Consumer Behavior DA-1

8/8/2019 Consumer Behavior DA-1

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Consumer

Behavior-1Consumer Behavior BackgroundDanny Abramovich

Marketing Plan Specialist

1. Management

2. Marketing

3. Research

4. Segmentation5. Consumer Behavior

6. Creativity


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0. Course Introduction, Main Topics


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Management, Marketing, Research

Segmentation, Consumer Behavior

Cre8ivity


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Management

Marketing

ResearchSegmentation

Consumer Behavior

Creativity


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0. Course Introduction, Schedule

1. Management

2. Marketing

3. Research4. Segmentation

5. Consumer Behavior

6. Creativity

part

1

part

2

part3


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0. Course Introduction, Methodology

Danny Abramovich


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Management

Marketing

Marketing Research

Market Segmentation

Consumer Behavior

C r e a t i v i t y

0. Course Introduction, Methodology

Danny Abramovich


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0. Course Introduction, Why CB?

Most marketing decisions & regulations

are based on CB assumptions.

Most marketing practices that aredesigned to influence CB, do influence

the firm, the individual & the society.

CB theory provides management with

many proper questions to ask.


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0. Course Introduction, its all about

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OR

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0. Course Introduction!

CB is taught since 1970s


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1. Management4 Definition

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior3. Research 6. Creativity

Management is . . .


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1. Management4 Definition

Planning

Executing

Controlling


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Management

1. Management4Methodology

Danny Abramovich


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1. Management4 Introduction

Vision

Strategy

Tactics

Standards & procedures


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Vision

Strategy

Tactics

Standards

is a mental image of a

possible and desirablefuture that is realistic,credible, and attractive.


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Vision

Strategy

Tactics

Standards

A world in which buyers

and sellers can conductcommerce anywhere,anytime, and in anyway they choose.


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Vision

Strategy

Tactics

Standards

Mobility expanding

into new areaslife goes mobile.


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Vision

Strategy

Tactics

Standards


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Vision

Strategy

Tactics

Standards

is concerned with the

firms choice of business,markets and activities, thus

it defines the overall scope

and direction of the

business (Kay, 1996).


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Vision

Strategy

Tactics

Standards

The basis of our daily

commitment is to ensurethe sustainable and

profitable growth of the

company, while always

observing balance andfinancial transparency.


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Vision

Strategy

Tactics

Standards

We work to help

people and businesses

throughout the world

realize their full

potential.


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Vision

Strategy

Tactics



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Vision

Strategy

Tactics



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Planning

Executing

Vision Controlling Strategy

Tactics



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1. Management4 Business Plan


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1. Management4 Business Plan

B u s i n e s s P l a n

Financial

Plan

Marketing

Plan

Operational

Plan

HR

Plan


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1. Management!


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Course Main Topics

Management

Marketing


Consumer Behavior

Creativity


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2. Marketing4 Definition

1. Management 4. Segmentation

2. Marketing 5. Consumer Behavior3. Research 6. Creativity

Marketing is . . .


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2. Marketing4 Definition

Marketing is the social and managerial

process by which individuals and

groups obtain what they need and want

through creating and exchanging

products and value with others.


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2. Marketing4 Evolution

Production orientation

Can we make it?

Selling orientationCan we sell what we make?

Marketing orientation

Can we determine what consumers want

that we can make and sell profitably?


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Management

Marketing

2. Marketing4Methodology

Danny Abramovich


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2. Marketing Plan4 Definition

Marketing Plan is . . .


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2. Marketing Plan4 Definition

A Marketing Plan is a written

document containing description and

guidelines for an organizations or a

products marketing strategies, tactics

and programs - for offering their

products and services over the defined

planning period, often one year.


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2. Marketing Plan: No short-cuts!

Give a man a fish

and he eats for a

day, teach him to

fish and he eats

every day.


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2. Marketing Plan: No short-cuts!


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2. Marketing Plan: 4X4 Structure


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2. Marketing & Marketing Plan!


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Course Main Topics

Management

Marketing


Consumer Behavior

Creativity


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3. Research4 Definition

1. Management 4. Segmentation2. Marketing 5. Consumer Behavior

3. Research 6. Creativity

Consumer Research (CR) is . . .


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Management

Marketing

Marketing Research

3. Consumer Research4Methodology

Danny Abramovich


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3. Consumer Research4 Content

Definition

Research Approaches

Secondary Data

Primary Research Methods Projective Techniques

Types of Survey Questions

Sampling Techniques

Upgrading Consumer Information


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3. Consumer Research

Definition

The systematic gathering,recording and analyzing of

data that yields information

about the motives and needsof consumers, in order to be

able to influence marketing

planning, execution & control.


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Definition

Research Approaches

4Positivism, Interpretivism

A CB research approachthat focuses on consumerdecision making (objectivity).

Positivism

Interpretivism

A CB research approachthat focuses on the act ofconsuming rather than onthe act of buying (subjectivity).


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Positivist ApproachPositivist Approach

ObjectiveObjective

PredictionPrediction

IndependentIndependent

Real CauseReal Cause

SeparationSeparation

Interpretivist ApproachInterpretivist Approach

SociallyConstructed

SociallyConstructed

UnderstandingUnderstanding

ContextualContextual

Simultaneous

Shaping

SimultaneousShaping

InteractionInteraction



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Definition

Research Approaches

4Comparison

Complexity:no single rightor wrong

Rationality:objective-single reality

Nature

(General)

qualitative &quantitative

quantitativeMethodology

understandpredictGoal (CB)

often notgeneralized

to largerpopulations

can begeneralized

to largerpopulations

Findings

Interpreti-

vism

Positi-

vism


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Definition Research approaches

Secondary data

Non-proprietary

data

Proprietary

data

Company

records

ExternalInternal


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Secondary data4Advantages/ disadvant.

- quality of data

- limited to desk

research.

+ availability

+ inexpensive

+ may shed light

on the matter.

DisadvantagesAdvantages


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Secondary data

Primary research methods

Personal

Focus Group

Controlled

Experiments

Interviews

Direct/ Indirect

e.g. ethnograph

vs. garbology

Mail @ *

Phone: e.g. CATI

or omnibus

ObservationsSurveys

CATI = Computer Assisted Telephone Interview


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Secondary data

Primary research methods4Desk vs. Field Research

- Interviews 1:1

- Observations- Focus Groups

- Experiments

- Surveys

FieldDesk

@ * (


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Secondary data

Primary research methods4Quantitative vs. Qual.

- Interviews

- Focus Groups- Experiments

Q ?

- Surveys

- Observations

y?

QualitativeQuantitative


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Secondary data


Projective techniques

Research proceduresdesigned to identifyconsumers subconscious

perceptions & motivations:- Word association- Sentence completion or

- Third person description

- Psychodrawing

Bubble

drawing

preparing for a holiday:


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Secondary data


Projective techniques4Example


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Secondary data

Primary research methods Projective techniques

Types of survey Questions

Veto-criteria Q?

Closed format Q?

Open format Q?

Demographic Q?

Keep It Short

& Simple

KISS


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Secondary data

Primary research methods Projective techniques Types of survey questions

Sampling techniques

Non-probability Sample

Systematic Sample

Population (universe)

Probability SampleSimple Random Quota

Census

Cluster

Judgment

Convenience

mp

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Secondary data


Sampling techniques (ex.1)


Systematic Sample


Probability SampleSimple Random

Example:

call every

n

th

personin the phone book.

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n


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Secondary data


Sampling techniques (ex.2)


Systematic Sample


Probability SampleSimple Random

the total

group that

the marketerwants to study.

mp

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Secondary data


Sampling techniques (ex.3) mp

S

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Quota

Census

Cluster

Judgment

Convenience

When different segments

are represented in

the total sample.n


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Secondary data


Sampling techniques (ex.4) mp

S

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Quota

Census

Cluster

Judgment

Convenience

When it is difficult to

ask too many ns,

everybody in selected

areas (clusters) is

being asked.

n


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Secondary data

Primary research methods Projective techniques Types of survey questions Sampling techniques (ex.)

Upgrading Consumer Info. Customer

Relationship Mgt.

CRM

MarketingInformation Sys.

MIS

Consumer

Research (data)

CR


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3. Consumer Research4MIS

Sales by customer

Sales by salesperson

Sales by productOperational

databases

Databases

of validtransactions

for each

TPS

Transaction

processing

systems

(TPS)

Businesstransactions

Marketing

MIS

Databases of

external data

Databases of

internal data

Marketing Decision

Support System

(DSS)

Marketing

Expert System

(ES)

Marketing

applications

databases

Pricing report

Total service calls

Customer satisfaction


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3. Consumer Research4CRM & e-CRM

Is managingconsumer

research

information

complex?

Modern Corporate Information Technology


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Knowledge/ContentKnowledge/Content

ManagementManagement

LogisticsLogistics

FinanceFinance

IndustryIndustry--SpecificSpecificSolutionsSolutions

LegacyLegacySystemsSystems

VoiceVoice

(IVR, ACD)(IVR, ACD)

EE--MailMail

DirectDirectInteractionInteraction

SalesSalesAutomationAutomation

MarketingMarketingAutomationAutomation

Mobile SalesMobile Sales

(Prod. CFG)(Prod. CFG)

FieldField

ServiceService

Portal/Portal/ExtranetExtranet

EDIEDI

EE--MailMail

SuppliersSuppliers InternalInternal CustomersCustomers

FinancialFinancial

Data MartData Mart

HRHR

Data MartData Mart

ProductProductData MartData Mart

ClosedClosed--Loop ProcessingLoop Processing

(EAI Toolkits, ETLM tools,(EAI Toolkits, ETLM tools,

Embedded Mobile Agents)Embedded Mobile Agents)

CustomerCustomer

Data MartData Mart

OrderOrder

Data MartData Mart

System toSystem toSystemSystem

Supplie

rInteraction

Custome

rInteraction

Operational

SCMSCM

ERPERP

CRMCRM

ConferencingConferencing

WebWebStorefrontStorefront

CollaborativeCollaborativePlanningPlanning

ConferencingConferencing

ManufacturingManufacturingExecutionExecution

WarehouseWarehouse

ManagementManagement

TransportationTransportationManagementManagement

TransportationTransportationPlanningPlanning

DistributionDistributionPlanningPlanning

SupplySupplyPlanningPlanning

ManufacturingManufacturingPlanningPlanning

EE--BusinessBusinessAnalytical

OrderOrderManagementManagement

ServiceServiceAutomationAutomation

Web/Web/

IntranetIntranet

HumanHumanResourcesResources

ManuManu--facturingfacturing

DemandDemandPlanningPlanning

IntelligenceIntelligence

ProductProduct

LifecycleLifecycle

AnalyzeAnalyze

DesignDesign

BuildBuild

DeliverDeliver

DataDataWarehouseWarehouse

Modern Corporate Information TechnologyInfrastructure and e-CRM


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3. Consumer Research!


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Course Main Topics

Management

Marketing


Consumer Behavior

Creativity


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Part Two out of Six

Consumer Behavior DA-1

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