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Prof. Juan José Delgado
How to
Understand
the Stimuli and
Barriers of
Customer
Behaviour
What if we put
customer first?
Whydo we
consume
differently?
Personality matters
2 components
Temperament
Character
3dimensions
temperament
1.- Novelty
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 ...
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 pe...
Adoption
should target
high-novelty
personalities
first.
2.- Risk
Risk is
always
subjective
…
15
…always
58%
51%
66%
0%
10%
20%
30%
40%
50%
60%
70%
General HA High HA Low
Buy easy products online (Books, movies...)
Risk is alwa...
57%
51%
63%
0%
10%
20%
30%
40%
50%
60%
70%
General HA High HA Low
Buy Complex products online (Clothes, Shoes, Food…)
Risk...
http://www.itvt.com/itv_doctor/7860/itv-doctor-mobile-commerce-security
What is the most important factor to you
when maki...
Adoption should
target low-risk
avoidance
personalities first.
3.- Social
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 tha...
iPod
Vs
iPhone
28.01.13
High-social
personalities will
spread the voice
more
*Adaptación del cubo temperamental de R. Cloninger (1993)
NORISO
CUBE
passionate
adventurer
explosive
methodiccautious
rel...
*Adaptación del cubo temperamental de R. Cloninger (1993)
NORISO
CUBE
passionate
adventurer
explosive
methodiccautious
rel...
Passionate
In order to drive adoption:
•Be cool
•Be secure
•Be social
www.linkedin.com/in/juanjosedelgado
more?
www.juanjosedelgado.es
How to Understand the Stimuli and Barriers of Customer Behaviour
How to Understand the Stimuli and Barriers of Customer Behaviour
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 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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Transcript of "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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