MKTG3306 Lecture Notes - Lecture 9: French Wine, Consumer Behaviour, Crowdsourcing
Document Summary
Today"s agenda: consumer behaviour, market research (including crowdsourcing) Consumers are often not aware of why they behave the way they do. So why conduct market research: because innovation (nonetheless) occurs from a deep understanding of your consumers their problems, their needs, expressed or unexpressed, two things that marketers do: Innovation: coming up with a new world product: renovation: products are changed, tweaked etc. Marketers need to understand what makes people tick, what motivates them, and how they can be moulded and influenced. Interview with customers should not focus on what features customers would like, but rather on the results (outcomes) they want to achieve: consumers purchase not products but benefits (incl. hope) and utility. According to dichter (1947) marketers need to understand: why customers like or dislike a product, beyond ratio(cid:374)alisatio(cid:374), (cid:449)hat(cid:859)s the deeper reaso(cid:374)i(cid:374)g (cid:894)fear, lo(cid:455)alt(cid:455), traditio(cid:374)? (cid:895, urfa(cid:272)e ratio(cid:374)alisatio(cid:374) deeper reaso(cid:374)s, it provides ego-benefits. Is (cid:373)arketi(cid:374)g resear(cid:272)h that studies (cid:272)o(cid:374)su(cid:373)ers(cid:859) se(cid:374)sori(cid:373)otor, (cid:272)og(cid:374)iti(cid:448)e, a(cid:374)d affe(cid:272)ti(cid:448)e response to marketing stimuli.
