Prof.

Jean-Pierre HELFER
IAE Sorbonne Paris
Consumer behavior and the
digital buyer
MMSS
December 2022
 Why Consumer behavior is so useful ?

STIMULI(your
company) PURCHASE

NO PURCHASE

 your client A

 your client B
 Course objective

• Understanding
consumer behavior for
managing successful
decisions
 REVENUS BRUTS MENSUELS
CONTENT
DES CLASSES ECONOMICO-
SOCIALES
• Part 1 : consumers? marketing? marketing
research ? Foundations ; CB trends
• Part 2 : The consumer as an individual :
perception, learning, the self, personality,
• Part 3 : Consumers in their social and
cultural settings : groups, social class,
family, culture
• Part 4 Decision making, buying, using,
sharing economy
• Conclusion : marketing, ethics, CSR,
sustainable development
 PART. 1

CONSUMER BEHAVIOR:
FOUNDATIONS
 Foundations of consumer behavior

• 1 Consumers ?
• 2 Marketing and consumer behavior?
• 3 Marketing Research ?
• 4 Consumer behavior trends ?
1 CONSUMERS
Two Consumer Entities
 DON’T FORGET

• The digital buyer is a consumer

• The Shopper is a consumer

 2 MARKETING AND
CONSUMER BEHAVIOR
 Marketing Concept

The essence of marketing consists

of satisfying consumers’ needs, creating value,
and retaining customers.
links between 2 perspectives
Impact of Digital Technologies
 What is Consumer Behavior?
The study of the processes involved when
individuals or groups select, purchase, use, or
dispose of products, services, ideas, or
experiences to satisfy needs and desires.
 Consumer Behavior

• Who buys?
• Why?
• When?
• How?
• What about after the process?
 Characteristics affectingConsumer Behavior

• Culture
• Social class
• Family
• Age
• Personality
• Motivation
• Learning
• ………..segmentation criteria !
Bases for Segmentation
Consumer Research Process
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The Consumer Research Process
DES CLASSES ECONOMICO-
SOCIALES
• Secondary data

• Primary data
– Qualitative : in-depth interviews, focus
groups
– Quantitative : survey, observation
Secondary Data
 Secondary Research
• Internal secondary data
• External secondary data
 Government secondary data
Periodicals
 Syndicated market research
 Consumer panels
AND INTERNET
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Types of Secondary Data
DES CLASSES ECONOMICO-
SOCIALES
Internal Data External Data
• Data generated in-house • Data collected by an outside
organization
• May include analysis of
• Includes federal
customer files
government, periodicals,
• Useful for calculating newspapers, books, search
customer lifetime value engines
• Commercial data is also
available from market
research firms
• AND INTERNET, SOCIAL
MEDIA
 Secondary Data
ADVANTAGES
• May provide solution
• Helps clarify and redefine
objectives of the primary
study
• Helps identify difficulties
that are likely to occur in
full-scale study
• Cheaper and quicker than
primary data
LIMITATIONS
• Categorization of units
may not match what
researcher seeks
• It may not be accurate;
errors may have been
made in data collection
and/or analysis
• Data could be out of date
 REVENUS BRUTS MENSUELS
The Consumer Research Process
DES CLASSES ECONOMICO-
SOCIALES

•Primary data
– Qualitative : in-depth interviews, focus
groups
– Quantitative : survey, observation
 Qualitative Research
• Rejects idea that consumers are rational decision
makers
• Motivational researchers – consumers either
unaware/unable to express motives
• Small sample sizes – not generalizable
to population
• Ideal for initial ideas
(promotional campaigns, products, positioning)
 REVENUS BRUTS MENSUELS
Qualitative Methods : In-Depth
DES CLASSES ECONOMICO-
Interviews
SOCIALES
• Also called one-on-one interview
• Usually 20 minutes to 1 hour
• Nonstructured
• Interviewer will often probe to get more
feedback (see following slide for probing)
• Session is usually recorded
 Qualitative Methods : Focus Groups

• 8-10 participants
• Respondents are recruited through a screener
questionnaire
• Lasts about 2 hours
• Always taped or videotaped to assist analysis
• Often held in front of two-way mirrors
• Online focus groups are growing
 Qualitative research :discussion Guide

A step-by-step outline that sets out the

line of questioning the researcher needs
to cover with the respondent in a depth
interview, or a group of respondents
in the case of a focus
 Quantitative Research
• Acceptance of products, brands,
promotional messages
• Capture satisfaction/unmet needs
• Predict future needs or behavior
• Experimentation, surveys, observation
• Descriptive and empirical; can be
generalized if appropriate sample
 Quantitative Research

• Observation

• Survey
 Quantitative Research : Observation

• Human observation
• Mechanical observation
• Physiological observation
 Quantitative Research: Survey
• Mall intercepts
• Telephone interview surveys
• Mail surveys
• Email surveys
• Internet surveys
4 CONSUMER BEHAVIOR
CURRENT TRENDS
 CONSUMER BEHAVIOR TRENDS 2022
(SOURCE EUROMONITOR)

• Back up planners : supply chains issues

• Climate changers : green, lowcarbon will stay
• Digital seniors : from resistance to reliance
• Financial aficionados : democratized money mngt
• The green life refresh : passion and purpose
• The metaverse movement : 3 D digital ecosystems
• Pursuit of preloved : second hand, peer-to-peer
• Rural urbanities : best of both worlds
• Self love seekers : individuality, authenticity
• The socialization paradox : divided return to post crisis
 CONSUMER BEHAVIOR TRENDS
• More informed
• More powerful
• More connected
• More HENRY(higher earners not yet rich)
• More user than owner
• More real time addict
• More personalization
• More on his(her) guard
• More responsible

• Simplicity - Authenticity
 SHOPPERS TRENDS
• Build my magic box

• Shopping is about happiness

• Shopping is about me

• My store is many store

• My store is human

• My store is digital

• Massification
 TRENDS IN VIETNAM
• Explosion of modern trade
• C to C more popular
• Traditional trade is still dominant
• Competition is stronger
• E-commerce is booming ( use 80%, clothes first)
• Similarities, differences large cities/rural areas,
north/south
• Sources of information ( family first 65%)
• Use of celebrities
 FINALLY……
• ATAWAD

• Gifting behavior

• The consumer journey

• The digital buyer

• The nudge marketing

 GIFTING BEHAVIOR

A gift exchange that takes place between a giver

and a recipient. The definition is broad
in nature and embraces gifts given voluntarily,
gifts that are an obligation, gifts given
to (and received from) others and gifts to oneself
(“self-gifts”).
The digital consumer journey
 RECOMMENDATION : ALIGN YOUR DECISIONS
WITH THE JOURNEY

• 1 Prioritize objectives and

spending
• 2 Tailor messaging
• 3 Invest in consumer-driven
marketing
• 4 Win the in-store battle
• 5 Integrating all customer-facing
activities
 THE DIGITAL BUYER

• 1 RoPo research online purchase offline

• 2 RoPo research offline purchase online
• 3 RoPo research offline purchase offline
• 4 Click and reserve
• 5 Click and collect
 NUDGE MARKETING

Compelling consumers to behave in a desired manner by

“nudging” them with a marketing message that straddles the
delicate balance of not being too soft and subtle nor being too
heavy handed and forceful.
 The Buying Process
Internal External
characteristics characteristics

Unfulfilled Goal or
needs, wants Tension Drive Behavior/ need
and desires Decision fulfillment

Tension reduction