Customer behavior

Vilka är stegen i AIDA? Awareness -> interest -> desire -> actual purchase

The decision-making process (high-involvement) Problem recognition -> information search -> alternative evaluation -> choice -> outcomes of choice -> evaluative criteria

The decision-making process (low-involvement) Problem recognition -> intention -> choice -> outcomes of choice

Vad gör man i steget problem recognition? Identify a problem and solve it through purchase (need + opportunity recognition)

Vad gör man i steget search? Investigate alternatives/solutions to the problem, it cost time and effort!

Vad gör man i steget alternative evaluation? Compare different alternatives (perception maps), evoked set + consideration set.

Vad är evoked set? Possible brands already known from which you chose (steg: alternative evaluation)

Vad är consideration set? Brands that you might consider buying (steg: alternative evaluation).

Vad gör man i steget choice? Choose the alternative that best suit you, you look at different attributes + (satisficing & maximizing).

Vad är satisficing? Choice that is "good enough"

Vad är maximizing? You consider all alternatives before making a choice

Vad gör man i steget outcomes of choice? The result of the chosen alternative, (Disconfirmation paradigm).

Vad är disconfirmation paradigm? Difference between pre-purchase expectations and post-purchase experience (Steg: outcomes of choice).

Vad gör man i steget evaluative criteria? If we are satisfied it might become a routine!

Vilket "mode" du koppla till high-involvement? Reflective mode

Vilket "mode" du koppla till low-involvement? Automatic mode

Vad ingår i evaluative criteria? Beliefs, attitudes, intentions

Vad är heuristics? Methods to aid your decision-making (Ex: highest-rated restaurant)

Vad gör man om man har lack of awareness? Advertising

Vad gör man om man har lack of interest? Redesign your product or reposition the brand

Vad gör man om man har lack of desire? Adapt the price

Vad gör man om man har lack of availability? Example: check the demand

Vad finns det för limitations med the decision-making process? Could be a lot of different outcomes, no fully reflection on the repurchase phase.

Vad är skillnaden mellan decision-making process och the extended approach? More details = more complex, shows the rejection potential, includes loyalty, advocates and repeat buyer

Vilka är stegen i routine decision process (high-involvement)? Problem recognition -> intention -> choice -> outcome/evaluation

Hur kan man öka involvement? Link the brand to hedonic needs (Maslows hierarki), use celebrities, build relationship, get the customer to participate (gamification).

Vilka steg ingår i perceptual process? Exposure to stimuli -> sensory receptors -> attention (perceptual selection+barriers) -> interpretation -> response

Vad gör man i steget exposure to stimuli? Meeting different stimulis

Vad gör man i steget sensory receptors? Pick up certain stimuli through our senses

Vad gör man i steget attention? Focus on de chosen stimulis (perception selection)

Vad gör man i steget interpretation? You interpret the stimuli and looking for a meaning in the stimuli.

Vad gör man i steget response? How we decide to behave, we respond to the stimuli

Hur kan företag överkomma perceptual barriers? By increasing advertisement (share of voice) and break through the perceptual selection (S-curve) and increase awareness.

How do marketers use customer perception? By using perceptual mapping

Vad är perceptual mapping? Map out consumers peception on brands, gives an undertanding on how consumers se the different brands and the market. You can also map out segments to understand their preffered brand. It can give the companies to look over repositioning.

Vad är multi attribute attitude models? Attributes predict attitudes, attitudes is based on beliefs. The importance of attributes differ depending on what consumers want ex: price, design, brand reputation. The attributes is graded in the head of the customers or in a model to predict the outcome. (compensatory model + non-compensatory model). Products is a bundle of attributes!

Vad är compensatory models? One attribute can compensate another attribute.

Vad är non-compensatory models? One attribute is vital example: price or free delivery.

Vilka är stegen i attitude behavior gap? Knowledge -> attitude -> ? -> behavior

Vad är attitude behavior gap? Our attitudes predict behavior. It is when there is no relationship between the customers attitude and their behavior example: cares about the environment -> choose to buy fast fashion.

Förklara personality Your personality consist of different characteristics and can vary depending on the context. (single-trait approach + multi-trait approach)

Vad är single-trait approach? Focus on one relevant trait to the situation.

Vad är multi-trait approach? Focus on a number of personality traits and how these combined affect your behavior.

Vad är VALS (values and lifestyle)? A multi-item scale that consist of 40 questions and 8 segments. Are used to segment peoples lifestyle and understand the demand on the market.

Varför är personality viktigt? Important to predict purchase behavior and purchase intentions.

Vad är brand personality (Aaker)? Brand personality is that a brand has a personality and Aaker created 5 dementions that was measured based on 40 questions in order to understand a brands perosnality.

Vad är culture? The sum of beliefs, values, customs and knowledge.

Två typer av norms i en culture Enaced norms = open norms + crescive norms = unspoken rules.

Vad är en reference group? A reference group is a group that are used by a person as a basis for comparison and guidance when forming thair beliefs, attitudes and behavior. They guide our purchase behavior and consumption behavior.

Vad har en reference group för influence? Use to get information from opinion leaders, can be influenced in their choice of brand, enhance their image since they admire characteristics of people who use the brand.

Vad är en innovator? Those who start trends and are fas to adapt new products or brands.

Vad är en imitator? Those who copy the innovators and are also those who uses reference groups in a larger extent.

Vad är en opinion leader? Have an influence on others.

Vad är en opinion seeker? Seeks information and opinions to help their purchase decision.

Vilka vill marketers reach out till? Innovators and opinion leaders.

Viktigt att tänka på när det kommer till groups? Different people have different power within the groups example: legitimate power, informational power etc.

Vad är market share? Total purchase of a brand/total purchase of the category

Vad är penetration? Number buying the brand at least once/total number of potential customers

Nämn några digital aspects Big data, social media, showrooming + webrooming, influencers, gamification, Internet of things (IoT).

Vad är big data? Companies have a lot of data, more than they can handle. Includes surveys, detasets and social media interactions.

Varför är social media attractive till brands? Sense of immediacy, ability to create communities, relative ease of production.

Vad är influencers? Influential people promoting brands and products on social media.

Vad är gamification? Requires voluntary engagement of users. Includes game-like elements to motivate people to behave in a certain way. Example: Apollo "find easter eggs on the website to get discounts".

Vad är internet of things (IoT)? The digital connection of devices, able to send and recieve data that are incoporated into everyday objectives. Example: your phone is connected to the car.

Nämn några future trends in consumer behavior Neuromarketing, the rise of local, conscious consumption.

Vad är neuromarketing? Uses brain-imaging thechniques to identify brain activity through changes in blood flow. Example: red prices increase sales.

Vad är the rise of local? Help local communities to increase local shopping.

Vad är conscious consumption? Consumer must be mindful of their own consumption.

Vad är multi-item scales? The core of marketing! Designed to measure respndents attitudes towards more than one attribute related to the stimulus object. Consist of multi-items where each item is a single statement that needs to be evaluated. Ex: the handbook of marketing.

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