week 10: consumer behaviour Flashcards
marketing has two primary schools of thought
- marking management
- consumer behaviour
history of marketing
Economic exchange of goods and services
Exchange theory
Relationship marketing
consumer behaviour
Consumers decision-making processes associated with the marketing activities of an organization
What consumers think about the marketing plan you have made
sport consumer behaviour
People attend sports events as spectators; consume sport through a variety of mediums; purchase merchandise representing teams, leagues, and countries; consume concessions at the game and matches; and discuss it with family, friends and complete strangers; among many other behaviours
decision making process includes
- problem recognition
- information search
- alternative evaluation
- purchase
- postpurchase
problem recognition
The consumer has an idea of their decision
They are evaluating where they are in the lifestyle and what they want and need
information search
contains two sources, internal and external
information search: internal searches
sources within the individual
It is actively required → things that you are actively trying to gather or fix could be like past experiences
Passively required → taking the knowledge that you have in the past and then applying it to the future, or creating your internal information
information search: external sources
anything outside of the individual, something they are not creating themselves
Actively required
Ie. trying new things (like going to the mall and trying out a new bell)
Independent sources → doing a Google search
Personal contacts → asking your friends who have various types of the product you are searching for
two parts from alternative evaluation
- benefits obtained
- cost of search
alternative evaluation: benefits obtained
Financial → Maybe there is a sale or a promotion, you are getting something else out of purchasing the product
Psychological → does one option make you feel happier than the other
Physical → is one location better than the other, does it feel better
Product → does one product have better reviews than the others
4 parts of the benefits obtained for alternative evaluation
- financial
- psychological
- physical
- product
alternative evaluation: cost of search
Out-of-pocket expenses → What financial obligations do we have
Time → does it take more time to get to this service
Activities missed → if it is taking you so long to get to a service that you can’t do other activities that you want
3 parts of the cost of search for alternative evaluation
out-of-pocket expenses
time
activities missed
the consumer escalator
goal: get the consumer up the escalator
how do you reach the potential of the consumer escalator?
Experiences
Satisfaction
Value
Value co-creation
consumer experiences
mental states in response to a stimulus, a central element of evaluation of their engagement with the program offers
two reasons for consuming
- autotelic actions
- instrumental actions
autotelic actions
Activity as an end in itself
Actions for the sake of the activity
Engaging with an activity, the sport or the service. You are doing the activity for yourself, meaning you are doing it because you like doing sports
instrumental actions
Activity is a means to a further end
Using sports to achieve another outcome
Why do parents enroll their children in sports, because they want their children to make friends in it, or stay physically active
satisfaction
Consumers have a set of expectations before an experience
Experience meets or exceeds expectations = satisfaction (more likely to move up the consumer escalator)
Experience does not meet expectation = dissatisfaction (consumer is more likely to move down the escalator)
Expectations → subjective
Consumers expect to receive value from a product or service
values
Consumers evaluation of their experience with the firm’s offering
Value propositions
Want to create a specific value proposition because this is what attracts consumers
We can attack people who would be satisfied with our experiences
two things that go into values
- good-dominant logic
- service -dominant logic
good dominant logic
Goal: efficient production
You use a product and get the value of it
Used particularly around necessities, like cars
Not so popular now, more of an old thing
service - dominant logic
Value → embedded within the exchange
Value → determined by the consumer
Goal: develop relationships
The interaction between the producer and consumer
Very much what most organizations are using now
value co-creation
Collaboration between the organization and the consumer indicates that value is co-created between the providers and participants
Main point → that it’s the organization and the consume
two parts of value co-creation
- co-production
- value in use
what is co-production and how many parts?
All about the design of the experience
Thought of a pre-experience or leading up to the experience
3
knowledge
equity
interaction
knowledge in co-production
is the organization giving the consumer enough information to participate in the experience. Does the consumer know where to go? What rules are they using?
equity in co-production
does the consumer think values are being heard in the design of the experience? Does he feel that the organization knows about his skills and abilities
interaction in co-product
is there an interaction between the consumer and the organization
what is value in use and what are the parts of it?
During the experience
experience
personalization
relationship
experience (value in use)
engaging with the core product or experience. Is the organization producing the right equipment, the right facility etc. is the level that the consumer was put into appropriate?
personalization (value in use)
were they made to feel that the experience was made for them? Were they given the right coaches, staff etc.
relationship (value in use)
does the consumer feel like they can contact anyone from the organization? Do they think the organizatoin will respond if they do?
what do you need to remember about youth in sports when it comes to consumers?
there are two, parents and children, so there might be different experiences
model of participant consumer behaviour
- internal factors
- external factors
- participant decision making process
- situational factors
what are the parts of internal factors for the model of participant consumer behaviour?
- personality
- perception
- learning
- motivation
- attitudes
personality (for Model of participant consumer behaviour)
internal factor
if you are introverted you might not want to be a part of a team sport
perception (for Model of participant consumer behaviour)
internal factor
If you think the sport is cool you continue to do it
motivation (for Model of participant consumer behaviour)
internal factor
if you don’t want to be the worst at your sport so you are looking for a sport that you already know how to do
what are the parts of external factors for the model of participant consumer behaviour?
- culture
- social class
- reference groups
- family
social class (for the Model of participant consumer behaviour)
external factor
how expensive the sport is
culture (for the Model of participant consumer behaviour)
external factor
Culture is important → Swimming There ae lakes everywhere in Canada which makes swimming cultural because everyone pretty much does it. But in some places, it may not be as cultural
reference groups (for the Model of participant consumer behaviour)
external factor
people who are important to us, we want the opinions of the people we care about
family (for the Model of participant consumer behaviour)
external factor
if your family is involved in the activity
participant decision-making process
Helps with the co-creation experience
Helps also shape the post-participation experience
Problem recognition
Information search
Evaluation of alternatives
Participation
Post participation evaluation
situational factors
Additional factors that shape our decisions
Very important for co-creation and post-participation experience
- physical surrounds
- social surroundings
- task definition
- time
- antecedent states
physical surroundings (for situational factors)
Some organizations might have full control over the surroundings. Ie. a rec centre program. whereas, if you are a professional team you will have to control the surroundings
antecedent states (for situational factors)
what the participant is/was thinking or feeling before they made the experience
Psychological continuum modem (PCM)
Originally developed for sport spectatorship
Considers attitude, intention, and awareness, rather than actual behaviour change
Individuals can experience each level at various strengths and move freely between higher and lower levels
4 levels of connection for the PCM
- awareness
- attraction
3.attachment
4 allegiance
aware stage of the PCM
Marketing promotions, other people who care about the teams
People are mainly engaging through social events
Ie.. they are watching it on TV, they are aware the team exists, but they might not be actively trying to go to the game
If someone were to ask them their favourite team, they might say “Well I’m from Toronto, so the Leafs”
Extrinsic features, socializing agents, media
attraction stage of the PCM
extrinsic/intrinsic factors
Dispositional influences
Starting to be attacked by the team for their own personal living team
Consumers might seek out ways to engage
Follows the team on Instagram, knows their schedule, and then makes plans to go to a sports bar to watch the game
attachment stage of the PCM
Intrinsic features
Personal importance and meaning
When the success of the team or what they do has a personal meaning to the person
allegiance stage of the PCM
Intrinsic consistency
Intrinsic influences most
important
Die-hard fans
Your identity is one of the same as the team
cognitive dimensions of spectator experience
- aesthetics
- evaluation
- fantasy
- flow
- personalities
Aesthetics (cognitive dimensions of spectator experience)
Spectators appreciation of the beauty and artistry exhibited by the athletes executing the action
Do the consumers think it is visually appealing to watch the athletes?
evaluation (cognitive dimensions of spectator experience)
Spectators critically judge both the quality of the action and the athlete’s skill in their quest to win
Are these athletes skilled at what they do
Have to have the ability to judge the athlete and their sport
Fantasy (cognitive dimensions of spectator experience)
Spectators imagine that they are participating in the action on display
Ie. watching an elite sport and being like “Oh yeah i could be in the NHL”
The more likely someone can see themselves as a part of the sport, they will rank their experience higher
flow (cognitive dimensions of spectator experience)
Spectators feel intense absorption, loss of self-consciousness, and an altered sense of time
When time goes by fast because you are so absorbed in the experience that you lose track of time and awareness of what is going on around you
personalities (cognitive dimensions of spectator experience)
Spectators concentrate on those athletes who are the most well-known
Knowing a little about the players
Connecting to them
demonstration effect
a process by which people are inspired by elite sports, sports people, or sports events to participate in themselves
