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Consumer BehaviorConsumer BehaviorResearch MethodsResearch Methods
Henk Roest
OnderzoeksopzetOnderzoeksopzet
Achtergrond probleem
Probleemstelling
Literatuur
Methode en analyse Resultaten
Aanbevelingen
Consumer BehaviorConsumer BehaviorResearch MethodsResearch Methods
Surveys
Focus Groups
Interviews
Storytelling
Use ofPhotography andPictures
Diaries
Experiments
Field Experiments
Observations
Purchase Panels
DatabaseMarketing
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Consumer BehaviorConsumer Behavior
Data AnalysisData Analysis Univariate data
analysis
Frequencies and
distribution
Graphic analysis
Recoding
Multivariate dataanalysis:
Regression analysis
Analysis of variance
(ANOVA)
Conjoint analysis
Discriminant analysis
Multi dimensionalscaling
Cluster analysis
OnderzoeksopzetOnderzoeksopzet
Achtergrond probleem
Probleemstelling
Literatuur
Methode Resultaten
Aanbevelingen
TevredenheidsscoresService items Klanten percepties Management percepties
van klanten percepties
Betrokkenheid personeel 8.12 7.64
Responsiviteit 7.71 6.36
Betrouwbaarheid 7.60 7.16
Informatie voorziening 7.57 6.92
Bereikbaarheid 7.49 7.16
Bescherming privacy 7.48 6.88
Betaalbaarheid 7.30 6.12
Onderhoud 7.09 5.92
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Belangrijkheidsscores
Service items Klanten percepties Management percepties
van klanten percepties
Betrokkenheid personeel 11.45 8.37
Responsiviteit 16.07 12.90
Betrouwbaarheid 15.41 17.43
Informatie voorziening 15.51 9.81
Bereikbaarheid 10.04 10.11
Bescherming privacy 5.20 6.77
Betaalbaarheid 8.12 14.47
Onderhoud 18.23 20.13
Picture of SynthetronPicture of Synthetron
Conjoint AnalysisConjoint Analysis
Verschillende variaties cameras:
Merk: Canon versus Medion
Prijs: 300 versus 400 euro
Sensor: 8 versus 12 mega pixels
Techniek: spiegel reflex versus compact
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ResultatenResultaten
Story Completion ExampleStory Completion Example
Department Store Patronage Project
A man was shopping for a business suit in his favorite
department store. After spending 45 minutes andtrying several suits, he finally picked one he liked. As
he was proceeding to the checkout counter, he was
approached by the salesman, who said, Sir, at thistime we have higher quality suits which are on sale
for the same price. Would you like to see them?
What is the customers response? Why?
LiteratureLiterature In order to assess product expectations
consumers frequently use cues (Olson, 1972;Bao et al., 2011)
Cues may be diagnostic on a single product
attribute or multiple attributes (Steenkamp,1990; Chang, 2008, Myazaki et al., 2005)
Usually category membership is assessedfirst and product quality second (Bruner,1957)
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ObservationsObservations Consumers use similar cues to infer
product quality and categorymembership
Some cues may be more diagnosticthan others in signaling either/bothproperties
People prefer the best quality offeredwithin a product category
ManagerialManagerial problemproblem
Which cues should be stressed inproduct development and marketingcommunications, considering that:
certain cues trigger category membershipand consequently a bundle of experience-based category expectations that areattributed towards the focal brand?
certain cues are related to a single attributeexpectation of a focal brand?
Restaurant Categories andRestaurant Categories andNorm StructureNorm Structure
empathy
ambiance
professio-nalism
reliability
servicescapes
privacy
access
4,5
4
3,5
3
2,5
2
atmosphere
bistro
lunchroom
road side
fast-food
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TheoreticalTheoretical problemsproblems
Research has focussed on which cuesare used to infer either product quality orcategory membership
Different techniques have beendeveloped to determine the predictivevalue on either constructs
Research objectivesResearch objectives
Develop a method that determines therelative predictive values of different cuessimultaneously
Determine the predictive quality value and
the predictive prototypical value of selectedcues
Assess the relationships between thesevalues
MethodMethod
113 visitors of restaurants
24 (profiles) fractional factorial x 2(categories) x 2 (situations) within-subjects design
conjoint analysis
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88 ScenariosScenarios, e.g., e.g. When visiting dowtown Tilburg you
discover a new restaurant. You noticethe Auberge du Bonheur [brand name]signboard and the ANWB***plaque[quality mark]on the facade. Gazingthrough the window you notice that theother customers are dressed Casual[dress].The tables are covered withPlacemats [interior].
ExpectationsExpectations onon:: Service quality 1 overall
7 dimensions
Cost
Category prototypicality bistro
atmosphere
Purchase intention close friends
business relatives
Cue valuesCue values Predictive values: relative importances in
assessing quality (dimensions), cost, categorymembership, intention part-worths
Discriminative values: extent to which the cue quality association is concentrated on asingle quality dimension:
DVci is the discriminant value of cue c for subject i, and PV cid isthe predictive value of cue c for subject i on each of the qualitydimensions d.
PV
PVofdeviationmaximum=DV
cid
7
1=D
cid
ci
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Construct F-Value D.F F-Prob Mean-Scores
Brand Name Dress Interior Qu ality M ark
Predictive CostValue
4.90 3;440 .00 .19a .22a .25a .34a
Predictive QualityValues
Overall Quality 16.97 3;448 .00 .18a,b .19a,b .28ab .35a
Empathy 10.11 3;432 .00 .21a .21a .33a .25a
Ambiance 42.83 3;436 .00 .20a .18a .43a .20a
Professionalism 191.4 3;440 .00 .12a .11a .15a .62a
Reliability 9.23 3;428 .00 .19a,b .22a,b .29b .30a
Service scapes 7.20 3;416 .00 .22a .22a .33a .23a
Privacy 1.80 3;400 .15 .26 .23 .28 .22
Access 4.93 3;240 .00 .32a .20a .22a .26
DiscriminativeValue
4.81 3;444 .00 .20 .16a .17a .22a
Construct F-Value D.F. F-ProbMean-Scores
Brand Name Dress In terior Quality M ark
PrototypicalityValue
Bistro 27.35 3;444 .00 .20a .25a .36a .20a
Atmosphere 48.41 3;448 .00 .17a,b .23ab .39a .22a
Preference Value
Friends 14.10 3;448 .00 .17a,b .33a .26a
b .23a
Business 47.11 3;448 .00 .14a,b,c .28ab .38a .20a,b
c
a Tukey's HSD; superscript versus subscript indices indicate significant differences between cue value meansat p=.05.
Table 1. Estimated Cue Values (ANOVA)
ResultsResults
Quality marks and interior have the highest,and brand name the lowest predictive value inassessing restaurant quality
Quality marks also have the highest
discriminant value, and interior and dressdisplay the lowest
Interior has the highest prototypical value
Differences in purchase intention value for thetwo usage situations are apparent
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ImplicationsImplications
Prototypical cues (i.e. dress) should bestressed:
First
Systematically
Discriminant cues (i.e. quality mark)should be used for:
Brand positioning
Best choice
Judgement AJudgement AJohn is jaloers, koppig, impulsief, kritisch, vlijtig,en intelligent. Over het algemeen genomen,hoe emotioneel denk je dat John is?
(omcircel een number)
1 2 3 4 5 6 7 8 9Helemaal niet Heel erg
emotioneel emotioneel
Judgement BJudgement BJim is intelligent, vlijtig, kritisch, impulsief,koppig en jaloers. Over het algemeengenomen, hoe emotioneel denk je dat Jim is?
(omcircel een number)
1 2 3 4 5 6 7 8 9
Helemaal niet Heel erg
emotioneel emotioneel
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Research QuestionResearch QuestionWhat influences how much of the
product the consumer uses?
Judgments about product effectiveness
Supply on hand
Study 1Study 1--DesignDesign Objective: To investigate whether the supply of the product,
the container, and the fill level of the container influence theamount of a product consumers use (sample: 75 Universityemployees)
full
Half-full
One-fourth full
full
Half-full
Cleaning power was rated as equallystrong across containers size
Transparentcontainers
1000 ml
500 ml
Study 1Study 1--ResultsResults
Full Half-full Quarter- full
Large bottle
146 ml 97 ml 121 ml
Small bottle
87 ml 136 ml
250 ml500 ml1000 ml
500 ml 250 ml
First ANOVA
Container size*fill level)
Significant container size by fill-levelinteraction
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Study 1Study 1--ResultsResults
Full Half-full Quarter- full
Large bottle
146 ml 97 ml 121 ml
Small bottle
87 ml 136 ml
250 ml500 ml1000 ml
500 ml 250 ml
First ANOVA
Container size*fill level)
Significant container size by fill-levelinteraction
Second ANOVA
Container size*volume of liquid
Significant main effect for volume ofliquid
Results DiscussionResults Discussion
Qt poured
Supply on handHigh Moderate Small
Contrast Effect
Large supply leadsconsumers to usemore, so that theamount poured doesnot seem so small
Assimilation Effect
Supply and acceptablerange of amounts tobe used are perceivedas similar
Study 2Study 2 Objective: To find out whether usage decreases
with supply
Sample: 30 University employees; 15 subjectsper cell.
Two-thirds full
One third full
Transparentcontainer
Two-thirdsfull
(667 ml)
One-third full
(333 ml)
Large bottle 137 ml 85 ml
1000 ml
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Results OverviewResults Overview
Available supply influences theamount consumed on single-usageoccasions
A necessary and sufficient condition
for supply to influence usageappears to be that the amountavailable be visually assessable
Usage decreases as the supplydiminishes
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Wie stuurt wie?Wie stuurt wie? Het bedrijf, de regels, de chef, collegas
de klant ..
Centraal in dienstverlening staat: werkdruk ofwelRole Stress
Twee soorten stress:
Role ambiguity: het ontbreken van de juisteinformatie
Role conflict: spanningsveld tussen de eisen van
de organisatie en die van de klant
Empirisch OnderzoekEmpirisch Onderzoek
groep cohesie
technische
kwaliteit
werknemer
tevredenheid
role ambiguity
role conflict
leiderschap
werksfeer
leiderschap
informatie
empowerment
vaardigheid
empowerment
bevoegdheid
formalisatie
functionele
kwaliteit
-0.44
-0.21
-0.36
-0.320.37
0.21
0.32
0.40
-0.23
0.44
0.38
wat
hoe
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Who Conducts Consumer Research?Who Conducts Consumer Research?
In-house Marketing Research Departments
External Marketing Research Firms
Advertising Agencies
Syndicated Data Services
Retailers
Research Foundations/Trade Groups
Government
Consumer Organizations
Academics and Academic Research Centers
Types of Consumer ResearchersTypes of Consumer Researchers
MarktaandelensupermarktketensMarktaandelensupermarktketens
F or mu le aan de el 2 00 5 aan de el 2 00 6 g ro ei
Alb er t He ij n 2 6, 4% 2 7, 5% + 1, 1%
C1000 14,8% 14,6% - 0,2%
SdB 8,0% 7,6% - 0,4%
Jumbo 3,4% 4,2% + 0,8%
Plus/Spar 6,4% 6,9% + 0,5%
Sligro - 2,0% + 0,?%
H oo gv li et 1 ,7 % ' bi jn a 2 ,0 % ' + 0 ,? %
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Primary Versus Secondary DataPrimary Versus Secondary Data
Primary Data : Data originating from aresearcher and collected to provide informationrelevant to a specific research project.
Secondary Data: Data collected for some
other purpose that is subsequently used in aresearch project.
Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior
Developing a Customer-OrientedStrategy
How Is the Market Segmented?
Typen SegmentatievariabelenTypen SegmentatievariabelenObjectief Subjectief
Algemeen
niveau
Inkomen
Leeftijd
Opleidingsniveau
Woonplaats/postcode
Gedragspatronen
Levensstijl
Persoonlijkheid
Instrumentele waarden
Eindwaarden
Domeinspecifiek
niveau
Gebruiksfrequentie
Substitutie
Complementariteit
Waarneembar gedrag
Interesses/opinies
Perceptie
Attitude
Domeinspecifieke waarden
Merkspecifiek
niveau
Merktrouw (gedrag)
Gebruiksfrequentie
Handelingen
Merkkennis
Koopintentie
Merktrouw (attitude)
Preferentie
Evaluatie
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Marketing Implications ofMarketing Implications of
Consumer BehaviorConsumer Behavior Developing a Customer-Oriented
Strategy
How Is the Market Segmented?
How Profitable Is Each Segment?
What Are the Characteristics ofConsumers in Each Segment?
Are Customers Satisfied with ExistingOfferings?
Mobils Segmentation StudyMobils Segmentation Study
Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior
Selecting the Target Market
Positioning
How Are Competitive OfferingsPositioned?
How Should Our Offerings BePositioned?
Should Our Offerings Be Repositioned?
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Agressive
Trivial
Shy
CapableDumb
Simple
Elegant
Arrogant
Energetic
Serious
Weak
Impulsive
Young
Calm
Classy
Autoritarian
Lively
Gentil
Masculine
Naive
Superficial
Original
Fun
Spontaneous
Strict
Fminin
Characterless
Sophisticated
Smart
Mini
Volkswagen
Toyota
Renault
Peugeot
Lancia
Honda
Suzuki
Nissan
Kia
HyundaiFiat
Skoda Daewoo
SeatOpelMitsubishi
MazdaFord
Citron
Land.Rover
Jeep
Bmw
Alfa.Romeo
.VolvoSaab
RoverMercedes
Jaguar Chrysler
Audi
Chevrolet
Indulgingemotions
Controllingemotions
Socialaffirmation
Social Integration
Positioning MapPositioning MapMulti Dimensional ScalingMulti Dimensional Scaling
Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior
1. Developing Products or Services What Ideas Do Consumers Have for
New Products?
What Attributes Can Be Added to or
Changed in an Existing Offering? What Should Our Offering Be Called?
What Should Our Package and LogoLook Like?
What About Guarantees?
Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior
2. Making Promotion (MarketingCommunications) Decisions
What Are Our Advertising Objectives?
What Should Our Advertising Look Like?
Where Should Advertising Be Placed?
When Should We Advertise?
Has Our Advertising Been Effective
What About Sales Promotion Objectives and Tactics?
When Should Sales Promotions Happen?
Have Our Sales Promotions Been Effective?
How Many Salespeople Are Needed to Serve Customers?
How Can Salespeople Best Serve Customers?
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Marketing Implications ofMarketing Implications of
Consumer BehaviorConsumer Behavior3. Making Pricing Decisions
What Price Should BeCharged?
How Sensitive Are Consumersto Price and Prices Changes?
When Should CertainPrice Tactics Be Used?
DDealeal EEffectffect CCurveurve
Marketing Implications ofMarketing Implications ofConsumer BehaviorConsumer Behavior
4. Making Distribution Decisions
Where Are Target Consumers Likelyto Shop?
How Should Stores Be Designed?