Luca Petruzzellis

lu.petruzzellis@disag.uniba.it

UNIVERSITA’ DEGLI STUDI DI BARI

FACOLTA’ DI ECONOMIA

CdLM in Marketing

Bari

Corso di

CONSUMER BEHAVIOUR

Il comportamento del consumatore

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

Apprendimento

intellettuale (think)

Forte

coinvolgimento

Debole

coinvolgimento

Apprendimento

(Learn-feel-do)

Routine

(Do-learn-feel)

Affettività

(Feel-learn-do)

Edonismo

(Do-feel-learn)

Apprendimento

emotivo (feel)

Processo di risposta

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

Come acquistano?

Quali sono i criteri di scelta?

Clienti

Chi è importante?

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

What kind of statement does the Nike Swoosh make?

Discussion Question

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 two-

way 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.

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?

Discussion Question

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 A

lta

Livello di coinvolgimento

Basso Alto

Dif

fere

nza p

erc

ep

ita t

ra l

e m

arc

he

Ricerca della varietà

Routine Riduzione

della dissonanza

Comportamento

d’acquisto complesso

Bassa

Influenze che agiscono sul processo decisionale

del consumatore

Processo decisionale di acquisto del

consumatore

Influenze del marketing mix

Influenze situazionali

Influenze socio-culturali Influenze psicologiche

Il modello del processo d’acquisto

INDIVIDUAZIONE DEL PROBLEMA

RICERCA DELLE INFORMAZIONI

VALUTAZIONE DELLE ALTERNATIVE

DECISIONE D’ACQUISTO

COMPORTAMENTO DEL DOPO ACQUISTO

STIMOLARE CONSAPEVOLEZZA DEI BISOGNI CON PUBBLICITA’

FORNIRE INFORMAZIONI SUI PRODOTTI

FORNIRE STRUMENTI DI VALUTAZIONE

INSTAURARE UN RAPPORTO DI FIDUCIA

GESTIRE IL POST ACQUISTO E RAFFORZARE LA FEDELTA’

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