INDIVIDUAL

CONSUMER
DYNAMIC
Studying consumer behaviour:

• Analysing behaviour and everything

that influences behaviour?
• But still using a holistic view!
•Making the complexities possible to
grasp by taking one step at a time!
• Looking at consumers from different
perspectives: as a marketeer, as a
distributor, from a shop perspective,
from a customer perspective and from
the regulator/government perspective!
• The goal is to become better thinkers
concerning consumers and customers!
 Is Marketing difficult?
• For one sucessful product you need
around 80 ideas to test and you need to
launch 2 products.
• Yes, it is difficult and costly!
• Why is it so difficult and can we do
anything about it?
 The Human Side of Marketing
• Knowing what goes on in
the consumers mind is very
difficult to know and to
forecast consumer
behaviour is even harder!
• Today we satisfy most of our
primary needs. Our
consumption is of higher
needs, i e concerns more
complex needs.
• We can not study humans in
the same manner that we
study machines or animals.
Surveys or experiments! • Maslow 1943
Reasons:
• Changes in competition, from
sellers to buyers market
• We have gone from satisfying
primary needs to satisfying
more complex needs
• Changes in the IT systems
• Better quality in marketing
research and developments in
consumer behaviour and
marketing research
 Motivation research

Ernst Dichter, Motivation Research Inc.

• The Cake Mix study 1950
• Depth interviews and antropological
studies
 One-factor models
• The study of individual phsychologicl and
sociological factors and the relationship to
buying or not buying a product
• Example – The car industry
– Who reads ads for cars?
– Cognitive dissonance!
 Multivariate techniques
• From bivariate to multivariate analysis
– Univariate analyses
– Bivariate analyses
– Multivariate analyses
• Using mixtures of scales in analyses
• Finding patterns through the use of
factor analysis
 Links to Methodology in Marketing
• Marketing research:
– 20% experiments (good for causal studies)
– 80% surveys (not good for causal studies)

• The usual and sometimes a bit boring type of

marketing research
– Survey
– Descriptive studie,How many? When? Where? etc
– Cross-section study
– Statistical study with a sample
– Standardised questionnarie with ”X in the box”
– Crosstabs and percentages
The Wheel of Consumer Behavior
Thank You