The document discusses key aspects of understanding consumer behavior through market research. It covers conducting market research to understand who consumers are, what they want, and how to reach them. Traditional types of market research like desk research, field research, and data consulting from companies like Nielsen and GfK are described. The document then covers factors that influence consumer decision making like culture, social influences, personal factors and mental processes. It outlines the consumer's purchase decision process from recognizing a problem, gathering information, evaluating alternatives, and making a final choice.

2. Beforeanythingelse, youneedtoknowallaboutyourconsumers
›Whoare they?
›Whatdo theywant?
›How canI reachthem?

3. 1. Market research
2. Consumer behaviour

4. Necessity: analyzeyourmarket beforeyoulaunchyourproduct

5. Traditional types of market research
›Desk research
›Field research, eg. questionnaires
›Data consulting

6. The Nielsencorporation (AC Nielsen)
›Reliable and objective information on the impact of marketing and sales programs
›Nielsen ratings: system that measures television, radio and newspaper audiences in their respective media markets
›Homescanprogram: sample members track and report all grocery and retail purchases, allowing purchasing patterns to be related to household demographics

7. GfK:
›Consumer panels
›Mysteryshopping
›ROI of promotions
›Retail sales tracking
›Trends andforecasts
›Webshopadvice

8. Trendwatching:
›Eg. Herman Konings

9. Specializedmarket research:
›Quantitativeresearch
›Eye-tracking
›Facial coding
›Neuro marketing
›Mysteryshopping

12. Contents:
›1. Introduction
›2. Stimulus-response model
›3. Purcasedecisionprocess
›4. Purchasebehaviourandorientation
›5. Types of shoppingbehaviour

13. Consumer behaviourresearch focuseson:
›Whatdo consumersbuy?
›Whobuys?
›How do theybuy?
›How muchdo theybuy?
›Whydo theybuy?

15. Black box

16. Stimuli:
›Something that causes a physiological or psychological response
›Can be marketing input
›Or different input

17. Black box:
›The processof decisionmaking in the mind of the consumer
›Processing stimuli
›Influencedby:
Mentalprocesses
Exogenousvariables (fromoutside)

19. Cultural
Culture
Subculture
Socialclass
Social
Refencegroups
Aspirationalgroups
Opinion makers
Family
Personal
Age + Life cyclestage
Gender
Education
Job
Income
Life style

20. Culturalinfluence:
›Transferredbyeducation
›Consistsof subcultures
›Different socialclasses

21. Alsogeographic

22. Socialinfluence:
›Groupsyoubelongto,
›willbelongtoin the futureor
›desiretobelongto

23. Examples:
Meet the blogger, London 2014

24. Influenceof personal factors:
›Age
›Life cyclestage
›Gender
›…

25.  Which cultural, social and personal
factors can have an influence on a
person’s idea to buy home cinema
system?
 Make a list of all relevant factors and
explain

26. Exogenousfactors
Culturalinfluences
Socialinfuences
Personal
Stimuli
Black box
Response
Needsandmotives
Decisionmaking process
Mentalprocesses
Learning process
Perceptionprocess
Attitude formationprocess

27. Mentalprocesses: learningprocess
›Cognitivelearning: gatheringinformation andknowledge
›Associativelearning: consumerseesthe link becausehe knowsfromexperience
Cfr. Pavlov
Classicalconditioning
Instrumentalconditioning

28. Cognitive:
Associative:

29. Pavlov:

30. Classicalconditioning:
Belief thata stimulus alwaysgeneratesthe samereaction
Eg. Smellof pizza
Eg. Brightlight
Instrumentalconditioning:
Belief thata certainbehaviouris goodandshouldberewarded, otherbehaviouris bad andshouldbepunished

31. Examplesof classicalconditioning
›Phase1: party atmosphere=> fun, happy
›Phase2: party atmosphere+ Bacardi Mojito=> fun, happy
›Phase3: Bacardi Mojito=> fun, happy
›Bacardi Mojitocommercial

33. Explains:

35. Examplesof instrumentalconditioning:

36. Otherexample: Zazoo

37. Classicalor instrumental?

38. Exogenousfactors
Culturalinfluences
Socialinfuences
Personal
Stimuli
Black box
Response
Needsandmotives
Decisionmaking process
Mentalprocesses
Learning process
Perceptionprocess
Attitude formationprocess

39. Perceptionprocess:
›Exposure
›Brains processthe stimulus
›Selectiveandpersonal process
›Selectivememorization
›Marketeers usemusic, icons, celebrityendorsement, …
›How muchhave younotivedandrememberedtoday?

41. Exogenousfactors
Culturalinfluences
Socialinfuences
Personal
Stimuli
Black box
Response
Needsandmotives
Decisionmaking process
Mentalprocesses
Learning process
Perceptionprocess
Attitude formationprocess

42. Attitude formationprocess
›Attitude towardsbrand, product, …
›Caninfluencebehaviour/purchase
›Attitude canbeformedbymanyfactors
Age
Reference groups
Life style
Income
Motivation
…

43. Exogenousfactors
Culturalinfluences
Socialinfuences
Personal
Stimuli
Black box
Response
Needsandmotives
Decisionmaking process
Mentalprocesses
Learning process
Perceptionprocess
Attitude formationprocess

44. Decisionmaking process=> purchasedecisionprocess

45. Recognizethe problem
Gatherinformation
Evaluatealternatives
Finalchoice
Result

46. Recognizethe problem
›Feel the differencebetweenthe existinganddesiredsituation
›Take action
›Depends on
How big the problemis
Urgency

48. Gatherinformation:
›Well informed= lessrisks
›Internalinformation search
›Externalinformation search
›3 types of information sources:
Commercial
Neutral
Social

49. Exercise: describehowyouchooseyourinstituteof furthereducation(Artevelde)
›Internalor externalsearch
›Whichof the 3 sources of information didyouuse?

50. Evaluatealternatives:
›Evokedset
›Yourcriteria

52. Finalchoice=> purchase
›Routine purchase?
›Limited decisionprocess?
›Extended decisionprocess?
›Muchdependson the type of process
›Andon rationalelements(eg. price)
›Andon emotionalelements(eg. design)

53. Result= evaluation
›Happy; buyagain
›Nothappy; alsoreport toothers…