consumer behavior - the drz network behavior w1.pdfconsumption is a hedonistic activity, and thus...
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CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Consumer BehaviorWeek 1
Course Introduction
SESSION 1
1. Consumers & Consumption
Purpose: introduce the study of consumer behavior
SESSION 2
2. Learning about Consumers
Purpose: consumer research
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
1.1 Consumers
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Activity:
Considering that consumption starts with oneselfbecause it is about oneself, answer the followingquestions in some detail:
What are we consuming?
When are we consuming?
How much are we consuming?
Why are we consuming?
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Activity
Following Douglas in that “to know why people doconsume, we need to understand why they sometimes donot”, state instances that you do not consume and seek toexplain why.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Being a consumer, as having the identity of a consumer,is about persons or groups acquiring, using, anddisposing of products, services, ideas, or experiences.
In terms of the “who”:
Individuals: individual consumers.
Groups: families, clubs, organizations, purchasing
units with organizations, state organizations.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
In terms of the “how”:
Collecting,
Preparing
Displaying
Storing
Wearing
Sharing
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
In terms of the “what”:
Products: tangible goods.
Services: intangible goods.
Ideas: patents, inventions, creations.
Experiences: emotions, impressions.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
1.2 Consumption
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Consumption is typically viewed as a cycle.
For Arnould et al. the consumption cycle consists ofinterrelated activities of
Acquisition
Consumption
Disposal
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
For Babin & Harris the consumption cycle consists of:
Desires – needs & wants
Exchanges – giving up money for acquiringgoods/services that have a grater value
Costs & benefits – the negative/positive effects ofconsumption
Reactions – evaluating the costs & benefits
Values – establishing the value of the consumptionexperience
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
1.3 Consumer Behavior
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Following Thorndike’s law of effect, in that what ispleasurable is repeated and what is painful avoided,consumption is a hedonistic activity, and thus consumerbehavior the set of activities leading to pleasure. This isan psychological view where consumption is constrainedby pleasant experiences and habits i.e. action is afunction of pleasure.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
For Babin & Harris consumption behavior refers to “theset of value-seeking activities that take place as people goabout addressing real needs”. This is an economic viewwhere consumption is considered to be the fundamentalpremise of our society.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
For critic Jean Baudrillardconsumer behavior is associatedwith “consummation i.e.productive waste...”
This is a social criticism viewwhereby consumption is viewedas phenomenon of excess that isimposed by firms via advertisingor consumer obsession.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Consumer behavior as a study integrates thinking from
Anthropology: cultural patterns in rituals and myths.
Economics: utility as determinant of demand.
Geography: resource availability and population.
Psychology: attitudes towards consumption.
Sociology: critical and discursive explanations of
consumption.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
1.4 Current Context of Consumption
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
The socioeconomic context of contemporaryconsumption consists of:
Globalization: trend whereby the interconnection amidsocioeconomic actors across national territories isenlarged in scope and speed.
Localization: trend whereby the sense of identity,home and community is preserved and enhanced.
Consumption is thus glocalized.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Glocalization brings about the accelerated movement ofpeople, ideas, commodities and factors of production.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Associated with glocalisation is hybridization in thatconsumer products by being removed from their originalcontact get transformed to fit the new context.
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
2 Learning About Consumers
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Learning about consumer behaviors involves research inconsumption patterns and practices. In principle itinvolves:
Designing data collection tools
Analyzing collected data – data mining
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Approaches
There are two broad approaches to study consumers:
Interpretative research – aims at explaining motives
Quantitative research –aims at establishing statisticalrelationships
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Data
Regardless of the approach there are two types of datathat are generated and thus research:
Primary data/research – generated directly fromconsumer studies
Secondary data/research – aggregated data generatedvia:
National data: country databases and statistics
Scanner data: obtained through bar codes
Syndicated data sources: marketing databases
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Process
The processes of direct consumer research involve thefollowing steps
A Planning phase
1. Establishing the focus of the investigation:
what is the research about?
what product/service is the study concerned with?
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
2. Developing a research approach to the question –deciding on whether research is
Causal: inquiring into relations between variables Example: do coupons bring about increased sales?
Descriptive: inquiring into outcomes Example: what do customers use as criteria for
choosing which restaurant to use? Explorative: inquiring into the features of phenomena
Example: is there any relationship between age andperception of quality in the provision of our services?
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Predictive: forecasting outcomes
Example: at which times of the year do people ofdifferent age groups prefer to take overseas holidays?
Explanatory: identifying the causes of observed outcomes
Example: does the perceived threat of unemploymentreduce spending on our product?
Control: what happens if the variables change
Example: if unemployment increases, willconsumption of our product decrease?
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
3. Identifying population and sample Probability sample:
Random
Stratified according to population features (age,gender, income, place)
Non-probability sample
Quota to include a population
Purposive
Convenience
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
4. Formulating a research design – deciding on Research strategies:
survey (past/future)
observation (present)
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
4. Formulating a research design – deciding on Research methods:
qualitative techniques:
focus groups
projective techniques – word associations
Ethnography – observations followed byinterviews
Diaries
Documentary analyses
quantitative techniques:
questionnaires
observational techniques
recording actual behavior
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
5. Establishing the success criteria for assessing both theresearch process and the verification of hypotheses
B Implementing phase
1. Collecting data
2. Analyzing data
3. Drawing first conclusions
4. Pre-evaluating research to bring improvements
5. Carrying out improvements
6. Drawing final conclusions
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
7. Comparing final conclusions against availableliterature
8. Making recommendations for further research
C Evaluating phase
Assessing the research process in its entirety
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Resources
Check out the readings on zamaros.net
Guide to Understanding Consumer Psychology
Motivate Customers
Journal of Consumer Research
General
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Activity:
Research project preparation
Project topic:
Identifying consumption behaviors and motives
Project plan: What commodity/commodities do you want to study?
Where will you carry out the study?
When can you carry out the study?
Do you know any behaviors already?
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
Project research methodology What data do you need?
Which of the following will you use?
Questionnaires
Interviews
Observations
Diaries
Documentary analysis
Project timetable Check the course schedule on the syllabus
Detail the weekly list of tasks
CB,5th ed., 2018, Prof. Dr. P.
Zamaros
The end result (week 8):
Written project Structured
Appropriately laid out
Referenced
Appended supplementary materials
Bound
Its presentation
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