BM 230 Analyzing Consumer Markets Group 3 Ikea

7/24/2019 BM 230 Analyzing Consumer Markets Group 3 Ikea

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ANALY

ZING

CONS

UMER

MAR

KETS

Candido, Johannes

Miranda, Jeric ConweySanos, Jay!ee


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To be a bullfghter, youmust frst learn to be abull.

"Anony#o$s


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OBJECTIVES How do consumer characteristics infuence

buying behavior? hat ma!or "sycho#ogica# "rocesses infuence

consumer res"onses to the mar$eting "rogram?

How do consumers ma$e "urchasing decisions?

In what ways do consumers stray %rom ade#iberative& rationa# decision "rocess?


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C$%$ra%

'Cu#ture

'Subcu#ture

'Socia# c#ass

Socia%'(e%erence grou"s

')ami#y

'Socia# ro#es andstatuses

&ersona#'*ge

'Stage in the #i%e cyc#e

'Occu"ation

'Economic circumstances

'+i%esty#e

',ersona#ity

'Se#%'conce"t

'(AT IN)LUENCES CONSUMER *E(A+IOR


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H*T IS C-+T-(E?

)$nda#ena% deer#inan o- a .erson/s wansand 0eha!iors ac1$ired hro$2h socia%i3aion.rocesses wih -a#i%y and oher 4ey insi$ions5

Each c$%$re consiss o- s#a%%er s$0c$%$res5


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SU*CULTURES

Naiona%iies

Re%i2ions

Racia%

2ro$.s

Geo2ra.hic re2ions


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SOCI*+ C+*SSES

U..er $..ers

Lower $..ers

U..er #idd%es

Midd%e c%ass

'or4in2 c%ass

U..er %owers

Lower %owers

ithin a c#ass& "eo"#e

tend to behave a#i$e Socia# c#ass conveys"erce"tions o% in%erioror su"erior "osition

C#ass may be

indicated by a c#ustero% variab#es.occu"ation& income&wea#th/

C#ass designation ismobi#e over time


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SOCIAL)ACTORS

Re-erence2ro$.s

)a#i%y

Socia% ro%esand sa$ses


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RE)ERENCE GROU&S

(e%erence grou"s0embershi" grou"s,rimary grou"sSecondary grou"s*s"irationa# grou"s1issociative grou"sO"inion #eader


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)AMILY 6ISTINCTIONS A))ECTING*UYING 6ECISIONS

)a#i%y o- Orienaion

)a#i%y o- &rocreaion


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ROLES AN6 STATUS

(o#es

* set o% e2"ected behavior "atterns attributed tosomeone occu"ying a given "osition in a socia# unit

Status

a socia##y de3ned "osition or ran$ given to grou"s

or grou" members by others4"ermeates everysociety5


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&ERSONAL )ACTORS


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STAGES IN T(E )AMILY LI)ECYCLE


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MODEL OF BUYER BEHAVIOR


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KEY &SYC(OLOGICAL &ROCESSES

Moi!aion

&erce.ion

Learnin2 Me#ory


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MOTI+ATION

)re$d/sTheory

Behavioris guided

bysubconscio

usmotivation

s

(er30er2/s

Two")acorTheory

*eha!ioris

2$ided 0y

#oi!ain2and

hy2iene-acors

Mas%ow/s(ierarchyo- Needs

*eha!ior

is dri!en0y

%owes,$n#e

need


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MASLO'/S (IERARC(Y O)NEE6S

,hysio#ogica# 6eeds

.hunger& thirst/

Sa%ety 6eeds.security& "rotection/

Socia# 6eeds.sense o% be#onging&

#ove/

Esteem 6eeds.se#%'esteem/

Se#%*ctua#i7ation


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&ERCE&TION

Se#ective *ttention

Sub#imina# ,erce"tion

Se#ective (etention

Se#ective 1istortion

&ERCE&TION


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Se#ective *ttention

&ERCE&TION

Though we are e2"osed to a #ot o% brand communications& wecannot attend to a## these we screen most stimu#i out4a"rocess ca##ed se%eci!e aenion

&ERCE&TION


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&ERCE&TION

is the tendency to inter"ret in%ormation in a way that 3ts our"reconce"tions5 Consumers wi## o%ten distort in%ormation to beconsistent with "rior brand and "roduct be#ie%s and e2"ectations

Se#ective 1istortion

Hey Steve&

Samsungcom"ared to*""#e is better

O% course 1avid&*""#e is better

&ERCE&TION


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&ERCE&TION

0ost o% us don8t remember much o% the in%ormation to whichwe8re e2"osed& but we do retain in%ormation that su""orts ourattitudes and be#ie%s5 e8re #i$e#y to remember good "ointsabout a "roduct we #i$e and %orget good "oints about com"eting

"roducts

Se#ective (etention

7

&ERCE&TION


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&ERCE&TION

mar$eters embed covert& sub#imina# messages in ads or"ac$aging5 Consumers are not conscious#y aware o% them& yetthey a9ect behavior5

Sub#imina# ,erce"tion

LEARNING


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Learnin2describes changes in anindividua#8s behavior arising %rome2"erience

Learnin2 heory teaches mar$eters

that they can bui#d demand %or a"roduct by associating it with strongdrives& motivating cues and "roviding"ositive rein%orcement5

LEARNING

0E0O(:


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0E0O(:


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TEST

YOUR

MEMORY


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)i!e"Sa2e Mode% o- heCons$#er *$yin2 &rocess


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)or the decision "rocess to begin& a

"otentia# buyer must 3rst recogni7e a

"rob#em or need

Can be caused by interna# or e2terna#stimu#i


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In%ormation can be obtained %rom;

,ersona# Sources)ami#y& %riends& neighbors& and ac


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S-CCESSIVE SETS I6VO+VE1 I6CO6S-0E( 1ECISIO6 0*=I6>


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,roducts are seen asbund#es o% "roduct

attributes

Customers ran$

attributes and %orm"urchase intentions


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STAGES *ET'EENE+ALUATION O)

ALTERNATI+ES AN6

&URC(ASE


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&ERCEI+E6 RISK

)unctiona#)unctiona#

,hysica#,hysica#

)inancia#)inancia#

Socia#Socia#

,sycho#ogica#,sycho#ogica#

TimeTime


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The sma##er the ga" between customer

e2"ectations and "erceived "er%ormance&

the greater the customer8s satis%action

Co2nii!e dissonanceis buyer discom%ort

caused by "ost "urchase confict


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HO C-STO0E(S -SE *61 1IS,OSE O),(O1-CTS


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89:;

Ingvar

=am"rad initia##y so#d

"ens&Christmascards& and

seeds %rom ashed on=am"rad8s%ami#y %arm

eventua##ygrew into aretai# titan inhome%urnishings

new #ocation

debuted in +ondon about &@@@ "eo"#e

arrived be%ore thedoors o"ened

contest in *t#anta

crowned 3vewinnersA*mbassador o%=u# .Swedish %orA%un/


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+isionTo create a

better

everyday #i%e%or the

many "eo"#e5

Mission,eo"#e have

very thinwa##ets5 e

shou#d ta$ecare o% their

interests5


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HO I=E* *CHIEVE1 THIS +EVE+ O)S-CCESS? 0y o@erin2 a $ni1$e !a%$e .ro.osiion o

cons$#ers %eadin2"ed2e Scandina!ian desi2na eBre#e%y %ow .rices5

co#.any/s -ashiona0%e 0ar2ains inc%$de.rod$cs wih $n$s$a% Swedish na#es s$ch aso =#i""an #oveseats %or DFGo BI++: boo$cases %or D@ ando +*C= side tab#es %or D5


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I=E*8s stores are #ocated a gooddistance %rom most city centers

*verage I=E* customer drives @mi#es round tri" to visit an I=E*store


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Many sores rese#0%e a %ar2e 0oB wih -ewwindows and doors and are .ained 0ri2hye%%ow and 0%$eSweden/s naiona% co%ors

The Door .%an is desi2ned in a one"way-or#a, so he cons$#er eB.eriences heenire sore rs, hen can 2ra0 a sho..in2

car, !isi he wareho$se, and .ic4 $. hedesired ie#s in a Da 0oB5


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Many IKEA .rod$cs are so%d $ni-or#%y hro$2ho$ hewor%d, 0$ he co#.any a%so caers o %oca% ases5

F In China& it stoc$ed @&@@@ "#astic "#acemats with A:ear o% the(ooster themes& which


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I=E* managers visited Euro"ean and -5S5consumers in their homes and #earned thatEuro"eans genera##y hang their c#othes&

whereas -5S5 sho""ers "re%er to store them%o#ded5 There%ore& wardrobes %or the -5S5 mar$etwere designed with dee"er drawers5

Visits to His"anic househo#ds in Ca#i%ornia #edI=E* to add seating and dining s"ace in itsCa#i%ornia stores& brighten the co#or "a#ettes&and hang more "icture %rames on the wa##s5


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SO& I) :O- *(E STI++ 6OT CO6VI6CE1O6 HO I=E* C*6 BE *S )*0O-S *S

THE: *(E& HE(E *(E SO0E ,OI6TSTH*T 0I>HT 0*=E :O- *(E T(-EBE+IEVE( O) I=E*5

85I .ro!ides %ow cos -$rni$re


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. o des o cos $ $ e

5Sh$%e 0$sses are o.eraed in case yo$ e!er 2e iredcirc%in2 he who%e #a%%5

5Is .rod$cs are sin2%e words na#es so yo$ ne!er ha!e

o worry a0o$ -or2ein2 any5H5They .ro!ide %ar2e .ar4in2 s.aces o acco##odae

heir c$so#ers o .ar4 heir cars and sho. wih a.eace o- #ind5


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UESTIONS

5 hat are some o% the things I=E* is doing

right to reach consumers in di9erentmar$ets? hat e#se cou#d it be doing?

5 I=E* has essentia##y changed the way "eo"#e

sho" %or %urniture5 1iscuss the "ros and conso% this strategy5

K5 0oving %orward strategies


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TH*6= :O-

BM 230 Analyzing Consumer Markets Group 3 Ikea

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