 58% 51% 66% 0% 10% 20% 30% 40% 50% 60% 70% General HA High HA Low Buy easy products online (Books, movies...) Risk is always a key stopper on new channels of buying + 30% High Risk Low RiskGeneral
  17. 17. 57% 51% 63% 0% 10% 20% 30% 40% 50% 60% 70% General HA High HA Low Buy Complex products online (Clothes, Shoes, Food…) Risk is always a key stopper on new channels of buying + 25% High Risk Low RiskGeneral
  18. 18. http://www.itvt.com/itv_doctor/7860/itv-doctor-mobile-commerce-security What is the most important factor to you when making mobile payments?
  19. 19. Adoption should target low-risk avoidance personalities first.
  20. 20. 3.- Social
  21. 21. 22
  22. 22. 50% 61% 40% 0% 10% 20% 30% 40% 50% 60% 70% General RD High RD Low It gives me pleasure to tell others about the things that I have achieved. (Agree) Show off is the driver + 50 % High Social Low SocialGeneral
  23. 23. iPod Vs iPhone
  24. 24. 28.01.13
  25. 25. High-social personalities will spread the voice more
  26. 26. *Adaptación del cubo temperamental de R. Cloninger (1993) NORISO CUBE passionate adventurer explosive methodiccautious reliable sensitive independent novelty risk social
  27. 27. *Adaptación del cubo temperamental de R. Cloninger (1993) NORISO CUBE passionate adventurer explosive methodiccautious reliable sensitive independent novelty risk social
  28. 28. Passionate
  29. 29. In order to drive adoption: •Be cool •Be secure •Be social
  30. 30. www.linkedin.com/in/juanjosedelgado more? www.juanjosedelgado.es

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