PRE-MSc MARKETING

Class 2

Consumer Behavior
Marketing research (part 1)

Jean-Pascal Albertini
Associate Professor Marketing department ESSEC
The strategic diagnostic
The SWOT diagnostic
Objectives and how to use it
For a marketing plan

Its a synthesis of all the information collected and provide a

high level view of them

External environment
Internal situation

That will help to formulate a strategy

In order to reach the objective of a company

 The SWOT diagnostic

Internal Diagnostic Internal Diagnostic

STRENGTHS : Internal factor that may
help the company to reach its targets
WEAKNENESSES : Internal factor that
may prevent the company to reach its
targets
OPPORTUNITIES : Circumtances or
external factor that may be used to
improve its performances
THREATS : Circumtances or external factor
that may potentially impact companys
performances if not mitigated

Could be : Linked to Environment:

The company itself Political
The Group Economical
Products and Brands Sociological
Tehnological
Legall
To be ranked based on : To be ranked based on :
Importance Importance
Distinctive aspect Probability of occurence
 General objectives:

Strengths Weaknesses

Company: Brand:

Brand: Product:

Opportunities Threats

Competition:
 Diagnostic analysis
External analysis
Opportunities Threats

How to use of ones strengths to How to use of ones strengths to

take advantage of opportunities? minimize the impact of threats?
Internal analysis

Strengths

How to minimize the impact of How to control ones weaknesses

ones weaknesses on ones ability to minimize the impact of
Weaknesses to seize opportunities? threats?
The consumer behavior
The consumer behavior
Marketing can only oberve attitudes and rarely understands the buying
process

For some products with impulse buying, there is not a specific buying process

Perception is not usually rational

A good marketing message is understood in the same way by everybody

The most important for marketing is to understand how the buyer is thinking,
not the consumer

A product, even if very well perceived, is not necessary bought

 The individual buying process
1. Need recognition
Motivations and deterrents

Perception :
A process of 2. Information search
selection, Perception of offers
organization
and Attitude formation
interpretation
of the 3. Evaluation of the alternatives
information.
Plays a role of Preference formation
filter. Buying intention

4. Purchase decision

5. Post-purchase evaluation
Framing effects

68% 16%

0% 0%

32% 84%
What is an attitude?

A positive or negative predisposition toward an object.

A cognitive component: what we know about the attitude

object
An affective component: how we feel about the attitude
object
A conative component: what we intend to do
How do attitudes change ?

Communication Past experience

impersonal / interpersonal with the attitude
corporate / independent object

Previous
attitude Perception

Interpretation

Attitude
The individual buying process
1. Need recognition
Motivations and deterrents

2. Information search
Perception of offers
Attitude formation

3. Evaluation of the alternatives

Preference formation
Buying intention

4. Purchase decision

5. Post-purchase evaluation
 What brand will be chosen?

Miele Whirpool Indesit

Vedette

Brand Price Aesthetic Consumption After sale

service
Vedette 7 7 3 5
Whirpool 5 8 4 5
Miele 2 9 7 5
Indesit 7 2 3 6

Importance 9 2 3 6
Threshold 5 7 4 5
Simple compensatory model Miele (23)
Weighted compensatory model Vedette (116)
Conjunctive model with threshold Whirlpool
Lexicographic model Indesit
Strategic implications

Increase the importance of an attribute

Strenghten the brand-attribute relationship

Add a new attribute

Influence the evaluation of competing brands

 A state of motivation or interest, created by
Involvement an object or a specific situation , situational
or enduring

INTEREST
Personal interest for the product category

RISK IMPORTANCE SIGN

Negative consequences of a Value of sign attached to
bad purchase the product

PROBABILITY OF ERROR PLEASURE

Perceived probability of making a bad Hedonic value of the product
purchase

from Laurent & Kapferer

Perception is already an Interpretration

Pre-MSc Marketing 2015-2016 P.17

What do you
see here ?

Pre-MSc Marketing 2015-2016 P.18

The individual buying process
1. Need recognition
Motivations and deterrents

2. Information search
Perception of offers
Attitude formation

3. Evaluation of the alternatives

Preference formation
Buying intention

4. Purchase decision

5. Post-purchase evaluation
Satisfaction

Definition : An emotional state, based on a

comparison, which results from the evaluation of the
total purchase and consumption experience with a
good or service (Anderson, Fornell & Lehman, 1994).
Ideal service
Expected service
Correct service

Consumer expectations
Consumer
Gap satisfaction/
dissatisfaction
Perceived performance

Oliver R.L. (1980), A cognitive model of the antecedents and consequences of

satisfaction decisions, Journal of Marketing Research, 17, 4
Loyalty
Active loyalty
Passive loyalty
Forced loyalty

Cognitive
Attitudinal loyalty
elements (affective preference
for a brand) -Search for additional
information
- Resistance to
Satisfaction
competing offers
Behavioral loyalty - Recommendation
(repeated purchases)

Switching
costs

Source : Dick & Basu (1994)

The explanatory factors of
consumer behavior
The explanatory factors of consumer behavior

Socio-cultural level

Interpersonal level

Individual level
Needs, motivations
Perceptions
Attitudes

Firm, Family,
Membership groups

Culture and subcultures

(social classes, ethnic groups, lifestyle etc.)
The different roles in a consumption situation

Initiator

Prescriber Informer

Decision
maker
Payer Buyer

User