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consumer behavior - NTNU
What is meant by "Ongoing Search"?
(important!)
consumer behavior - NTNU
Why should a company think about market segmentation?
Q&A session:
Market Segmentation:
= dividing a market into subsets of consumers with common needs or characteristics
3 major strategic tools of Marketing (book):
consumer behavior - NTNU
Regarding perception, we are talking about three different aspects. What aspects?
(There are 3 aspects of perception. What 3?)
perception definition:
process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world
3 aspects of perception:
⇒ selecting and organizing based on different criteria
consumer behavior - NTNU
What is a reference group?
In a consumer setting, any group or person that serves as a reference point is considered a reference group.
Membership Groups:
A group you are, or can be a member of.
→ e.g. football team, amateur wine club
Symbolic Groups:
A group you are not and cannot become a member of, even though you act like members of the group.
→ e.g. the national football team, the professional wine club
⇒ reference groups make up the frames of reference that the consumer complies to in a variety of situations
book definition:
"A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes or behaviour."
consumer behavior - NTNU
Give some examples of reference groups.
(Chap. 11-12, 3)
normative reference groups:
reference groups influencing general or broadly defined values or behavior
e.g. family
comparative reference groups:
direct reference group:
indirect reference groups:
consumer behavior - NTNU
What is "social mobility"?
ability to move up (or down) the social ladder
Definition (Google):
Social mobility is the movement of individuals, families, households, or other categories of people within or between social strata in a society. It is a change in social status relative to one's current sociallocation within a given society.
consumer behavior - NTNU
Another learning theory is Modeling or Monitoring. Explain.
Modelling and Observational Learning:
A process by which individuals observe the behavior of others, remember and imitate it.
⚡ no information in the book/ slides besides the definition above!
consumer behavior - NTNU
What is an "Opinion Leader"? Explain.
definition:
"A person who informally gives product information and advice to others."
Profile of Opinion Leaders:
Opinion Leaders are...
Information seekers seek a "strong-tie" source when they know little about a topic, and "weak-tie" when they have some knowledege.
Opinion Leadership:
Process by which one person (= opinion leader) informally influences the consumption actions or attitudes of others who may be opinion seekers or opinion recipients.
→ opinion leaders
→ opinion seekers
→ opinion recipients
⇒ related to word of mouth?!
Examples of Opinion Leadership:
consumer behavior - NTNU
What is the meaning of Word of Mouth?
how people talk about / verbally promote your product
→ related to opinion leadership?!
⚠︎ word of mouth may be uncontrollable (complaint handling)
→ w. r. t. the communication process: the message initiator (source) includes word of mouth
⚠︎ issues with the credibility of (informal) sources
"Perhaps the most important thing for marketers to understand about word of mouth is its huge potential economic impact" (Shiffman, Kanuk & Hansen, 2012)
Word-of-Mouth Communications (book definition):
"Informal conversations between friends concerning products or services."
consumer behavior - NTNU
Segmenting by age group has been common over the years, but might today have some disadvantages. Explain.
No more age limits for what one can and cannot do
consumer behavior - NTNU
Over the years, there have been several attempts to use personality traits to segment groups with limited success. Explain.
→ "Segmenting is difficult, and some marketers are trying to record personality traits. Is that a good idea?"
classifying personal traits & using them for marketing is almost hopeless
personality definition:
the inner psychological characteristics that both determine and reflect how a person responds to his or her environment
→ difficult to utilize in marketing
consumer behavior - NTNU
What is "Weber's Law?"
there is a lot of background noise
→ if you want to stick out you have to be above average
book defintion:
A theory concerning the perceived differentiation between similar stimuli of varying intensities; that is, the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
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