Prezentace předmětu: Marketing of services Vyučující: Ing. Michal Stoklasa, Ph.D. Ing. Martin Klepek, Ph.D. Název prezentace Název projektu Rozvoj vzdělávání na Slezské univerzitě v Opavě Registrační číslo projektu CZ.02.2.69/0.0./0.0/16_015/0002400 Logolink_OP_VVV_hor_barva_cz CONSUMER BEHAVIOUR IN SERVICES . The aim of this presentation is to describe how consumers thing about services, how they percieve service providers Martin Klepek Garant předmětu Michal Stoklasa Přednášející CONSUMER BEHAVIOUR IN SERVICES . Market segmentation Factors influencing decision making: Sitational Psychological Personal factors Lecture structure •Every customer is different in some way by its ability of perception, attention, memories, previous experiences and cognitive capacity. •However we very often overlay with others creating segments on the market which are in similar (homogenous) characteristics. •We therefore perform market segmentation which is dividing market to smaller actionable parts based on some charactersitics. • Customer behaviour 4 •McDonald sees market segmentation as „ process of dividing heterogenou market into specific homogenous groups. The segments this identied can then be targeted with specific setvices and distinctive marketing mix.“ •In this way, customer needs can be met more effecvitvely which in turn opens up the prospect of building customer retentoon and loyalty. • Market Segmentation 5 MC Donald – Planing for services •We know two main segmentation approaches: • Market Segmentation 6 Výsledek obrázku pro segmentation approaches Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services • Segmentation strategies 7 Source: Ruskin-Brown (2005) MC Donald – Planing for services •Customer characteristics •Demographics and socioeconomics •Sex, age, family size, social class, ethic origins... •Psychographics •Lifestyle, behaviour •Geography •Home, work location • Market Segmentation 8 MC Donald – Planing for services •Customer responses •Benefit •The reason why people buy a service •Usage •Heavy medium adn occasional users •Promotional response •How customers respond to various rypees of promotional activity • • Market Segmentation 9 MC Donald – Planing for services •Customer responses •Loyalty •Degree of loyalty – high medium and low •Service •Importance that particular customer groups attach to various elements of service • • Market Segmentation 10 MC Donald – Planing for services •Customer responses •Benefit • Market Segmentation 11 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services •Customer responses •Usage • Market Segmentation 12 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services •Customer responses •Promotional response • Market Segmentation 13 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services •Customer responses •Loyalty • Market Segmentation 14 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services Market Segmentation 15 Source: Kotler & Keller (2016) MC Donald – Planing for services •Customer responses •Service • Market Segmentation 16 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services •Customer responses •Service • • • • • •We have to improve seating arrangements •Maintain or increase service speed • Critical succes factor 17 Source: McDonald, Frow, Payne (2011) MC Donald – Planing for services •Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. •The first factor is the attitudes of others. The influence on us of another person’s attitude depends on two things: (1) the intensity of the other person’s negative attitude toward our preferred alternative and (2) our motivation to comply with the other person’s wishes. •The more intense the other person’s negativism and the closer he or she is to us, the more we will adjust our purchase intention. The converse is also true. Intervining factors of consumer decisoons 18 Source: Kotler & Keller (2016) Kolter and Keller 2016 •The second factor is unanticipated situational factors that may erupt to change the purchase intention. Linda might lose her job before she purchases a laptop, some other purchase might become more urgent, or a store salesperson may turn her off. Intervining factors of consumer decisoons 19 Source: Kotler & Keller (2016) MC Donald – Planing for services •Preferences and even purchase intentions are not completely reliable predictors of purchase behavior. A consumer’s decision to modify, postpone, or avoid a purchase decision is heavily influenced by one or more types of perceived risk: Intervining factors of consumer decisoons 20 Source: Kotler & Keller (2016) MC Donald – Planing for services A.Sitational B.Psychological C.Personal factors • • Factors influencing consumer behaviour 21 •Socio-cultural factors - Buyers or consumers do not take buying decisions or the decision not to buy, in a vacuum. Rather, they are strongly influenced by cultural and social factors. • Situational factors 22 •Cultural factors - Children acquire from their environment a set of beliefs values and customs which constitute culture. These beliefs, values and customs go deeper Situational factors 23 •Cultural factors - Children acquire from their environment a set of beliefs values and customs which constitute culture. These beliefs, values and customs go deeper and deeper as a person grows. Therefore, it is sometimes said that culture is learned as a part of social experience. The various sub-categories within a culture can be identified based on religion, age, gender, occupation, social class, geographical location, etc. Situational factors 24 •Reference groups - There are certain groups to which people look to guide their behaviour. These reference groups may guide the choice of a product but not necessarily the brand. Peer group and peer pressure has generally been observed to play an important role in the purchase of credit cards, cell phones, etc. The knowledge of reference group behaviour helps in not only offering substitutes but also in pricing and positioning them. Situational factors 25 •Family - The family is another major influence on consumer behaviour. Family consumption behaviour, to a large extent, depends on the family life cycle. The stages in family life cycle include bachelorhood, newly married, parenthood with growing or grown up children, post-parenthood and dissolution. Knowledge of these stages helps greatly in knowing the buying process. Often family members play a significant role in the purchase of a particular service. Situational factors 26 •Perception - It is the process by which buyers select, organize and interpret information into a meaningful impression in their minds. Perception is also selective when only a small part is perceived out of the total of what is perceptible. Buyer’s perception of a particular service greatly influences buying behaviour. Psychological factors 27 •Attitude - An attitude is a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a market offer (i.e., a brand, a particular shop or retail outlet, an advertisement, etc.). Attitude is a dispositional term indicating that attitudes manifest themselves in behaviour only under certain conditions. Knowing a buyer’s attitude towards a product without knowing the personal goals is not likely to give a clear prediction of his behaviour. Psychological factors 28 •Motivation - Motivation is the driving force within individuals that compels them to action. This driving force is subconscious and the outcome of certain unfulfilled needs. Needs are basically of two types- first, the ‘innate needs’ are those needs with which an individual is born and they are mainly physiological. Psychological factors 29 •Motivation - They include all the factors required to sustain physical life e.g., food, water, shelter, clothing, etc. Secondly, the ‘acquired needs’ are those which a person acquires as he/she grows and these needs are mainly psychological, like love, fear, esteem, acceptance, etc. Psychological factors 30 •Personality - Personality can be described as the psychological characteristics that determine how an individual will react to his or her environment. Personal factors 31 •Life style - Life style as distinct from social class or personality is nothing but a person’s pattern of living and is generally expressed in his/ her activities, interests and opinions. Life style suggests differences in the way people opt to spend on different products or services differently. Personal factors 32 •Demographic factors - Buyers demographic factors like age, gender, education, occupation, etc., also influence his/her purchase behaviour. In sum, knowledge on all such dimensions of the consumer will help in understanding his needs and wants and also help in integrating all these elements in service offer which the consumer wants. Personal factors 33 Summary •We have discussed in this presentation that the primary objective of service producers and marketers is identical to that of all marketers: to develop and provide offerings that satisfy consumer needs and expectations, thereby ensuring their own economic survival. In other words, service marketers need to be able to close the customer gap between expectations and perceptions. To achieve this objective, service providers need to understand how consumers choose and evaluate their service offerings.