Consumer Behavior

Research Methods

Henk Roest

Onderzoeksopzet
Achtergrond probleem Probleemstelling Literatuur Methode en analyse Resultaten Aanbevelingen

Consumer Behavior Research Methods

Surveys Focus Groups Interviews Storytelling Use of Photography and Pictures Diaries Experiments Field Experiments Observations Purchase Panels Database Marketing

Consumer Behavior Data Analysis

Univariate data analysis
Frequencies and distribution Graphic analysis Recoding

Multivariate data analysis:

Regression analysis Analysis of variance (ANOVA) Conjoint analysis Discriminant analysis Multi dimensional scaling Cluster analysis

Onderzoeksopzet
Achtergrond probleem Probleemstelling Literatuur Methode Resultaten Aanbevelingen

Tevredenheidsscores
Service items Klanten percepties Management percepties van klanten percepties

Betrokkenheid personeel Responsiviteit Betrouwbaarheid Informatie voorziening Bereikbaarheid Bescherming privacy Betaalbaarheid Onderhoud

8.12 7.71 7.60 7.57 7.49 7.48 7.30 7.09

7.64 6.36 7.16 6.92 7.16 6.88 6.12 5.92

Belangrijkheidsscores
Service items Klanten percepties Management percepties van klanten percepties

Betrokkenheid personeel Responsiviteit Betrouwbaarheid Informatie voorziening Bereikbaarheid Bescherming privacy Betaalbaarheid Onderhoud

11.45 16.07 15.41 15.51 10.04 5.20 8.12 18.23

8.37 12.90 17.43 9.81 10.11 6.77 14.47 20.13

Picture of Synthetron

Conjoint Analysis
Verschillende variaties cameras: Merk: Canon versus Medion Prijs: 300 versus 400 euro Sensor: 8 versus 12 mega pixels Techniek: spiegel reflex versus compact

Resultaten

Story Completion Example

Department Store Patronage Project
A man was shopping for a business suit in his favorite department store. After spending 45 minutes and trying several suits, he finally picked one he liked. As he was proceeding to the checkout counter, he was approached by the salesman, who said, Sir, at this time we have higher quality suits which are on sale for the same price. Would you like to see them?

What is the customers response? Why?

Literature
In order to assess product expectations consumers frequently use cues (Olson, 1972; Bao et al., 2011) Cues may be diagnostic on a single product attribute or multiple attributes (Steenkamp, 1990; Chang, 2008, Myazaki et al., 2005) Usually category membership is assessed first and product quality second (Bruner, 1957)

Observations
Consumers use similar cues to infer product quality and category membership Some cues may be more diagnostic than others in signaling either/both properties People prefer the best quality offered within a product category

Managerial problem
Which cues should be stressed in product development and marketing communications, considering that:
certain cues trigger category membership and consequently a bundle of experiencebased category expectations that are attributed towards the focal brand? certain cues are related to a single attribute expectation of a focal brand?

Restaurant Categories and Norm Structure

4,5 4 3,5 3 2,5 2 empathy ambiance professionalism reliability service scapes access privacy atmosphere

bistro lunchroom road side fast-food

Theoretical problems
Research has focussed on which cues are used to infer either product quality or category membership Different techniques have been developed to determine the predictive value on either constructs

Research objectives
Develop a method that determines the relative predictive values of different cues simultaneously Determine the predictive quality value and the predictive prototypical value of selected cues Assess the relationships between these values

Method
113 visitors of restaurants 24 (profiles) fractional factorial x 2 (categories) x 2 (situations) withinsubjects design conjoint analysis

8 Scenarios, e.g. Scenarios,

When visiting dowtown Tilburg you discover a new restaurant. You notice the Auberge du Bonheur [brand name] signboard and the ANWB***plaque [quality mark] on the facade. Gazing through the window you notice that the other customers are dressed Casual [dress].The tables are covered with Placemats [interior].

Expectations on: on:

Service quality
1 overall 7 dimensions

Cost Category prototypicality

bistro atmosphere

Purchase intention
close friends business relatives

Cue values
Predictive values: relative importances in assessing quality (dimensions), cost, category membership, intention part-worths Discriminative values: extent to which the cue quality association is concentrated on a single quality dimension:
DV ci = maximum deviation of PVcid
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PV
D =1

cid

DVci is the discriminant value of cue c for subject i, and PVcid is the predictive value of cue c for subject i on each of the quality dimensions d.

Construct

F-Value

D.F

F-Prob Brand Name

Mean-Scores Dress .22a Interior .25a Quality Mark .34a

Predictive Cost Value Predictive Quality Values Overall Quality Empathy Ambiance Professionalism Reliability Service scapes Privacy Access Discriminative Value

4.90

3;440

.00

.19a

16.97 10.11 42.83 191.4 9.23 7.20 1.80 4.93 4.81

3;448 3;432 3;436 3;440 3;428 3;416 3;400 3;240 3;444

.00 .00 .00 .00 .00 .00 .15 .00 .00

.18a,b .21a .20a .12a .19a,b .22a .26 .32a .20

.19a,b .21a .18a .11a .22a,b .22a .23 .20a .16a

.28ab .33a .43a .15a .29b .33a .28 .22a .17a

.35a .25a .20a .62a .30a .23a .22 .26 .22a

Construct

F-Value

D.F.

F-Prob Brand Name

Mean-Scores Dress Interior Quality Mark

Prototypicality Value

Bistro Atmosphere Preference Value Friends Business

27.35 48.41

3;444 3;448

.00

.20a .17a,b

.25a .23ab

.36a

.20a .22a

.00

.39a

14.10

3;448

.00

.17a,b .14a,b,c

.33a

.26ab .38a

.23a .20a,bc

47.11 3;448

.00

.28ab

Tukey's HSD; superscript versus subscript indices indicate significant differences between cue value means at p=.05. Table 1. Estimated Cue Values (ANOVA)

Results
Quality marks and interior have the highest, and brand name the lowest predictive value in assessing restaurant quality Quality marks also have the highest discriminant value, and interior and dress display the lowest Interior has the highest prototypical value Differences in purchase intention value for the two usage situations are apparent

Implications
Prototypical cues (i.e. dress) should be stressed:
First Systematically

Discriminant cues (i.e. quality mark) should be used for:

Brand positioning Best choice

Judgement A
John is jaloers, koppig, impulsief, kritisch, vlijtig, en intelligent. Over het algemeen genomen, hoe emotioneel denk je dat John is? (omcircel een number) 1 2 3 4 Helemaal niet emotioneel 5 6 7 8 9 Heel erg emotioneel

Judgement B
Jim is intelligent, vlijtig, kritisch, impulsief, koppig en jaloers. Over het algemeen genomen, hoe emotioneel denk je dat Jim is? (omcircel een number) 1 2 3 4 Helemaal niet emotioneel 5 6 7 8 9 Heel erg emotioneel

Research Question
What influences how much of the product the consumer uses?
Judgments about product effectiveness Supply on hand

Study 1-Design 1Objective: To investigate whether the supply of the product,

the container, and the fill level of the container influence the amount of a product consumers use (sample: 75 University employees)
1000 ml

full Half-full One-fourth full

Transparent containers
500 ml

full Half-full

Cleaning power was rated as equally strong across containers size

Study 1-Results 1Full Large bottle 146 ml

1000 ml

Half-full

Quarter- full

97 ml
500 ml

121 ml
250 ml

Small bottle 87 ml
500 ml

136 ml
250 ml

First ANOVA Container size*fill level) Significant container size by fill-level interaction

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Study 1-Results 1Full Large bottle 146 ml

1000 ml

Half-full

Quarter- full

97 ml
500 ml

121 ml
250 ml

Small bottle 87 ml
500 ml

136 ml
250 ml

First ANOVA Container size*fill level) Significant container size by fill-level interaction

Second ANOVA Container size*volume of liquid Significant main effect for volume of liquid

Results Discussion
Qt poured
Contrast Effect Large supply leads consumers to use more, so that the amount poured does not seem so small Assimilation Effect Supply and acceptable range of amounts to be used are perceived as similar

High

Moderate

Small

Supply on hand

Study 2
Objective: To find out whether usage decreases
with supply

Sample: 30 University employees; 15 subjects

per cell.
1000 ml

Two-thirds full One third full

Transparent container Large bottle

Two-thirds full (667 ml) 137 ml

One-third full (333 ml) 85 ml

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Results Overview
Available supply influences the amount consumed on single-usage occasions A necessary and sufficient condition for supply to influence usage appears to be that the amount available be visually assessable Usage decreases as the supply diminishes

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Wie stuurt wie?

Het bedrijf, de regels, de chef, collegas de klant .. Centraal in dienstverlening staat: werkdruk ofwel Role Stress Twee soorten stress: Role ambiguity: het ontbreken van de juiste informatie Role conflict: spanningsveld tussen de eisen van de organisatie en die van de klant

Empirisch Onderzoek
formalisatie empowerment bevoegdheid empowerment vaardigheid leiderschap informatie leiderschap werksfeer

-0.44 role -0.21 conflict 0.40

0.21 0.32
werknemer tevredenheid

wat
technische kwaliteit

0.44 0.38
functionele kwaliteit

-0.36 -0.23 role ambiguity -0.32

hoe 0.37

groep cohesie

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Who Conducts Consumer Research?

Types of Consumer Researchers

In-house Marketing Research Departments External Marketing Research Firms Advertising Agencies Syndicated Data Services Retailers Research Foundations/Trade Groups Government Consumer Organizations Academics and Academic Research Centers

Formule

aandeel 2005

aandeel 2006

groei

Albert Heijn C1000 SdB Jumbo Plus/Spar Sligro Hoogvliet

26,4% 14,8% 8,0% 3,4% 6,4% 1,7%

27,5% 14,6% 7,6% 4,2% 6,9% 2,0% 'bijna 2,0 %'

+ 1,1% - 0,2% - 0,4% + 0,8% + 0,5% + 0,?% + 0,?%

Marktaandelen supermarktketens

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Primary Versus Secondary Data

Primary Data : Data originating from a researcher and collected to provide information relevant to a specific research project. Secondary Data: Data collected for some other purpose that is subsequently used in a research project.

Marketing Implications of Consumer Behavior

Developing a Customer-Oriented Strategy
How Is the Market Segmented?

Typen Segmentatievariabelen
Objectief Algemeen niveau Inkomen Leeftijd Opleidingsniveau Woonplaats/postcode Gedragspatronen Subjectief Levensstijl Persoonlijkheid Instrumentele waarden Eindwaarden Interesses/opinies Perceptie Attitude Domeinspecifieke waarden Merktrouw (attitude) Preferentie Evaluatie

Domeinspecifiek Gebruiksfrequentie niveau Substitutie Complementariteit Waarneembar gedrag Merkspecifiek niveau Merktrouw (gedrag) Gebruiksfrequentie Handelingen Merkkennis Koopintentie

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Marketing Implications of Consumer Behavior

Developing a Customer-Oriented Strategy
How Is the Market Segmented? How Profitable Is Each Segment? What Are the Characteristics of Consumers in Each Segment? Are Customers Satisfied with Existing Offerings?

Mobils Segmentation Study

Marketing Implications of Consumer Behavior

Selecting the Target Market Positioning
How Are Competitive Offerings Positioned? How Should Our Offerings Be Positioned? Should Our Offerings Be Repositioned?

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Indulging emotions
Mini
Agressive Impulsive

Jeep
Arrogant

Alfa.Romeo
Young

Smart
Energetic Lively Original Fun Spontaneous Fminin

Land.Rover Bmw
Masculine

Honda Lancia
Gentil

Social affirmation

Autoritarian

Renault Volkswagen
Sophisticated Elegant

Social Integration
Peugeot
Naive Dumb

Audi
Classy

Chevrolet Capable Jaguar Strict Chrysler Saab .Volvo Mercedes Rover

Serious

Toyota Mitsubishi Opel Ford

Citron
Superficial

Seat

Simple

Shy

Mazda Nissan
Calm Characterless

Kia Suzuki Fiat Hyundai

Trivial

Weak

Positioning Map
Multi Dimensional Scaling

Controlling emotions

Skoda

Daewoo

Marketing Implications of Consumer Behavior

1.

Developing Products or Services

What Ideas Do Consumers Have for New Products? What Attributes Can Be Added to or Changed in an Existing Offering? What Should Our Offering Be Called? What Should Our Package and Logo Look Like? What About Guarantees?

Marketing Implications of Consumer Behavior

2.

Making Promotion (Marketing Communications) Decisions

What Are Our Advertising Objectives? What Should Our Advertising Look Like? Where Should Advertising Be Placed? When Should We Advertise? Has Our Advertising Been Effective What About Sales Promotion Objectives and Tactics? When Should Sales Promotions Happen? Have Our Sales Promotions Been Effective? How Many Salespeople Are Needed to Serve Customers? How Can Salespeople Best Serve Customers?

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Marketing Implications of Consumer Behavior

3.

Making Pricing Decisions

What Price Should Be Charged? How Sensitive Are Consumers to Price and Prices Changes? When Should Certain Price Tactics Be Used?

Deal Effect Curve

Marketing Implications of Consumer Behavior

4.

Making Distribution Decisions

Where Are Target Consumers Likely to Shop? How Should Stores Be Designed?

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