Please enable JavaScript.
Coggle requires JavaScript to display documents.
Understanding your (potential) customer - Coggle Diagram
Understanding your (potential) customer
Buying behavior
Rational way pg. 60
The best quality for the lowest price
Irrational way
Vroom (1964) pg. 61
Motivation to buy something
Expectancy
Belief that more effort will lead to better performance
instrumentality
A better performance will lead to a better outcome
Valence
Desirability of the outcome
Maximum please
Triad approach pg. 63
Opportunity, capacity and motivation
Capacity
person’s perceived and objective capability, instrumentality, and skill to engage in that behavior
Opportunity
the external circumstances that might influence the behavior
Motivation
Personality
About the understanding of what makes people different, which can change throughout our life times.
5 personality traits based on dimensions (Costa & McCrea, 1992) p.59
Openess to an experience
People who differ from curious & inventive and cautious & consistent.
High score: prefers novelty & variety in activities, is curious and likes to engage in new intense experiences.
Low score: pragmatic person, persevering & factual, someone who prefers structure & routines.
Conscientiousness
Difference between people prefer to be efficient & organized and people who are easy going & careless.
High score: Self disciplined & planner & achievement or goal driven.
Low score: Flexible & spontaneous, can also be sloppy & unreliable
Extraversion
Differentiates people by their behaviour in relation to the social world.
High score: likes company of others, high need of affiliation & attention.
Low score: Introvert who does not seeks attention, who is more reflective & quiet.
Agreeableness
Relates to a person's compassion
High score: willingness to help people & trusting
Low score: suspicious & competitive
Neuroticism
Relates to a person's emotional stability and impulse control.
High score: stable & calm person, can come across as uninspiring.
Low score: sensitive & anxious, could be perceived as dynamic but insecure.
Stereotypes, archetypes and personas
Stereotypes
are a common way of creating groups
of people in our minds. They help us categorise
and structure our surroundings, which frees up brain
capacity to focus on other things.
Categorisation based on similarities
Negative effects
:
History has shown that we categorise
based on just one attribute
Religion
Skin colour
rather refer to these inappropriate stereotyping as
archetypes
Positive effects:
If we allow for categorisation based on a
range of traits
and
apply appropriate nuances
, stereotypes can actually prove very helpful in understanding various types of consumers for which we design, stage and manage experiences.
Methods, tools and techniques to put the puzzle together
The Kelly Repertory Grid method
create insight
better understand the meaning people attach to certain concepts
giving meaning could be used as indicators of the personality of respondents.
Reportory grid
recorded on a five- or seven-point Likert scale
Reynolds and Gutman (1984)
Using the Reportory grid for marketing purposes
to link consumer values to product and service attributes as a reference point for improving branding and product development
laddering interviews to better understand the mental chain
connecting product and service attributes to the personal values of costumers
Why do we want to experience?
By consuming experiences together with specific people and by telling other people about it
->
You make a claim about who you are
-Globalisation has changed our experience world rapidly and significantly. Example Go online and meet with friends in Singapore
-Society has changed our preferences and cultural habits used to be product odf upbringing. Now it is a personal choice=
Individualisation
Problem?
People feel less bound to their community.
Result:
people choose what is good for them, not the common good. Example: everyone watch on their own laptop a movie instead of together.
Society is too
safe
and does
not challenge
and t
est us
enough
->
therefore we are looking for (risky) experiences and aim for personal development.
FEAR OF BOREDOM AND MISSING OUT
Main reasons
for people to consume experiences -> a contribution to their quality of life, their overall
HAPPINESS.
-Direct:
experience contribute directly to happiness
-Indirect
: Social needs (Maslow)
‘Values’ or ‘Value systems’
= our personal and cultural beliefs and ethics. I
deas
of what we find important, such as freedom or true friendship, and how we wish to behave in relation to them.
Values can play a role in consumption decisions, PRODUCT AND SERVICE.
Also other way around.
EXAMPLE:
there is really no point in trying to design and stage the ultimate bungee jump experience for people with high scores for security and low scores for excitement.
Why do we want to experience?
The urge to obtain experiences is derived through cognitive and affective components
Cognitive components
To what extend life meets your expectations.
Affective components :
To what extend you feel well; physically and mentally over time.
Humans are social creatures and eager to explore and develop. We consume experiences for our social needs. This also refers to Maslow’s hierarchy of needs
Fourth level: Esteem needs
Fifth level: Self-actualisation
Values
