Vorlesung als PowerPoint Präsentation mit Audiodatei ......Fallbeispiel: Ritter Sport Schokolade...

ARKETINGÜRZBURGProf. Dr. Margit Meyer, Lehrstuhl für BWL und Marketing

Vorlesung als PowerPoint Präsentation mit Audiodatei

Grundlagen marktorientierter Unternehmensführung –5. Sitzung

Sommersemester 2021

Prof. Dr. Margit MeyerLehrstuhl für BWL und MarketingJosef-Stangl-Platz 297070 Würzburg


Terminplanung SS 2021

2Organisatorisches

Übungen und Tutorien - DigitalDonnerstagsVanessa Hornung I Mona Schömig

13.05.2021 Übung – Stakeholdermanagement

20.05.2021 Übung – Conscious Capitalism

27.05.2021 Übung – Howard/Sheth

03.06.2021 Übung – TOB/CSR/CSV

10.06.2021 Übung – Michael Porter

17.06.2021 Übung – Harry Igor Ansoff

24.06.2021 Tutorium – Altklausur

01.07.2021 Tutorium – Altklausur

08.07.2021 Fragestunde

Vorlesung DigitalDienstagsProf. Dr. Margit Meyer

20.04.2021 1 Marketing/Unternehmensführung

27.04.2021 1 Marketing/Unternehmensführung

04.05.202111.05.2021

2 KäuferverhaltenFrei-Stiftungsfest

18.05.2021 2 Käuferverhalten

25.05.2021 2 Käuferverhalten

01.06.2021 3 Strategisches Marketing





06.07.2021 4 Marketing-Instrumente

13.07.2021 4 Marketing-Instrumente


Gliederung

3Allgemeines

1 Marketing, Unternehmertum und Unternehmensführung1.1 Marktorientierte Unternehmensführung1.2 Entwicklung einer Marketingkonzeption 1.3 Stakeholder-Management

Fallbeispiel: dm-drogerie markt1.4 Die vier Säulen des Conscious Capitalism

2 Erklärungsansätze des Käuferverhaltens2.1 The Theory of Buyer Behavior nach HOWARD/SHETH

2.2 Forschungsparadigma des Käuferverhaltens2.3 Bestimmungsfaktoren des Käuferverhaltens

2.3.1 Kognitive Prozesse 2.3.2 Aktivierende Prozesse2.3.3 Integration von Werten und Persönlichkeit

Fallbeispiel: Ritter Sport Schokolade

Der Kunde ist der wichtigste Stakeholder im Marketing und der Markenführung:

Die Kundenbeziehung und Kundenloyalität stehen im Mittelpunkt des

Käuferverhaltens sowie die Erklärung von Markenkäufen für die moderne

Markenführung!

5. Sitzung


The Nature and Function of the Theory of Buyer Behavior and Brand Choice

The purpose of this book

Related Concepts are Brand Leadership, Brand Loyalty, Brand Choice in Consumer and Industrial Buyer Behavior!

The Function and Concept of Theory

The purpose of theory is to transmute meaning into knowledge for a better understanding of buyer behavior (brand choice) and to generate testable hypotheses.


Quelle: Howard/Sheth (1969), S. 6.

“is to describe, apply and assess those elements of theory of human behavior that we believe to be essential for understanding the range of activities that we call “buying”. Specificially, the book focuses on brand choice, but related activities are included, we call it a theory of buyer behavior rather than merely brand choice. Also we speak of buyer behavior instead of consumer behavior because our research has suggested that at a general level the industrial buyer and the consumer buyer are quite similar.”

Howard/Sheth (1969), S. 6.

“A central concept of theory is meaning. Meaning is associated with the delimiting function of theory, however, instead of the descriptive function because meaning is a relational concept. A relational concept is one that obtains its contend from relations between and among things. It, therefore, finds its meaning only within a theoretical context. When formulating constructs and propositions, we impose a structure, an intention to accomplish something, a meaning at a very beginning.”



The Brand Choice Decision Prozess, Motives and Evoked Set


Quelle: Howard/Sheth (1969), S. 24-26.

“The buying process begins with the brand choice decision, given that the buyer is motivated to buy a product. The elements of his decision are (1) set of motives,(2) alternative brands, and(3) choice criteria by which the motives are matched with the alternatives.”


“Motives are relevant and sometimes specific to a product class, and they may combine to reflect some smaller number of higher-ordered motives. For example, motives related to nutrition and calories may be indications of a more fundamental motive, namely health.The alternative courses of actions are the various brands as well as their potential to satisfy the buyer’s motives. The brands that become alternatives to the buyer’s choice decision are generally a small number, collectively called his “evoked set”. The size of the evoked set is at best a fraction of the brands that he is aware of and a still smaller fraction of the total number of brands that are actually available in the market … .The choice criteria match the buyer’s motives and his means of satisfying the motives. They serve the function of ordering and structuring the motives. The choice criteria develop by a process of learning about the buying situation.”


“The theory of buyer behavior consists of four sets of abstractions, interchangeably called constructs or variables:(1) input variables,(2) output variables,(3) hypothetical constructs, and (4) exogenous variables.”



Totalmodell nach HOWARD/SHETH:A simplified description of the Theory of Buyer Behavior



Purchase

Intention‘

Attitude‘

Brand Comprehen-

sion‘

Attention‘

Stimulus Organism ResponsePerceptual constructsInputs OutputsLearning constructs

Significativea. Qualityb. Pricec. Distinctivenessd. Servicee. Availability

Symbolica. Qualityb. Pricec. Distinctivenessd. Servicee. Availability

Sociala. Familyb. Reference

groupsc. Social Class

OvertSearch

Stimulus Ambiguity

Attention PerceptualBias

Confidence

Intention

Attitude

Choice CriteriaMotives

Satisfaction

Brand Compreh-

ension

Information Flow Feedback Effect

Stimulus Inputs


Description of Input and Output Variables and Hypothetical Constructs:

Summary of the Theory of Buyer Behavior (1/9)



I. Input Variables“At any point of time, the hypothetical constructs are affected by numerous stimuli from the buyer’s environment. The environment is classified as Commercial or Social. The marketing activities of various firms by which they attempt to communicate to the buyer constitute the commercial

environment. From the buyer’s point of view, these communications basically come by way of either - the physical brands themselves (significative) or- some linguistic or pictorial representations (symbolic) of the attributes of the brands.

The third input variable is Social Stimuli. It refers to the information that the buyer’s social environment provides regarding a purchase decision. The most obvious is word-of-mouth communication.”


II. Output Variables“The most important (from the seller’s point of view) is the purchase of a brand. […] The five Output Variables are (1) Attention’ ( magnitude of taken information),(2) Brand Comprehension’ (verbal statement about knowledge of brands),(3) Attitude’ (verbal evaluation of a brand’s potential to satisfy motives),(4) Intention’ (expectation to buy the brand he likes most the next time),(5) Purchase (overt act of purchasing a brand).

All of them except Purchase are given the same labels as some of the hypothetical constructs described later, but are differentiated from them by the addition of primes.”






III. Hypothetical Constructs“We may classify the constructs into two classes:a) those that have to do with perception and b) those having to do with learning. Perceptual constructs serve the function of information processing, whereas the learning constructs serve the function of concept formation.

a) Perceptual Constructs:“Another set of constructs serve the function of information procurement and processing relevant to a purchase decision. […] and are labeled

(1) Attention,

(2) Stimulus Ambiguity,

(3) Perceptual Bias, and

(4) Overt Search.”


https://www.press1.de/wrapper.cgi/www.press1.de/files/km_kmanu10150_1568380324





(1) Attention “refers to the opening and closing of sensory receptors that control the intake of information. The manifestation of this phenomenon is generally called paying attention or ignoring the information. It suggests the extent to which the buyer is sensitive to information. Attention acts as gatekeeper to information entering into the buyer’s mental state. It thus controls the quantity of information input. … Attention is a function of two other constructs: Stimulus Ambiguity and Attitude. In fact, however, several other constructs such as Confidence, goal conflict, and incomparability of alternatives are also its determinants. Most of these mediate their influence by way of Stimulus Ambiguity.”


(2) Stimulus Ambiguity “refers to the perceived uncertainty and lack of meaningfulness of information received from the environment. It affects Attention and Overt Search constructs. … The buyer will continue to pay attention so long as ambiguity does not exceed some tolerable level.”


a) Perceptual Constructs:






(3) Perceptual Bias “is the third perceptual construct. The buyer not only selectively attends to information, but actually distorts it once it enters his mental state. In other words, meaning of information is altered by the buyer. This aspect of the perceptual process is summarized in Perceptual Bias. … The perceptual phenomenon described above are likely to be less operative if the information is received from the buyer’s social environment.

This is because (a) the social source of information, such as a friend, is likely to be favorably regarded by the buyer,

and therefore proper, undistorted reception of information will occur, and (b) the information itself is modified by the social environment (friend) so that it conforms to the needs

of the buyer, hence further modification is less essential.”


http://www.ritter-sport.de/blog/?p=21780






(4) Overt Search “During the total buying phase, which extends over time and involves several repeat purchases of a product class, there are stages when the buyer actively seeks information. It is very important to distinguish between the situations when he passively receives information and those when he actively seeks it. We believe that the perceptual phenomenon explained above are less operative in the latter instances, and that a commercial communication, therefore, at that stage has a high probability of influencing the buyer. The active seeking of information occurs when the buyer senses ambiguity of the brands in his evoked set. This happens in the Extensive Problem Solving and Limited Problem Solving phase of the decision process. The ambiguity of brand exists because the buyer is not certain of the outcomes from each brand. In other words, he has not yet learned enough about the alternatives to establish an expectancy of potential denotative meaning. He may also find that two brands are equally attractive and he is undecided which one to choose. In all such situations, the buyer will search for information.“






“The learning constructs are labeled

(1) Motives,

(2) Brand Comprehension,

(3) Choice Criteria,

(4) Attitude (toward the brands),

(5) Intention (to buy the brands),

(6) Confidence (in judging brands), and

(7) Satisfaction (with the purchase of the brand).”


b) Learning Constructs:






(1) Motives “are the goals of the buyer impinging upon a buying situation. They are derived from the biogenic or psychogenic needs, wants, or desires of the buyer that are related to buying and consuming a product class.”


(3) Choice Criteria ”serve the function of organizing and structuring the buyer’s motives so that motives that are relevant to this product class are interrelated and ordered in terms of their relative importance to him. Choice Criteria are the buyer’s mental rules, which he utilizes to evaluate brands as goal-objects. Their function is to generate appropriate attitudes toward brands, so that the brand with the greatest favorable attitude is potentially most satisfactory to him. In short, they serve the function of permitting goal-directed behavior.”


(2) Brand Comprehension “It refers to knowledge about the existence and characteristics of those brands that form the buyer’s evoked set of alternatives. As mentioned earlier, the evoked set is composed of only a few brands out of the many brands that are available in the market. A brand is a first-ordered abstraction of objectives that are either identical or very similar.”







(4) Attitude “refers to the buyer’s relative preferences of brands in his evoked set based on his evaluative beliefs about these brands as goal-objects. It might be visualized as the place where the connotative meanings of the brands in buyer’s evoked set are compared with Choice Criteria to yield a judgment on the relative contribution of the brands toward satisfaction of buyer’s Motives. This judgment includes not only an estimate of the value of the brand to him, but also an estimate of confidence with which he holds that position. This uncertainty aspect of Attitude can be called “brand ambiguity”, since the more confidently he holds it, the less ambiguous is the connotative meaning of the brand to the buyer and the more likely he is to buy it. Brand Confidence is, however, an important concept, hence it is treated separately in the hypothetical construct called Confidence.”


(5) Intention “refers to buyer’s forecast as to when, where, and how he is likely to buy a brand. It includes possible modification of buyer’s attitude towards brands in terms of inhibitory contingencies that may be present if the buyer bought a brand. … Intention, therefore, stores buyer’s situational abstraction.”







(6) Confidence “refers to the degree of certainty the buyer perceives toward a brand. This certainty may relate to his Brand Comprehension (denotative abstraction), his Attitude toward the brand (connotative abstraction), his Intention to buy the brand (situational abstraction), and his postpurchase evaluation of the brand (purchase experience abstraction). Accordingly, Confidence is related to Brand Comprehension, Attitude, Intention, and Satisfaction. ‘Its presence in several of the hypothetical constructs has motivated us to treat it as a separate hypothetical construct. We think that it provides a good aggregate construct that has great potential for empirical investigation. Confidence also has a feedback effect on the motives in the sense that it affects information seeking and processing, which are discussed later.”


(7) Satisfaction “refers to the degree of congruence between the actual consequences from purchase and consumption of a brand and what was expected from it by the buyer at the time of purchase. .. Satisfaction or dissatisfaction with a brand can be with respect to any one of the attributes. If the brand proves more satisfactory than expected, the buyer has a tendency to enhance the attractiveness of a brand.”


http://www.ritter-sport.de/blog/?p=21780


The Psychology of Simplification



“The phase of repetitive decision making, in which the buyer reduces the complexity of a buying situation with the help of information and experience, is called the psychology of simplification.Decision making can be divided into three stages to illustrate the psychology of simplification:1) Extensive Problem Solving,2) Limited Problem Solving, and3) Routinized Response Behavior.

1) Extensive Problem Solving refers to the early stages of repetitive decision making, in which the buyer has not yet developed well-defined and structured choice criteria. The buyer has no strong predispositions toward any of the brands he is considering as alternatives.

2) Limited Problem Solving is the next stage, in which the choice criteria are well-defined and structured but the buyer is undecided about which of a set of brands is the best for him. The buyer has moderately high predispositions toward a number of brands, but does not have very strong preference for any one brand.

3) Routinized Response Behavior is the last stage, in which the buyer not only has well-defined and structured choice criteria, but also strong predisposition toward one brand. At this stage, although the buyer may consider several brands as possible alternatives, he has, in fact, only one or two brands in mind as the most probable choice alternatives.”



The Psychology of Complication



“The farther he is along in simplifying his environment, the less is his tendency towards active search behavior. Furthermore, the environmental stimuli related to the purchase situation become more meaningful and less ambiguous. Finally, the buyer establishes more cognitive consistency among the brands as he moves toward routinization, and the

incoming information is then screened with regard to both its magnitude and its quality. He becomes less attentive to stimuli that do not fit his cognitive structure and he distorts those stimuli that are forced on him.

The buyer, after attaining routinization of his decision process, may find himself in too simple a situation. He is likely to feel monotony or boredom associated with such repetitive decision making. It is also very likely that he is satiated with even themost preferred brand. In both cases, he may consider all existing alternatives including the preferred brand to be unacceptable. He, therefore, feels a need to complicate his buying situation by considering new brands, and this process can be

called the psychology of complication.

The new situation causes him to search for identity with a new brand, and so he begins again to simplify in the manner described earlier. Thus with a frequently purchased item, buying is a continuing process with its ups and downs in terms of information seeking, analogous to the familiar cyclical fluctuations in economic activity. Identification of the stage at which the buyer is located at a point of time in terms of information-seeking efforts is obviously important to the marketing manager. For example, if he knows that a substantial group of buyers are at a level of routinization where they feel satiatedor their brand buying is monotonous, he can introduce a new brand (an innovation) that might provide the needed sources of change.”



Fallbeispiel Ritter Sport SchokoladeAufgabenstellung:

1. Erklären Sie am Beispiel der Ritter Sport Schokolade das Evoked Set-Modell und die zentralen hypothetischen Lernkonstrukte wie Attitude, Motive, Choice Criteria, Brand Comprehension.

2. Erklären Sie ebenfalls am Beispiel der nachhaltigen Markenstrategie von Ritter Sport die Rolle der Begriffe Brand Comprehension, Brand Confidence, Intention und Stimulus Ambiguity.

3. Erklären Sie am Beispiel der „Einhornschokolade“ von Ritter Sport die Möglichkeiten, die die Digitalisierung und Konnektivität über soziale Medien im Sinne eines Co-Creation Paradigms bieten, um neue Produktideen gemeinsam mit Marken Fans zu entwickeln.

4. Wie verändert dieses Co-Creation Paradigm und persönliche Engagement von Kunden und Mitarbeitern über Plattformen evtl. die Struktur des Howard/Sheth-Modell im SOR-Paradigma.


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