Lecture 1 - Internal and external influences of consumer behaviour

Major actors on demand side of the market (before you start your research, be sure whom your respondent is & in which situation)
- Decision maker; buyer; consumer; client; financier; user
- AVOID STEREOTYPIZATION/ MIND OPERATIONALIZATION Through operationalization, you can systematically
collect data on processes and phenomena that aren't directly observable

Internal influences:
1. Psychological&physical (psychological needs, health condition, ability of sensorial
perceiving, ergonomic requirements)
2. Demographic determinants (gender, age, nationality, occupation, education level, stage of
family life cycle, race)
3.Psychological (needs, motivations, attitudes, emotions, values, perception, learning,
personality)

Abraham Maslow’s Hierarchy of Needs

Meta needs the highest level of need that comes into play primarily after the Basic needs
lower-level needs have been met

Self-actualization needs the realization of a person's Love&belonging needs

potential, self-fulfillment, seeking personal growth, and peak
experiences
Aesthetic needs appreciation and search for beauty, balance, form Security needs
Cognitive needs knowledge and understanding, curiosity, Psychological needs
exploration, need for meaning and predictability

Esteem needs (respect, status, recognition, freedom)

External influences:
1. Social, cultural&cross-cultural determinants (family&household, reference group, opinion
leaders, social status, norms&ethics, subcultures&ethnic groups)
2. Economic influences (consumption model, consumer movement, incomes, expenditures,
demonstration effect, saving habits, choice of goods, intensity of marketing activities)
3. Legal influences (intellectual property protection, personal data protection, consumer
rights)
APPEARANCES CAN BE DECEPTIVE (złudne)

Lifestyle (&Values) Research

ISC - Index of Status Characteristics
AIO - activities interests opinions
VALS 1&2 - value&lifestyle
EVS - European Value Study
WVS - World Value Service (online comparing countries analysis)
VALS - offline and online data sources including demographics, lifestyle, purchase and media
behaviors to develop an actionable portrait of today’s consumers

Lecture 2 - Consumer decision making process

A basic model of decision-making process: need arousal->information search-
>evaluation&selection->purchase->post purchase evaluation (and then feedback)
- Consumer - an object of manipulation (smell of the store, celebrity endorsements,
influencers)
- Congruent endorsers perform better than incongruent
Types of consumer decisions (time+level of involvement)
Habitual decisions Deliberate decisions Impulse decisions
Repetitive Judicious (rozsądny) Unplanned
Programmed Impulse buying (quasi -
Routine impulse) suggested
decision, reminded
decision, planned impulse
decision

Role of participants in the process

- Wife dominant
- Husband dominant
- Automatic
- Syncretic
- Influencer, Consumer (child)
- Purchaser (parents) or decision - maker
Gatekeeper - person who conducts info search and controls the flow of info
Dissonance occurs when a consumer receives new info concerning a belief that conflicts
with the original belief

Risk - an action that jeopardizes something of value; possibility of danger, loss, other
adverse consequences consumer, buyer, client risk (sales; “healthy trends”; loans)

Types of perceived risk/uncertainty

1.Performance/functional: Will it do what it is supposed to do?
2.Psychological: Will I feel good using it?
3.Financial: Is it worth my money?
4.Social: Will my family approve it?
5.Physical: Is it safe to use?
6.Time: How long will I be looking for it?
Risk reduction methods
Consumer Producer
Information seeking Warranties(gwarancje)
Brand prestige/loyalty Certificates + rewards
Making rational decision Money-back guarantees
Collective decision Tests results
Reliable info
Competent salesmen
Lecture 3 - Brands&Branding - Consumer perspective
- Color enables brand recognition
- Color evokes emotion (tiffany box - blue)
- Brand attributes

Consumer’s perception of brands with symbolic meaning

1. non-personal attributes (real/unreal) -which are being searched by a buyer e.g., water ad
2. Consumer’s imagination about a brand user
3. Attributes of living characters (persons, animals) which are expressed by a given brand

Scientific research
E. Dichter - the author of brand personality and image concept
S.J. Levy - research carried out on symbolic meaning of products
S. Fournier - research carried out on personified brand in relations with its consumer
J.L. Aaker - research carried out on dimensions of brand personality ( cola ad.)

Major roles played by a brand - tool enabling to move on to a “dream world”, ego
creator, “problem-solving”, friend helper, personality confidant

“When I make choices about different brands, I’m choosing to create an identity”

Brand Loyalty Ladder

Prospect->customer->client->supporter->advocate->partner
Brand equity
Awareness->acceptance->trial->preference->loyalty

Lecture 4 - Role of Qualitative Marketing Research

QMR - discover the real reasons of people’s behavior which are not expressed directly/
helps to understand & interpret
QMR comprises a small sample of respondents = the results cannot be representative in
statistics
“Let’s find out what is in a consumer’s mind”
1. generating new product/ service
2. getting preliminary reactions to new product
3. pretesting questionnaire
4. defining problems in detailed way
5. gaining inside (learning the consumer’s point of view and their vocabulary)

Disciplines used in QMR: Psychology, Sociology, Anthropology, Semiotics, Economics

QMR methods:
- In-depth group interview = focus group interview (obtaining general background;
stimulating new idea)
- In-depth individual interview= semi-structured interview
 - Participant observation (in consumer natural environment)

Enabling techniques:
- Projective techniques = forced relationships; anthropomorphizing
- Researcher <- Respondent -> assistant
\ < _ > /
Other techniques:
- conceptual mapping (visual representations of information)
- 2-dimensional scaling
- laddering ( is an interviewing technique where a seemingly simple response to a question is
pushed by the interviewer in order to find subconscious motives)
- triangular interview (the first dimension is for functional skills, the second for values alignment,
and the third for potential)

Enabling techniques facilitates the process by making respondents feel more

comfortable in expressing their feelings
Projective techniques are indirect interviewing methods which enable participants to
project their thoughts, beliefs, and feelings onto a third party or task situation

Lecture 5 - Responsible & Conscious Consumers - Human Face of Business?

Symptoms of the “new economy”: Friedman’s “Money matters” - Yunus’s “People first”

HUMAN AS THE MAJOR ENTITY

1. Supply side of the market (Producer, supplier, middleman, owner)

2. Demand side of the market (Buyer, consumer, client, user)

The evaluation of the business fundamentals - micro level (partnership - relationship -

transaction)
TRUST - the key word in contemporary business

M. Feldstein – altruistic attitudes are of double character, depending on a donor’s intention:

gratuitous, pure altruism, impure altruism (Altruizm – zachowanie polegające na działaniu na
korzyść innych. Polega ono na dobrowolnym ponoszeniu pewnych kosztów przez jednostkę na
rzecz innej jednostki lub grupy, przeciwstawne zachowaniu egoistycznemu)

T. Veblen – actual motives of competitive and envious character may be detected in each
charity action

Hierarchy - priorities in order

Legal responsibility -> economic responsibility -> CSR (Corporate Social Responsibility)-
companies voluntarily consider social interests and environmental aspects in their activities

The General Assembly of the United Nations - 7 sustainable development values:

Freedom - Equality - Solidarity - Tolerance - Respect for nature - Shared responsibility

Lecture 6 - Contemporary Tendencies in Consumer Behavior - chosen aspects

Silent generation - dziadek irek

Baby boom generation - dziadek wojtek
Generation X - starzy
Millennials - wikson
Generation Z - me
Generation alpha - czesław

millennials - different dates 1978/1977/1976

Millennials Generation Z
Tech-savvy Tech-innate
Transparent Protective
Share things Make things
Now focused Future-focused
Optimists Realists
Want to be discovered Want to work for their success
Team-oriented Collective - conscious

The demographic downturn, societies are growing older = advertisement for older
(medicines, cosmetics, travel trips/ discounts for vacations) creating needs

Contemporary tendencies = children sometimes the foremost decision makers in purchasing

process, rising number of atypical households (LGBT couples)
WOM - word of mouth (most trustworthy source of info, influencers, ambient media)

 increasing role of intangible values

 expensive products replaced with cheaper ones, sometimes even luxurious - just to
be in a good mood (” lipstick effect”)
 saving is essential – but without deterioration of quality
 searching for cheaper offers in fashion - cheap is chic (discounts, outlets, price
comparisons, group purchases)
 comeback of consumer” barter”
 increased interest in DIY guidebooks (mainly in Internet)
 counteracting wastage – REgeneration (reduce, reuse, recycle)

Corporate Social Responsibility is a management concept whereby companies

integrate social and environmental concerns in their business operations and
interactions with their stakeholders
Gamification = Interactive video games that help professionals reach their full potential and
impact business performance.

ROPO = RESEARCH ONLINE PURCHASE OFFLINE + RESEARCH OFFLINE PURCHASE ONLINE

TECHCELERATION = RESULT OF THE COVID-19

Surveillance