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Transcript
Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Customer attitudes Perception – Process by which people select, organize and interpret stimuli to the five senses. Learning – Process by which individuals acquire the buying and consumption knowledge and experience they apply to future behavior Culture – Sum total of beliefs, values, customs that serve to direct the customer behavior of members of a particular society Beliefs – Very large number of verbal and mental statements that reflect a person’s particular knowledge and assessment of something Values – Deep seated motivations instilled from culture Customs – modes of behavior that is culturally approved or accepted ways of behaving in specific situations Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Customer attitudes Attitudes – Learned predisposition to behave in a consistently favorable or unfavorable way towards market related objects, events or situations The way we think, act and feel towards objects Values and Beliefs guide Attitudes. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior ABC model of Attitude Affective (Feelings) Behavior Stimuli (Actions) Cognition (Beliefs) Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Attitudes Cognitive (Beliefs) 2 Types: Informational – Product attributes Evaluative – Product benefits Attributes aren’t Benefits!! Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Affective (Feelings) Relevant in products that is aimed at Self image. Feelings change easily and is short lived. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Behavior (Actions) Behavior is the most visible expression of Attitude We can influence feelings and beliefs but very difficult to alter behavior directly. The 3 components are linked and influencing one will affect the other. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Functions of Attitudes Utilitarian Function Express feelings that maximize rewards and minimize punishment. Positive stimuli create positive feelings. Ego defensive Function Protect person from the harsh realities of life! Stimuli emphasize your possible positive aspects Value expressive function Customers “walk the talk” when the life their values. Knowledge function “Learn” an Attitude with experiences Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Formation of Attitudes Classical Conditioning Instrumental conditioning Cognitive learning Experience External authorities (Marketing Communications) Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Strategies to change Attitudes Changing Affective component (Feelings) Classical Conditioning Linking you product to a stimulus that the customer like. Producing positive affect (Feelings) A well liked advertisement produces positive feelings towards product Mere Exposure Repeating an advert till it’s liked Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Strategies to change Attitudes Changing the Behavioral component (Action) Buy reducing risk – Trials, samples, Free gifts By rewarding positive behavior – Loyalty points, air miles, Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Strategies to change Attitudes Changing the Cognitive component (Beliefs) Change Beliefs Shift Performance Add beliefs Change the “ideal” Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Personality and Self concept Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Personality Motives Needs Attitudes Perception Learning Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Culture Personality Those inner psychological characteristics that determine and reflect how a person responds to their particular environment Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Characteristic of Personality Individual differences People are made up with unique combination of factors Some level of similarity is present Consistent and Enduring Elements that make up a personality may change but the basic essence will remain in the short term. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Characteristic of Personality Person is linked to their environment People always act in the context in which they are Differences in personalities are expressions of inherent tendencies and the social environment Personality can change Sudden high intensity event and repeated events over time will change personalitie Because a new learning takes place Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Personality Theories Freud’s Psychoanalytical theory We are what we buy Neo Freudian Theory We act in such a way to minimize our Inferiority feelings Trait Theory We are made up of specific individual characteristics or “traits” that determine how we act Gestalt Personality + Environment > More powerful Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Value of Personality to Marketers Product Image = Product that reflect the personality of the purchasers Personalities are important in effective advertising Inner Directed vs. Outer Directed Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior