Behavior and Marketing Strategy Consumer behavior Seminar 3 Chapter 8-10 Behavior and Marketing Strategy

Introduction to behavior Chapter 8 Introduction to behavior New Marketing Concept 1950s-, Kotler (1967)…..

Learning processes Sequential models of consumer behavior

Background Behaviorism (B F Skinner, 1904-1990) Skinner boxes

Principles of Behaviorism (B F Skinner) Periferialism (S-R and S-O-R models) Physiological measurements (Psychogalvanic reflex etc.) Functionalism and statistical analyses Experimental methods Processes of consciousness irrelevant Forecasting and controlling human behavior is possible and desirable

Problems in studying behavior People are not animals, rats It is difficult to aggregate individual behavior into group or market segment behavior It is time consuming and costly to study processes in real time Links between emotions, cognition and behavior are not always clear

Classical and Operant Conditioning Chapter 9 Classical and Operant Conditioning New Marketing Concept 1950s-, Kotler (1967)…..

Classic conditioning (The Pavlov dogs) Stimulus – Response The dog is stimulated by smelling food while at the same time a bell is sounded (neutral stimulus). We can measure the amount of saliva in the mouth of the dog as a response. The experiment is repeated and after some time only the bell (conditioned stimulus) will give the same response. Thus it is possible to learn dogs to behave in a consistent way by linking different stimules to each other. We have build a conditioned response to a stimulus. Ivan Pavlov 1849 -1936 Nobel prize Fysiology and Medicin in 1904

Classic conditioning in marketing A common brand is advertised in connection with an exciting sports event that the consumer values positively. After repetition the consumer will connect the brand with positive feeling and thoughts.

Operational learning After a certain behavior positive rewards are given, negative things are removed or the respondent is punished. After this process is repeated behavior can be forecasted and predicted.

Operational learning in marketing Rebates of coupons as rewards Bonus systems Combined offerings The salesman that stops nagging you when you have decided to buy the product or the service

Differences between classical conditioning and operational learning Sub-concious processes The stimulus occurs before the behavior Operational learning Processes that the individual has a certain contol over Consequences occors after behavior

Chapter 10 Vicarious Learning New Marketing Concept 1950s-, Kotler (1967)…..

Vicarious learning/Modelling The model performs certain behaviors and experiences certain consequences The consumer watches the model and the consequences The probability that the consumer will perform the behavior increases

Analysing Consumer behavior Chapter 11 Analysing Consumer behavior New Marketing Concept 1950s-, Kotler (1967)…..

Analysis of consumer behavior Sequential models of consumer behavior

behavior process in a purchase Processes before the purchase Information contact Funds access Purchase Store contact Product contact Transaction After-purchase behavior Consumption and disposal Communication

Measuremet methods Interviews in surveys studies Secundary data from Internet, card payments Video in stores (field studies) and in labs labmiljö Inventory measurement (Nielsen index) Order statistics Consumer panels (GfKs Swedish consumer panel) Experimental methods etc

How do you measure behavior in market shares ?

Market share measurements (consumer markets) Nielsen index – in stores Consumer Panels – in homes Deals within industries – in administrative/accounting systems Ad hoc surveys with customers

Nielsens butiksmätningar Startades av 1923 av Arthur Charles Nielsen. Störst och finns i fler än 100 länder Mäta kundernas marknadsresultat Analysera marknadsdynamiken Diagnostisera och lösa marknads- och försäljningsproblem Identifiera och använda tillväxtmöjligheter Försäljning till konsumenter av snabbrörliga konsumtionsvaror. Informationen samlas in vid försäljningstillfället i butiker av alla typer och storlekar. Med de här butiksmätningarna får kunderna viktiga fakta om sina produkters resultat jämfört med konkurrenternas, och information om trender och förändringar i marknadsförhållanden och försäljningsresultat. De ger också viktig information om kampanjers effekt på butiksnivå, till exempel effekten av särskilda skyltar eller prissättning och distribution.

GfK:s Konsumentpaneler Tillverkare och handeln behöver försäkra sig om att deras produkter och service kontinuerligt anpassas till konsumenternas ändrade beteende och behov. Detta är varför information om konsumenternas preferenser, attityder och beteendemönster är så viktigt, eftersom detta mycket tydligt påverkar inköpsbeslutet. Våra konsumentpaneler specialiserar sig på att följa konsumenternas beteende och förser ledande tillverkare och handel med information om detta. Vi har funnits i Sverige med konsumentpanelmetodiken i drygt 30 år. För marknaden med snabbrörliga konsumtionsvaror arbetar vi med 3 000 hushåll som löpande registrerar sina inköp, representativa för svensk privathushålls konsumtion. Information samlas in via förtryckta dagböcker eller "scanners" (Scan*It) i hemmet kopplat till en Internetdagbok