Why 3. We Buy
Professor Brian Wansink
1. Why Don't They Buy? 2. Why DO They Buy?
3. Who Are They?
4. How to Implement? (4Ps)
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Wansink 2005 1
The Consumer Insights Framework
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Wansink 2005 2
What's Our Customer IQ?
In 2005 . . .
1. 2. 3. 4. 5. 6. ____% ____% ____% ____% ____% ____ hot dogs
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Wansink 2005 3
The Curse of "Me-Marketing"
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_ Jell-O & Superbowl Emerging market issue -- $1 stores, illiterates, immigrants
The Overconfidence Bias2
We're overconfident that we're not being overconfident. Where does this come from?
Paid to be confident about our views Past success -- selective memory
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Wansink 2005 4
General Starting Point of Behavior
Factors Influencing Behavior
Personal Cultural
Culture Subculture Social class
Social
Reference groups Family Roles and statuses
Age and life-cycle stage Occupation Economic Circumstances Lifestyle Personality and Self-concept
Psychological
Motivation Perception Learning Beliefs and attitudes Buyer
The Buying Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
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Wansink 2005 5
Two Determinants of How People Shop . . .
The Benefits They Want From the Product
How Involved They Are in Shopping
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Wansink 2005 6
Insights from the Low Involvement Shopper
Utilitarian - Hedonic High Involvement
Low Involvement
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Wansink 2005 7
Insights from the Utilitarian Shopper
Utilitarian - Hedonic High Involvement
Low 2005 Involvement
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Wansink 8
Insights from the Hedonic Shopper
Utilitarian - Hedonic High Involvement
Low Involvement
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Wansink 2005 9
What's Most Important to Her?
COMPENSATORY ATTITUDE MODEL.
Martin Fishbein pioneered a model that specifies how consumers combine evaluations of a brand across multiple attributes to arrive at: single overall attitude toward that brand. His model is expressed as follows:
AttitudeA= Sum{Bi x Ii]
Where AttitudeA=Consumer's overall attitude toward Brand A Bi = Consumer's belief concerning the extent to which attribute I is associated with Brand A Ii = The importance of attribute I to the consumer when choosing a brand to buy k = The total attributes considered by the consumer when evaluating alternative brands in the product Category i = Any specific product attribute
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Wansink 2005 10
QuickTime and a TIFF (LZW) decompressor are needed to see this picture.
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Wansink 2005 11
Marketing Problem: "How Can We Get More People to Go to Football Games?"
Let's wait another hour in case a fan shows up!
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Wansink 2005 12
Laddering a Football Fanatic
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Wansink 2005 13
The Consumer Insights Framework is a Good Place to Start Most Questions
How do we get light users to become heavy users? How do we encourage soup lovers to become V-8 lovers? How do we get dieters to eat more of soup? How do we get people to switch over from Healthy Choice? How do we convince people we taste good?
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Wansink 2005 14