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How to Understand the Stimuli and Barriers of Customer Behaviour
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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 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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  • 1. Prof. Juan José Delgado How to Understand the Stimuli and Barriers of Customer Behaviour
  • 2. What if we put customer first?
  • 3. Whydo we consume differently?
  • 4. Personality matters
  • 5. 2 components
  • 6. Temperament
  • 7. Character
  • 8. 3dimensions temperament
  • 9. 1.- Novelty
  • 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. 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. Adoption should target high-novelty personalities first.
  • 13. 2.- Risk
  • 14. Risk is always subjective … 15
  • 15. …always
  • 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. 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. 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. Adoption should target low-risk avoidance personalities first.
  • 20. 3.- Social
  • 21. 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. iPod Vs iPhone
  • 24. 28.01.13
  • 25. High-social personalities will spread the voice more
  • 26. *Adaptación del cubo temperamental de R. Cloninger (1993) NORISO CUBE passionate adventurer explosive methodiccautious reliable sensitive independent novelty risk social
  • 27. *Adaptación del cubo temperamental de R. Cloninger (1993) NORISO CUBE passionate adventurer explosive methodiccautious reliable sensitive independent novelty risk social
  • 28. Passionate
  • 29. In order to drive adoption: •Be cool •Be secure •Be social
  • 30. www.linkedin.com/in/juanjosedelgado more? www.juanjosedelgado.es

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