Trabalho de Bartosz Wisniewsky e Samuel Vicente.
Derivado ao facto do grupo de trabalho ter alunos de ERASMUS, a sua apresentação foi feita em inglês.
Exemplo video do Comportamento do consumidor apresentado:
What is a Market Study?
An analysis of activities in a market in regard to such influences as location, demand, and competition which may or may not affect the value of property.
Kind of Information
- External characteristics of consumers
- Public behaviour
- Buyer decision processes
External characteristics of consumers
Usually are used the inquests to get some info about:
- School Level
- Who is the consumer?
- Who is the buyer?
- Where do you buy?
- What are the habits of watch the news?
- Brand Image
- Evaluation Attitude
Buyer Decision Processes
- Motivations of the buyers
- Choosing criteria
- Degree of involvement
- Degree of premeditation
- Information Sources
Surveys – Kind of Questions
- Open-ended questions
- Closed-ended questions
- Multiple response questions
- Scales of attitude
Surveys – Types of Surveys
Main types of consumer surveys:
Habits and attitudes;
- Qualitative surveys
New trends in market studies
- On-line surveys
What is a consumer behaviour?
The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Behavior occurs either for the individual, or in the context of a group or an organization.
Consumer behavior involvehttp://www.blogger.com/img/blank.gifs the use and disposal of products as well as the study of how they are purchased.
Consumer behavior involves services and ideas as well as tangible (concrete) products.
The impact of consumer behavior on society is of relevance.
Four main applications of consumer behavior
1) marketing strategy
2) public policy
3) social marketing
4) making us better consumers
Segmentation, targeting and positioning
Information Search and Decision Making two interesting issues in decisions are:
1) Variety seeking - consumers seek to try new brands not because these brands are expected to be “better” in any way, but rather because the consumer wants a “change of pace”
2) “Impulse” purchases - unplanned buys.
- The aspirational reference group
- Associative reference groups
- Dissociative reference group
- Factors in perception
- Weber’s Law
3.0 --> 2.7 --> 2.5 --> 2.3 --> 2.15 –> 2.0
- Surprising stimuli
- Subliminal stimuli
Diffusion of Innovation Attitudes