What is Consumer Behaviour? - Università degli Studi di Bari

UNIVERSITA’ DEGLI STUDI DI BARI
FACOLTA’ DI ECONOMIA
CdLM in Marketing
Bari
Corso di
CONSUMER BEHAVIOUR
Il comportamento del consumatore
Luca Petruzzellis
[email protected]
Il 44% dei consumatori europei afferma che la
maggioranza delle loro esperienze di consumo sono
“anonime”
Problemi del marketing
tradizionale
Il valore
Evoluzioni della marca
What is Consumer Behaviour?
 Consumer Behaviour:
– The study of the processes involved when individuals or
groups select, purchase, use, or dispose of products,
services ideas, or experiences to satisfy needs and desires
 Role Theory:
– Identifies consumers as actors on the marketplace stage
 Consumer Behaviour is a Process:
– Exchange: A transaction in which two or more organizations
give and receive something of value
Il comportamento del consumatore
Il processo d’acquisto è un’attività volta alla risoluzione
di un problema.
Di fronte ad un problema, l’acquirente può adottare tre tipi
di comportamenti risolutori.
- comportamento risolutorio estensivo
- comportamento risolutorio limitato
- comportamento risolutorio di routine
Lambin, 2004
Processo di risposta
Forte
coinvolgimento
Debole
coinvolgimento
Apprendimento
intellettuale
Apprendimento
emotivo
(think)
(feel)
Apprendimento
(Learn-feel-do)
Affettività
(Feel-learn-do)
Routine
(Do-learn-feel)
Edonismo
(Do-feel-learn)
Lambin, 2004
The Wheel of Consumer Behaviour
Some Issues that Arise during
Stages in the Consumption Process
Consumer Behavior Involves
Many Different Actors
Consumer:
– A person who identifies a need or desire, makes a
purchase, and then disposes of the product
o Many people may be involved in this sequence of
events.
– Purchaser / User / Influencer
o Consumers may take the form of organizations or
groups.
Consumers’ Impact on Marketing
Strategy
 Market Segmentation:
– Identifies groups of consumers who are similar to one
another in one or more ways and then devises marketing
strategies that appeal to one or more groups
 Demographics:
– Statistics that measure observable aspects of a population
• Ex.: Age, Gender, Family Structure, Social Class and Income,
Race and Ethnicity, Lifestyle, and Geography
Capire i clienti
Chi è
importante?
Quali sono i
criteri di
scelta?
Come
acquistano?
Clienti
Dove
acquistano?
Quando
acquistano?
A Lesson Learned
 Nike was forced to pull this
advertisement for a running
shoe after disabilities rights
groups claimed the ads were
offensive.
 How could Nike have done a
better job of getting its
message across without
offending a powerful
demographic?
Market Segmentation
Finely-tuned marketing
Segmentation strategies
allow marketers to reach only
those consumers likely to be
interested in buying their
products.
Consumers’ Impact on
Marketing Strategy (cont.)
 Relationship Marketing: Building Bonds with
Consumers
– Relationship marketing:
o The strategic perspective that stresses the long-term,
human side of buyer-seller interactions
– Database marketing:
o Tracking consumers’ buying habits very closely, and then
crafting products and messages tailored precisely to
people’s wants and needs based on this information
Marketing’s Impact on Consumers
Marketing and Culture:
– Popular Culture:
• Music, movies, sports, books, celebrities, and other
forms of entertainment consumed by the mass market.
– Marketers play a significant role in our view of the
world and how we live in it.
Popular Culture
Companies often create product icons to develop an identity for
their products. Many made-up creatures and personalities, such
as Mr. Clean, the Michelin tire man and the Pillsbury Doughboy,
are widely recognized figures in popular culture.
Marketing’s Impact on Consumers:
The Meaning of Consumption
The Meaning of Consumption:
– People often buy products not for what they do, but
for what they mean.
– Types of relationships a person may have with a
product:
• Self-concept attachment
• Nostalgic attachment
• Interdependence
• Love
Discussion Question
What kind of statement does the Nike
Swoosh make?
Marketing’s Impact on Consumers:
The Meaning of Consumption (cont.)
 Consumption includes intangible experiences, ideas and
services in addition to tangible objects.
 Four types of Consumption Activities:
– Consuming as experience
– Consuming as integration
– Consuming as classification
– Consuming as play
Marketing’s Impact on Consumers:
The Global Consumer
 By 2006, the majority of people on earth will live in urban
centers.
 Sophisticated marketing strategies contribute to a global
consumer culture.
 Even smaller companies look to expand overseas.
 Globalization has resulted in varied perceptions of the
United States (both positive and negative).
The Global Consumer
American products like Levi jeans are in demand around
the world.
Marketing’s Impact on Consumers:
Virtual Consumption
The Digital Revolution is one of the most significant
influences on consumer behaviour.
Electronic marketing increases convenience by
breaking down the barriers of time and location.
 U-commerce:
The use of ubiquitous networks that will slowly but surely
become part of us (i.e., wearable computers, customized
advertisements beamed to cell phones, etc.)
Cyberspace has created a revolution in C2C
(consumer-to-consumer) activity.
Virtual Brand Communities
Blurred Boundaries
Marketing and Reality
 Marketers and consumers coexist in a complicated twoway relationship.
 It is increasingly difficult for consumers to discern the
boundary between the fabricated world and reality.
 Marketing influences both popular culture and consumer
perceptions of reality.
Blurred Boundaries
Marketing managers
often borrow imagery
from other forms of popular
culture to connect with an
audience.
This line of syrups adapts
the “look” of a pulp
detective novel.
Marketing Ethics and Public
Policy
 Business Ethics:
– Rules of conduct that guide actions in the marketplace
– The standards against which most people in the culture
judge what is right and what is wrong, good or bad
 Notions of right and wrong differ among people,
organizations, and cultures.
Needs and Wants:
Do Marketers Manipulate Consumers?
o Consumerspace
o Do marketers create artificial needs?
o Need: A basic biological motive
o Want: One way that society has taught us that need can be
satisfied
o Are advertising and marketing necessary?
o Economics of information perspective: Advertising is an
important source of consumer information.
o Do marketers promise miracles?
o Advertisers simply don’t know enough to manipulate people.
Discussion Question
 This ad was created by the
American Association of
Advertising Agencies to
counter charges that ads
create artificial needs.
 Do you agree with the
premise of the ad? Why or
why not?
Culture Jamming
Adbusters Quarterly is a
Canadian magazine
devoted to culture
jamming.
This mock ad skewers
Benetton.
Consumer Related Issues
UNICEF sponsored this advertising campaign against child
labour. The field of consumer behaviour plays a role in
addressing important consumer issues such as child
exploitation.
The Dark Side of Consumer
Behaviour
Consumer Terrorism:
 An example: Susceptibility of the nation’s food
supply to bioterrorism
Addictive Consumption:
Consumer addiction:
• A physiological and/or psychological dependency on
products or services
Compulsive Consumption:
Repetitive shopping as an antidote to tension,
anxiety, depression, or boredom
The Dark Side of
Consumer Behaviour (cont.)
Consumed Consumers:
 People who are used or exploited, willingly or not, for
commercial gain in the marketplace
Illegal Activities:
Consumer Theft:
• Shrinkage: The industry term for inventory and cash
losses from shoplifting and employee theft
Anticonsumption:
• Events in which products and services are deliberately
defaced or mutilated
The Pyramid of Consumer Behaviour
Tipologie di comportamenti d’acquisto:
la matrice di Assael
Livello di coinvolgimento
Alta
Alto
Ricerca della varietà
Comportamento
d’acquisto complesso
Bassa
Differenza percepita tra le marche
Basso
Routine
Riduzione
della dissonanza
Influenze che agiscono sul processo decisionale
del consumatore
Influenze del marketing mix
Processo decisionale di acquisto del
Influenze psicologiche
consumatore
Influenze situazionali
Influenze socio-culturali
Il modello del processo d’acquisto
INDIVIDUAZIONE
DEL PROBLEMA
STIMOLARE CONSAPEVOLEZZA DEI BISOGNI CON
PUBBLICITA’
RICERCA DELLE
INFORMAZIONI
FORNIRE INFORMAZIONI SUI PRODOTTI
VALUTAZIONE DELLE
ALTERNATIVE
INSTAURARE UN RAPPORTO
DI FIDUCIA
FORNIRE STRUMENTI DI
VALUTAZIONE
DECISIONE D’ACQUISTO
GESTIRE IL POST ACQUISTO E
RAFFORZARE LA FEDELTA’
COMPORTAMENTO DEL
DOPO ACQUISTO
Soddisfazione e dissonanza cognitiva
SODDISFAZIONE
=
Prestazioni percepite - Aspettative
Clienti sovra-soddisfatti
Clienti soddisfatti
Clienti insoddisfatti
Feedback che influisce sulla motivazione per i
successivi acquisti
Comportamento del cliente insoddisfatto
 Solo al 3% delle transazioni seguono lamentele dirette
all’impresa.
In aggiunta, il 15% delle transazioni conduce a lamentele
espresse a venditori, distributori, amici, ...
Ancora, il 30% delle transazioni genera problemi ai clienti
che non sono mai comunicati all’impresa.
Così, in media, il 48% delle transazioni di un’impresa crea
problemi ai clienti.
Lambin, 2004