LECTURE 1 - INTERNAL AND EXTERNAL INFLUENCES OF CONSUMER BEHAVIOUR

Please write between 1 and 3 one-word associations with contemporary consumers.

A contemporary consumer refers to a modern-day buyer or user of goods and services whose
behaviors, values, and preferences are shaped by current social, economic, and technological trends.
These consumers are typically:

 Tech-savvy (digital) : Comfortable using digital platforms, mobile apps, and online shopping.

 Informed: They research products, read reviews, and compare options before buying.

 Value-driven: Interested in sustainability, ethical production, and social responsibility.

 Convenience-focused: Expect fast, easy, and personalized experiences.

 Experience-oriented: Often value unique or meaningful experiences over just material goods.

In short, contemporary consumers are more connected, informed, and selective than ever before.

Before you start your research, be sure to know who your respondents are and in what situations
they are.

MAJOR ACTORS ON DEMAND SIDE OF THE MARKET

 DECISION MAKER - The person who has the authority to choose whether a product or
service will be purchased. In a company, a department head may decide which software to
buy; in a household, a parent might decide which brand of cereal to get.
 BUYER - The individual or entity that makes the actual purchase or transaction. They handle
the payment and logistics of acquiring the product or service. Ex. A procurement officer
placing an order, or a parent physically paying at the store.
 CONSUMER - The person who ultimately uses or consumes the product or service. They may
not have chosen or paid for the product. Ex. A child consuming the cereal bought by a parent;
an employee using a company-purchased laptop.
 CLIENT - Typically a recipient of services, often in a professional, long-term, or consultative
relationship. Common in industries like legal, healthcare, financial services, and marketing.
Ex. A law firm’s client, or someone receiving services from a fitness trainer.
 USER - The person who interacts with or operates the product or system. Frequently used in
tech and service industries. May overlap with consumer but not always. Ex. A software user
in an office might not have bought or chosen the software themselves.
 FINANCIER - The one who funds the purchase but may not be involved in choosing, buying,
or using the product. Ex. A parent paying for a student's college education; an investor
funding a company’s acquisition.

In consumer behaviour study we should avoid stereotypization. Stereotypes can lead to misguided
marketing strategies, missed opportunities, or even alienation of customer segments. Consumers are
complex and diverse, often behaving in ways that defy assumptions.

Mind operationalization means defining and measuring the internal mental processes of consumers—
like attitudes, perceptions, motivations, and decision-making—in ways that marketers and
researchers can observe and analyze. Is about finding why? How? In consumer behaviour.
Mental Concept Operationalization in Consumer Behavior

Attitude toward a Measured by survey questions rating liking, preference, or purchase intent
product (e.g., Likert scales).

Operationalized by tracking repeat purchase frequency or willingness to

Brand loyalty
recommend.

Measured by asking consumers to rate product quality on specific attributes

Perceived quality
like durability, style, etc.

Operationalized via interviews, questionnaires, or analyzing choice patterns in

Purchase motivation
experiments.

Measured using physiological data (heart rate, skin conductance) or facial

Emotional response
expression analysis during ad viewing.

CLASSIFICATION OF INFLUENCES ON CONSUMER BEHAVIOUR

Internal influences are personal

factors that originate within the
individual and directly impact their
choices and preferences.

PHYSIOLOGICAL and physical : health condition, ability of sensorial perceiving, ergonomic

requirements. Physiological needs are hunger, thirst, sleep. Ex. Taking rutinoscorbin in case of the flu.

The ability of sensoral perceiving, or perception, refers to the process of using our senses (sight,
hearing, touch, taste, and smell) to become aware of and understand the world around us. It involves
gathering information from our surroundings and interpreting it to create a meaningful experience.

Ergonomics requirements: is the scientific study of designing and arranging things people use so that
the people and things interact most efficiently and safely. It involves understanding human
capabilities and limitations and applying this knowledge to improve the design of tools, equipment,
workspaces, and systems to enhance comfort, performance, and well-being. EXAMPLE : PROFIM
furniture company like desk chairs.

DEMOGRAPHIC : age, gender, lifestyle stage, nationality, occupation, educational level, income

PSYCHOLOGICAL: motivation, attitutes, values, perception, learning, personality, emotions, needs

These are factors from the

consumer's environment
that affect behaviour, often
beyond the individual's
direct control.
SOCIAL: Family influences, peer pressure, friends, role models. ( Family and household, opinion
leaders, reference groups, social status)

ECONOMIC: Consumption models (Mass consumption models, experience economy model,

subscription economy, sustainable consumption,) Consumer movement (fair trade movement, buy
local), Incomes, Expenditures, Demonstration effect (People buy things they see others enjoying,
especially if they admire or aspire to be like them.), Saving habits, Choice of goods, Intensity of
marketing activities.

personal income and saving, taxes, pricing, inflation, credit availability

VEBLEN Theory ( Thorstein) - Spending money on luxury goods and services to publicly display
wealth, status, or prestige—rather than to meet basic needs. Rich people buy certain things because
it gives social distinction ex. Diamonds, Rolex, Lamborghini. If the price of this goods would fall,
poorer people would buy it but richer people may stop buying this commodity because it would stop
giving a prestige. Thorstein Veblen - "The theory of the leisure class"

CULTURAL AND CROSS CULTURAL: traditions and values, norms, religions, ethics, Subcultures &
ethnic groups

Santi as a ceremony : Sati was a funeral custom once practiced in some Hindu communities. When a
man died, his wife—called a widow—was expected to burn herself on his funeral fire. Sometimes she
did this willingly, but often it was due to pressure or force. This practice was very rare and was
banned in India in 1829. The word "Sati" comes from the name of a Hindu goddess who burned
herself because her father insulted her husband, the god Shiva. Over time, the word also came to
mean a widow who followed this practice, or more generally, a "faithful and devoted wife."

The Fulla doll, created by Syrian company NewBoy Design Studio in 2003, is a Muslim alternative to
Barbie that embodies Islamic values and modesty. Fulla has become a cultural phenomenon across
the Middle East, with high demand despite being relatively expensive. She comes with accessories
like a prayer rug and modest clothing, and is embraced by conservative families. There has been
a Moroccan Barbie, and veiled dolls like Sara in Iran, and Razanne (1996) - Razanne is aimed,
according to Saadeh, to help Muslim girls develop self-esteem and to dream. All Razanne dolls are
equipped with hijab. in Britain, but Fulla is a phenomenon based on a character that “Muslim
parents and children will want to relate to. She has Muslim values.” Fulla is the Hello Kitty of
Damascas and beyond. razanne and fulla replaced barbies in muslim countries.

Now entering the U.S. through family gifts and limited retail, Fulla faces challenges including U.S.
skepticism due to Syria’s political status, religious debates about dolls in Islam, and widespread
counterfeiting in Jordan. Still, her success shows a strong market for culturally-relevant toys and hints
at broader opportunities for diversity in the global toy industry.

SITUATIONAL : physicial environment, time of purchase, occasion of purpose. Ex. We hate Tiger shop,
but it started to rain heavily you need an umbrella in Tiger only because it was the nearest shop.

LEGAL: intellectual property protection ( fuma instead of puma, adidos), personal data protection,
consumer rights ( 17 Jan.2024: EU Adopts New Rules on Greenwashing and Social Impact Claims).
consumer protection law, advertising regulations, product safty standards, import, export restrictions.
The Greenwashing Directive aims to contribute to the EU’s green transition by empowering
consumers to make informed purchases using reliable sustainability information about products and
traders.

INTERNAL + EXTERNAL  LIFESTYLE (mode of living that is identified by how a given person spends
her/his time, what is important for her/him in the environment, what she/he thinks of herself/
himself and of the world around

There was a link to add: ad humorously portrays a father picking up four stylish young women, only to
reveal that they are his daughters. The commercial emphasizes the spaciousness of the Sharan
Volkswagen, catering to families with growing children. This advertisement was part of a broader
campaign highlighting the sharan's suitability as a family vehicle.

LIFESTYLE AND VALUES RESEARCH

 ISC (Warner’s ) Index of Status Characteristics

- Measures a person's social class.
- Focuses on Income, education, occupation, dwelling area, house type and other status-
related traits.
- Helps marketers segment consumers by socioeconomic status and understand how
status influences consumption.
 AIO /activities – interests - opinions/ ( why people buy certain products)
- psychographic segmentation
- How people spend time (e.g., hobbies, shopping, work).
- what people are interested in : preferences about travel, health, fashion
- what are their views about politics business and culture and social issues
- Helps businesses create more targeted marketing by identifying lifestyle groups.
- a type of psychographic segmentation based on the activities and interests of the target
audience
- a researcher asks the respondent to indicate their degree of agreement or disagreement
with a number of statements pertaining to his lifestyle, entertainment choices, fashion
preferences, and more.
- development of products that align with consumer lifestyles, and communication of
messages that resonate with specific psychographic segments
 VALS 1 , VALS 2 /values, attitudes & lifestyles/ -developed by SRI INTERNATIONAL for
psychographic market segmentation. Helps to understand why people buy something. Helps
to tailor products, services, and marketing messages to appeal to specific lifestyle segments
most likely to purchase their offerings.
VALS 1 (1978) - Arnold Mitchell
- It segmented consumers into nine groups, such as Actualizers, Fulfilleds, Believers,
Achievers, Strivers, Experiencers, Makers, Survivors.
-focused on attitudes and demographics
- Weak predictive power for purchasing behavior.
VALS 2 (1989) – emphasized motivations and resources.
- Primary Motivation: What drives consumers (Ideals, Achievement, Self-Expression).
- Resources: The ability of consumers to act on their motivations (ranging from high to low,
including income, education, self-confidence, leadership skills, energy).
- This leads to eight main segments: Innovators, Thinkers, Believers, Achievers, Strivers,
Experiencers, Makers, and Survivors.
- Good to find market niche (e.g., Innovators for luxury brands).
 - Example about Electic SUV - Innovators: Emphasize innovation, eco-leadership, cutting-
edge tech. Thinkers: Focus on sustainability, efficiency, and long-term value. Experiencers:
Market the adventurous, fun side of the electric lifestyle.
-
 EVS European Value Study
- Long-term research on European cultural change and values.
- Covers: Religion, politics, family, work, identity, and well-being.
-Scope: Conducted every 9–10 years in over 30 European countries.
-Use: Useful for policy-making, academic research, and market analysis.
- has been conducted in a nine-year cycle since 1981.
- It aims to empirically uncover basic values and explore similarities, differences, and changes
in these orientations over time.
 WVS World Value Service (Survey) - Ronald Inglehart from the University of Michigan (USA)
- Global version of EVS, started in 1981.
- Study global cultural change, social norms, political beliefs, and economic development.
- Covers over 100 countries
- For analyzing cross-cultural consumer behavior, democracy, globalization effects, and
human development.
- investigates socio-cultural, moral, religious, and political values and their impact on social
and political life.
- The WVS uses a common questionnaire, with rigorous translation and pre-testing
procedures. Samples are drawn from the adult population (18+) using stratified random
sampling to ensure national representativeness. Data collection primarily involves face-
to-face interviews.
- examining trends in beliefs, values, economic development, democratization, religion,
gender equality, social capital, and subjective well-being
- done approximately every 5 years

AXIOM- in the context of lifestyle and values research can refer to a foundational principle or
assumption that underlies these frameworks. For example values drive behaviour, lifestyle reflected
by identity

Acxiom's Personicx® is a comprehensive consumer segmentation suite designed to help businesses

understand and engage their audiences more effectively.

Segments U.S. households into 70 clusters and 21 groups based on demographic and socio-economic
factors, facilitating broad-reaching applications across various business models.

Insights from Personicx can inform product design and features that align with the preferences and
needs of different consumer segments.

Businesses can identify new market opportunities by analyzing underrepresented or emerging

consumer segments within the Personicx framework.

CLARITAS - Claritas LLC is a data-driven marketing company that specializes in providing advanced
consumer segmentation and audience insights to help businesses identify, reach, and engage their
most valuable customers effectively. It has also AI powered solutions to optimize marketing solutions.

Claritas Consumer Segmentation Systems:

  PRIZM® Premier: Classifies U.S. households into 68 segments based on demographics,
lifestyle, and media preferences, aiding in precise targeting. Helps to target business best
customers.

 P$YCLE® Premier: Focuses on financial behaviors, segmenting households to help financial

marketers understand consumer wealth, investment habits, and credit behaviors.

 ConneXions® Premier: Designed for the technology and telecommunications sectors, this
segmentation provides insights into consumer technology adoption and usage patterns.

ARTICLE: Conscious shopping of middle-class consumers during the pandemic: Exploratory study in
Mexico, Nigeria, Poland, and Sri Lanka

The study aimed to:

1. Analyze how the 2020 COVID-19 pandemic influenced middle-class consumer shopping
habits.

2. Compare these changes with behavior during the 2008 recession.

3. Examine the extent and reasons behind more “conscious consumption”.

4. Assess whether middle-class buyers encouraged others to shop more consciously.

The research was conducted between June and December 2020.

The method used was computer-assisted web interviews (CAWI).

Judgmental sampling with the snowballing technique was applied to select participants.

Strict criteria for participants included being an influential representative of the middle-class, aged
30–60.

A total of 213 responses were collected

Investigated items included:

- Current and future online and offline shopping habits (e.g., searching for bargains more
intensely, buying less but better quality, preparing an exact shopping list, reducing impulse
purchases)
- Five conscious and rational behaviors recommended to others (e.g., compare offers online,
look for user opinions, reuse goods, read packaging info, use own shopping bag
- Ten possible reasons for changing consumer habits, from which respondents could select
three (e.g., financial austerity, being against waste, natural environment protection, being
responsible for family, fear from infection, saving money for after lockdown, personal
satisfaction of being rational)

During the pandemic in 2020, consumers in the four countries did more conscious shopping than
before. Middle-class consumers also recommended conscious shopping behaviors to others.

RESULTS :

 Future online shopping habits: Statistically significant differences were found for searching
for bargains/sales promotions more intensely Mexicans, Nigerians, and Sri Lankans planned
to search more intensely online, aligning with recession habits. Polish attitudes towards
future online promotions were neutral or negative
 Mexicans continued bargain-hunting in physical stores.
 Nigerians, Poles, and Sri Lankans showed less interest in stationary promotions.
 General trend: Shift toward buying less but better quality, planning purchases, and avoiding
impulse buying.
 Reasons for changing habits : Saving money (highest in Nigeria), Being responsible for family
(highest % in Poland and Mexico), Personal satisfaction of being rational (Nigeria), financial
austerity ( highest % in Poland)
 Mexicans and Poles showed similar habits, possibly due to strong Catholic beliefs
 Mexicans were active stationary shoppers regardless of restrictions, but family-centered
(potentially indicating a hedonistic and laid-back attitude)
 Poles, also family-focused, appeared more savvy shoppers than others, possibly due to
increased consumer consciousness and desire for recognition
 Nigerians focused on buying essential items for survival
 Sri Lankans, whose behaviors were the most diverse, shopped outside typical outlets like
bazaars and from street vendors
 Middle-class consumers advised:
Comparing prices online.
Reading packaging info (most recommended by Mexicans and Poles).
Using own shopping bags (less supported in Nigeria due to lack of plastic bag charges).
Reusing goods creatively.
Seeking reviews from other users.
HOW TO BITE IT – SUMMARY

1. Historical Background

 Poland: Chocolate was rare during communism and became symbolic of Western luxury and
aspiration.

 Germany: Long-standing chocolate tradition tied to economic prosperity and post-war

consumerism.

 Historical memory affects present-day consumer trust, brand perception, and nostalgia
marketing.

2. Consumer Attitudes & Behavior

 Poles often show emotional and nostalgic attachment to certain brands and packaging.

 Germans tend to associate chocolate with quality, precision, and health-conscious

indulgence.

 Differences in how packaging, pricing, and branding are interpreted culturally.

3. Marketing and Symbolism

 Brands use emotional storytelling, linking chocolate with childhood, holidays, or national
pride.

 Packaging in Poland may emphasize warmth and tradition; in Germany, it often emphasizes
premium quality and innovation.

 Use of local flavors, national colors, and slogans tailored to resonate with cultural values.

🧪 Methodology

 The authors used interdisciplinary methods: cultural studies, ethnographic research,

consumer surveys, and semiotic analysis.

 Focus groups and interviews provided insights into deep-seated emotional responses to
chocolate.

🔑 Key Takeaways for Exams

1. Chocolate = Cultural Mirror: It reflects broader themes like modernization, globalization, and
memory.

2. Not just a product: It's part of national identity, shaped by economic and political history.

3. Emotions matter: Consumer decisions are driven as much by emotions and memories as by
taste or price.
 4. Marketing is tailored: Successful chocolate brands adapt their approach to local cultural
meanings.

5. Interdisciplinary insights: To fully understand consumer behavior, psychology, history, and

sociology must all be considered.

A humorous approach during pandemic : Corona Extra Flight Find Your Beach TV Commercial

’People think about the sexes as distinct categories," says Harry Reis, professor of psychology at the
University of Rochester and a co-author on the study to be published in Journal of Personality and
Social Psychology. "'Boy or girl?' is the first question parents are asked about their newborn, and sex
persists through life as the most pervasive characteristic used to distinguish categories among
humans’

TALE OF 2 BRAINS – KEY TAKEAWAYS

 Distinct Brain Wiring: Gungor explains that men's and women's brains are wired differently.
Men's brains are compartmentalized into boxes, each dedicated to a specific topic, and these
boxes do not touch. In contrast, women's brains are interconnected like a ball of wires, where
everything is connected to everything else.
 The "Nothing Box": A highlight of the talk is the concept of the "Nothing Box" in men's brains
—a place where they go to think about nothing. Gungor humorously notes that women find
this concept baffling, as their minds are always active and connected.
 Communication Styles: The differences in brain wiring lead to distinct communication styles.
Men tend to focus on one thing at a time, while women process multiple thoughts and
emotions simultaneously, leading to potential misunderstandings.
 Humor as a Teaching Tool: Gungor uses comedy to make his points relatable and memorable,
helping couples understand and appreciate their differences without conflict.

ADVERTISEMENTS THAT HAVE SPARKED CONTROVERSY AND ETHICAL CONCERNS RELATED TO RACE

 Dove campaign in 2017 – The add showed a black women removing her top to reveal white
women underneath after using dove body lotion. It was racist and company has released a
statement apologizing for the advert.
 HM coolest monkey 2018 – The picture in online store was presenting a black boy wearing a
hoodie with the text coolest monkey in the jungle. Public pointed out historical racist
comparison to monkeys.
 Pepsi's "Live For Now" (2017) - showed Kendall Jenner leaving a photoshoot to join a happy
protest. In the ad, she gives a Pepsi to a police officer, and everyone cheers, as if the soda
helped solve a serious problem. It sparked controversy because many people felt the ad was
copying real protests about racism and police violence, like the Black Lives Matter movement.
They said Pepsi made it look like these big, painful issues could be fixed with a soda, which
felt disrespectful.
 Heineken “ Lighter is Better” - In the ad, a bartender slides a beer past several dark-skinned
people before it lands in front of a lighter-skinned woman, followed by the slogan: “Lighter is
Better.” The message seemed to suggest that lighter skin is better, which is a harmful and
racist idea in many cultures. Heineken apologized and removed the ad.
  Gucci – Blackface Sweater (2019) - Gucci released a turtleneck sweater that covered the
mouth and had large red lips. It looked similar to blackface, a racist stereotype used to mock
Black people in the past.

The photographs of three "human" hearts with the

words white, black and yellow again provoked a wave
of intense reactions. After Toscani clarified that the
hearts were in fact not human hearts but pig hearts,
he also set the message of the work straight. "A heart
is a heart," said the author, "no matter what race or
nationality it belongs to.” But when we see the colors
alone, and we want interpret them in a denotative
way, the background will represents the name of each
color without thinking of skin color, we just think of
colors. There may be differences in skin color but human beings are made in the same biological way
from the inside, and at least physically, by taking in consideration the skin color that’s what Oliviero
Toscani highlights.

Coloreria Italiana Commercial – controversial add of washing powder. Add begins with a women
doing laundry. A white man joins the scene with filtry mood, dancing, leaning for a kiss. The woman
seductively gestures for him to approach, then pushes him into the washing machine. After a cycle,
the man is replaced by a black man. The brand's logo—Coloreria Italiana—appears at the end,
promoting its laundry detergent. The implication that the Black man is the “improved” or “desired”
result may still be racially loaded, even though it flips the trope.

PITFALLS (TRAPS) - Consumers spend more with credit cards than cash. Consumers prefer matching
brands for products used together.

- 83% of promotional messages reach the recipient through sight

- 85% of respondents claim that music is the most important stimulus for improving
consumers' mood in a shop
- the sense of smell accounts for 75% of triggered emotions - we remember scents for up to 50
years
- taste can improve mood - chocolate, especially dark chocolate, can enhance mood and
reduce stress
- Customers spend 20% more time at the point of sale if they like the scent
- More French wine was purchased when French music was played, and more German wine
was purchased when German music was played
- Classical music, especially Mozart, encouraged customers to choose more expensive wines

Favourite scent on an international scale is VANILLA. The sweet and nutty scent of vanillin.
Participants from various backgrounds consistently rated this scent as the most pleasant.

The scent of coffee and citrus induces feelings of thirst and even hunger.

Source: Arshamian, A., et al. (2022). The perception of odor pleasantness is shared across cultures.
Current Biology, 32(9), 2061-2066.e3. KEY TAKEAWAYS:

- cultural background has a limited role in determining odor pleasantness.

- Personal preferences explained 54% of the variance, highlighting that individual experiences
or genetic factors play a substantial role in odor perception.
 - certain molecular features are universally perceived as more or less pleasant.
- Vanilla and ethyl butyrate (which smells like peaches) were consistently rated as the most
pleasant across all cultures studied.
- Isovaleric acid, found in foods like cheese and soy milk as well as in foot sweat, was
commonly rated as the least pleasant odor.

Source: Makomaska, S. (2021). Muzyka na peryferiach uwagi. Od musique d’ameublement do

audiomarketingu. Warszawa: Wydawnictwa Uniwersytetu Warszawskiego. KEY TAKEAWAYS

- The book explores music that exists in the background of our everyday environments — not
actively listened to, but still influential. This is referred to as “acoustic wallpaper”, functioning
subconsciously to shape emotions and behaviors.
- Directed stimulation – Music influences people through its tempo, volume, and rhythm.
- Directed association – Music evokes cultural or emotional associations (e.g., classical music
evokes luxury).
- Fast-paced music speeds up shopping behavior and increases impulsive buying.
- Slow-paced music encourages customers to linger and make more thoughtful decisions.
- Classical music can enhance the perceived quality of products and surroundings.

EMOTIONS ( IN MOTIONS) – THE KEY TO CONSUMER CHOICES

Can we sell emotions? – YES

 A luxury watch sells prestige and success.

 Coca-Cola sells happiness and belonging.
 Insurance ads often sell peace of mind or even play on fear.
 Tourism, fine dining, amusement parks, or even wellness retreats sell emotional states:
relaxation, adventure, joy
 EXAMPLES: Merci ( SISTERS by Charley Stadler) – add shows the relation between 2 sisters,
elder sister, who consistently comes to rescue younger one. This touching portrayal captures
the essence of familial love and gratitude, aligning seamlessly with Merci's brand message of
appreciation.
 EDEKA ADD - An elderly man spends Christmas alone year after year, as his adult children
always cancel at the last minute. Eventually, he fakes his own death by sending out funeral
invitations — a shocking move to bring the family back together. When the children arrive at
his home, expecting a funeral, they instead find their father alive and the table set for
Christmas dinner. He says quietly: “How else could I have brought you all together?”
 The advertisement shows a father playing with his daughter and placing her in a car seat,
while an older man watches, highlighting the importance of children's safety. This message
appeals to emotions related to caring for loved ones, building trust in the brand as a partner
that cares about family well-being. The campaign went beyond just promoting a financial
product. Nest Bank launched the website Superfotelik.pl, offering educational materials on
how to choose the right car seat.
 Professor Wołowik bought her father a hat with Mumin character, as he was reading this tale
when she was young.

ABRAHAM MASLOW HIERARCHY OF NEEDS

Abraham Maslow divided our need to :

META NEEDS (beyond basic survival and social BASIC NEEDS

needs)
Self-actualisation needs - need to realize one's Esteem needs - eed for self-respect, self-
full potential, to grow, to be creative, and to confidence, recognition, and the respect of
become the best version of oneself. others.
Ex. Achieving goals and being proud of them,
Ex. An athlete training not just to win, but to Receiving praise or awards for
push personal limits. Company Zdrofit provides accomplishments, Gaining the respect of peers
cheap access to gyms. or coworkers, Feeling independent and
competent, Having a strong sense of self-worth
Aesthetic needs - The desire for beauty, Love & belonging needs - need for
balance, form, and artistic experiences. interpersonal relationships, affection, and
connection with others.
Ex. A person redecorating their home to reflect Ex. Friendships, social groups, romantic
harmony and elegance. Visiting an art gallery to parnterships, family bonding, feeling of
feel inspired by visual beauty. acceptance and love. Company – merci thanks
for being here.
Cognitive needs - need to know, understand, Security needs - need for stability, protection,
and explore. This includes curiosity, the search and freedom from fear or danger—both
for knowledge, and the desire to solve physical and emotional.
problems. Ex. Having a stable job with income, living in a
Ex. A child constantly asking questions to safe neighbourhood, access to healthcare
understand how things work. An adult taking
online courses to learn a new language or skill.

Physiological needs - most basic human survival

needs—without these, the body cannot
function properly.
Ex. Food and water, sleep, shelter
EXAMPLES OF VERY SUCCESSFUL PRODUCTS / BRANDS WHICH SATISFY THE SELF -ACTUALISATION
NEEDS AND LOVE & BELONGING NEEDS:

 NIKE ( Just do It) - Nike Training App, running shoes, athlete partnerships. Promotes personal
excellence, breaking limits, and achieving goals—physically and mentally. ( Self-actualisation)
 Master class - Online courses taught by experts. Gives people the tools to master a passion or
refine a skill, helping them grow intellectually and creatively. (Self- actualisation)
 Facebook, Instagram, Whatsapp- Keeps people connected with friends, family, and
communities around the world. (love and belonging needs)
 Coca – Cola - Marketing focuses on sharing happiness, togetherness, and friendship (love and
belonging needs)
 LEGO - Connects parents and children, encourages teamwork, and builds a global community
of fans sharing creativity. ( love and belonging needs)

OBLIGATORY READING – LESSONS LEARNT FROM INTERNATIONAL EXPANSION FAILURES AND

SUCESSES

Things that were highlighted :

 Tim Hortons, a Canadian-based donut and coffee chain, opened its doors in the United States
in 1984.
 Walmart found that its formula for success in USA, does not translate to every culture. It had
a failure trying to expand to Germany. Walmart also did not adapt its products or strategies
to accommodate to german culture.
 Knowledge of local cultures and cultural preferences are critical, especially with entering a
culture with large physic distance from home country
 Chinese consumers preferred a different store design, had no problems with copyright
infringement, and wanted different locations. Ignoring these cultural variables led to large
financial losses for Best Buy.
SUMMARY ( LONG) : All five companies struggled in one way or another to better understand their
customers. Knowledge of local cultures and consumer preferences is critical, especially when entering
a culture with large psychic distance from that of the home market (Evans & Mavondo, 2002; O’Grady
& Lane, 1996). For instance, Best Buy operated successfully in Puerto Rico, Mexico, and Canada, but
failed in China. The cultures of the ‘success’ countries are more similar to that of the United States
than was Chinese culture. Chinese consumers preferred a different store design, had no problems
with copyright infringement, and wanted different locations. Ignoring these cultural variables led to
large financial losses for Best Buy. Tesco made a similar cultural mistake while entering the United
States. It did not utilize coupons, opened small stores, and reduced to a minimum face-toface
interaction with customers. Unless the service concept is revolutionary and difficult for competitors
to replicate, a firm entering a foreign market should not expect consumers to change their buying
habits. In order to attract and retain customers, the entering firm needs to tailor its offerings to local
preferences and economic conditions. All five companies also underestimated their competition.
When entering a new market, companies need to look beyond their traditional competitors and
identify small local businesses that are highly appealing to the target demographic. For example, Best
Buy underestimated the appeal of small electronics stores to Chinese consumers, and Walmart did
not factor in the local butcher as a threat. Location was an issue for several companies. Target and
Walmart both started off at a disadvantage due to purchasing pre-existing structures, while Tesco
struggled with locations that were a little too inconvenient for customers (Bateson, 2012). Best Buy
failed to build up any geographic scale when it opened only nine large locations in China, and Tim
Hortons’ slow and dispersed expansion spread marketing resources too thin. Growth should be
controlled, not too rapid (e.g., Target’s 124 Canadian stores and 3 distribution centers in 10 months)
and not too slow (e.g., Tim Hortons taking 27 years to open 500 stores. Target was plagued by supply
chain fulfillment issues. Walmart was unable to develop a low-cost supply base. And Tesco’s
distribution channel was too costly due to geographic distances between its distribution centers and
stores. Finally, timing is key. If market entry takes place during a financial crisis or global recession
(e.g., Tesco), all best efforts might be in vain: consumers are less likely to try new brands or alter their
shopping habits. A summary of the reasons for the successful international expansions of Aldo,
Carrefour, and Nordstrom are shown in Table 2. All three companies listened to and understood their
customers’ preferences. They made sure to stock their stores with local products (Carrefour) or with
products that were preferred by their customers (Aldo and Nordstrom). Carrefour’s slow expansion
was orchestrated upon the firm’s realization that vast differences in consumer preferences existed
across China’s expansive geographic footprint; Carrefour took measures to understand the unique
desires of these regional customers. In order to execute a localized strategy, Carrefour sought outlocal
business partners and empowered store management to make almost all decisions regarding store
operations. Nordstrom is currently executing a slow growth strategy in Canada as it, too, is looking to
better understand the Canadian consumer and local tastes. The successful companies also focused on
their supply chains. Aldo’s rapid design process was facilitated by a flexible and responsive supply
chain that allowed the shoemaker to manage supplier capability and capacity around the globe.
Carrefour had to help its suppliers develop sound business processes, so it provided them with
training and the technology necessary to meet Carrefour’s performance requirements. Nordstrom
chose to overstock its stores in order to avoid stockouts while it learned how to run its Canadian
logistics operations. Finally, both Carrefour and Nordstrom have been willing to change their
strategies to better accommodate their customers. For example, Carrefour moved its Chinese store
locations from city centers to suburban areas and is currently opening up smaller Easy Carrefour
stores that will be linked with its new e-commerce site. And feedback from Canadian consumers
concerning their shopping preferences prompted Nordstrom to change its entry strategy from Rack
stores to full-service stores.

CONSUMER DECISION MAKING PROCESS

Consumer as victims of producer/ retailers manipulation – EXAMPLES

 Tying and bundling

 Green washing
 False scarcity ( only to left in the stock) – pushes consumer to impulse decisions
 Shrinkflaction – You pay the same for less product without being clearly informed. Seems like
a package is the same but the amount in it is much lower
 Misleading labels and claims - Consumers assume the product is healthy or ethical when it
may not be. All natural, low fat, eco- friendly etc.
 Hidden fees - Consumers are drawn in by a low price but end up paying much more.

How to avoid manipulation and protect ourselves : Look for certified labels, Ask if each item is sold
separately. If not, ask why. Compare products and prices, take time to make decision.

Need arousal – realization of need or problem

ex. My shoes are worn out or I am hungry

Information search – consumer seeks

information to solve a problem. Looking in
internet, asking friends etc. Can be internal
(memory) or external ( new search). WOM –
word of mouth

Evaluation and selection - The consumer

compares different options. Brands, quality,
prices, features. Choses payment option
Purchase - The consumer chooses and buys the product/service. It can be influenced by promotion,
availability or peer pressure. Exchanging money for goods, getting receipt.

Post purchase evaluation - Satisfaction (loyalty) or dissatisfaction (returns, complaints). Cognitive

dissonance may occur: second-guessing the decision.

Feedback - Experience influences future decisions and brand perception.

What can influence my decision as consumer : price, quality, previous experience, features, needs,
peer pressure, opinion of family, occasion, reviews, the status that it gives ex. rolex

CONSUMERS AS OBJECT OF MANIPULATION:

 Customer can spend 20 % more time in point of sale if they like the scent/ specific smell.
Sensory branding is a sensory showcase of your brand, tailored out of music, aroma, or visual
setting. It effectively affects Customers’ senses and emotions, builds their attachment to your
brand, and increases sales. The stimulation of the senses affects the feeling of emotions.
Consequently, we learn, remember, and attach more easily to the brand.
 85% of respondents says that music is the most important stimulus for improving mood of
customers in store
 75% emotions are evoked by a smell
 83% marketing messages is reached by eyesight
 51% remember in store media advertising
 A total of 56% of Customers confirm that tactile and interactive visual solutions are the
reasons why they want to make a purchase

what you consider to be an effective promotional activity based on the concept of a testimonial
featuring a well-known person/celebrity/expert.

- Nike’s “You Can’t Stop Us” Campaign Featuring Serena Williams. It focused on inspirational
visuals showing athletes from all backgrounds overcoming obstacles. Serena Williams is not
just a famous athlete—she’s a symbol of resilience, strength, and discipline. Her real-life
experience overcoming racism, injury, and criticism adds authentic emotional weight to the
message. Viewers trust her perspective and associate Nike’s brand with those same values.
You can’t stop sport." – The pandemic paused the world, but not the human spirit. "You can’t
stop us." – A message of unity: what divides us is less than what brings us together.
- Maciej Musiał and Intimissimi - Maciej Musiał is perceived as elegant, modern, and
relatable, appealing to both young and mature male consumers.He is also seen as authentic
and charismatic, making him an ideal face for a brand that focuses on confidence, comfort,
and style.
- Jane Fonda, Loreal an acclaimed actress and activist, endorses the Age Perfect Golden Age
skincare line. The advertisement showcases Fonda discussing beauty, confidence, and aging
gracefully. Her openness about aging and commitment to wellness resonate with consumers
who value transparency and experience. Beauty has no age. Similar add with Hellen Mirren.

In The Joneses, a seemingly perfect family—Kate, Steve, Jenn, and Mick—moves into an affluent
suburban neighborhood. However, they are not a real family but a team of stealth marketers
employed by a company to promote luxury products. Their home is filled with the latest gadgets,
fashion, and cars, all intended to spark desire among their neighbors. By showcasing these products
in their daily lives, they influence others to make similar purchases, effectively boosting sales through
covert means.
In 2021, top Instagram influencers who stood out included athletes like Cristiano Ronaldo and Lionel
Messi, celebrities like Selena Gomez, Kylie Jenner, and Dwayne Johnson, and musicians like Ariana
Grande and Billie Eilish.

Fake famous in 2021 - The film examines how easily fame can be manufactured in the digital age,
highlighting the blurred lines between authenticity and fabrication on platforms like Instagram. Ex.
they rent a set designed to look like a private jet cabin for photo opportunities. Fake Famous critiques
society's obsession with online popularity and the lengths individuals will go to achieve it.

UOKiK (Urząd Ochrony Konkurencji i Konsumentów – Office of Competition and Consumer

Protection) is Poland’s consumer protection authority. In recent years, it has increasingly turned its
attention to social media influencers, especially around transparency in advertising. Many influencers
promote products or services on platforms like Instagram, TikTok, or YouTube without clearly
disclosing that they are paid advertisements or sponsored content. This can mislead consumers, who
may believe the influencer’s opinion is unbiased.

Labeling paid partnerships with tags like #ad (#reklama) or #sponsored (#współpraca reklamowa)
TYPES OF CONSUMER DECISION -> CRITERIA TIME AND LEVEL OF INVOLVMENT

 HABITUAL DECISIONS – repetitive programmed routine, automated. Low involvement,

minimal effort. Common for everyday purchases like toothpaste, bread.
 DELIBERATE DECISIONS – judicious, Thoughtful, well-considered, rational choice. High
involment, requires time for research, often for expensive or important items ex. car, laptop.
looking at pros and cons of purchase.
 IMPULSE DECISIONS – unplanned, sudden, emotionally driven ( impulse buying ) –
spontaneous, triggered by emotions or environment, Often leads to buyer’s remorse
- Are done be pure impulse - A completely unplanned and irrational purchase triggered by
emotion or novelty. Often emotionally driven. Ex. Buying a weird kitchen gadget just because
it looks cool
- Or quasi- impulse – suggested or reminded decisions, planned impulse decision /planned
product category, planned impulse. A purchase that is partly spontaneous but involves some
level of consideration. May be familiar or previously considered, triggered by promotion or
reminder. Ex. Buying a favorite snack you didn’t plan to buy but saw it on sale

TYPES OF CONSUMER DECISIONS -> BASED ON ROLE OF PARTICIPANTS IN PROCESS

WIFE DOMINANT- wife has

more influence, responsibility
for food is nearly 80% of the
wives, women tend to have
more to say about grocery,
toys, clothes, medicine.

HUSBAND DOMINANT -
husband has more control or is
more involved. Ex. Car
purchases, electronics,
insurance policies
AUTONOMIC – when one family member is responsible for choosing a product. either the
husband or the wife, but not both. Ex. Personal clothing, books, hobby related items.

SYNCRETIC – occurs when decision involve 2 partners. Done after discussion and negotiations.
Syncretic decisions are common for vacations, homes, appliances, furniture, home electronics,
choosing a school.

CONSENSUAL – where the group agrees on the desires purchase. Family deciding to get a pet or
move to a new city. All members (spouses/family) agree on the desired outcome, even if roles
differ.

In traditional families man makes money, women spends it. Modern gender families share
participation in family maintenance activities. The greater the income the greater power that
spouse has. Middle – class families make more joint decisions. Families with young children are
more likely to consume healthy foods.

gatekeeper - person who conducts info search and controls the flow of info

Emotions after purchase decision: excitement, doubt, uncertainty, trust, satisfaction, value
consideration.

------------------------------------------------------------

POSTPURCHASE DISSONANCE - refers to the psychological discomfort a consumer feels after

making a purchase decision, particularly when the choice involved a difficult trade-off or when
doubts arise about whether the right decision was made. This discomfort is especially common in
high-involvement purchases, such as expensive items or those with long-term consequences.

Leon Festinger’s Theory of Cognitive Dissonance Stanford University, 1957- a discomfort or

dissonance occurs when a consumer receives new info concerning a belief or an attitude that is in
conflict with the original belief or attitude.

How people are trying to reduce post purchase dissonance:

- Seeking reassurance (e.g., reading positive reviews of the product they bought).
- Avoiding conflicting information (e.g., ignoring ads for competing products).
- Rationalizing the purchase (e.g., “I got a great deal” or “It suits my needs perfectly”).
- Talking to supportive others who affirm the decision.

How firms are trying to reduce post purchase dissonance:

- Sending thank-you notes or follow-up emails to reassure the buyer.

- Customer service: Offering support, warranties, and easy return policies.
- Reinforcement marketing: Reminding the buyer of the product’s benefits after the purchase
(e.g., testimonials, success stories).

CONSUMER RISK

Risk is the possibility of loss, damage, or any undesirable outcome resulting from a given action,
event, or decision. It involves uncertainty about future outcomes and the potential for negative
consequences. An action that jeopardizes something of value.

Consumer risk - Consumer risk refers to the perceived or actual potential for loss or negative
outcomes that a buyer associates with the purchase or use of a product or service. Ex. Buying a
 travel ticket with short transfer, buying on sale without comparing prices, buing online not
knowing the quality.

TYPES OF RISKS :

 performance/functional - will it do what is supposed to ? - The risk that the product or

service won’t perform as expected. Example: A fitness tracker that doesn’t accurately
track steps or heart rate.
 physical - Is it safe to use? - The risk of the product causing physical harm or injury. Ex.
toys with small elements for kids.
 financial – Is it worth my money? - The risk that the product will not be worth the money
spent. Example: Buying an expensive smartphone that turns out to be unreliable.
 social – will my family approve it? - The risk that the purchase might lead to social
disapproval or embarrassment. Example of a clothing brand that peers considers uncool.
 psychological – will i feel good using it? - The risk that the product might affect the
consumer’s self-image or mental satisfaction. Feeling bad after purchasing fast fashion
due to environmental concerns
 time – how long i will be looking for it? - The risk that the consumer’s time will be
wasted if the product or service fails. Example: Spending hours setting up a software that
doesn’t work properly.
RISK REDUCITION METHODS

CONSUMER – actions to prevent from PRODUCER/RETAILER - Actions to reduce

potential risk consumer risk and build trust
- Information seeking ( formal or - Providing warranties
informal ex. WOM – word of - Having certificates and rewards for
mouth), reading reviews etc products
- Looking at store brand/ prestige - Money- back guarantees
- Being loyal to a brand that gave us - Tests results
positive experience - Prepurchase trial
- Making rational decisions - Reliable info
- Collective decisions (syncretic) - Competent sales man
- Choosing product with higher price -
for better quality ex. Wine
- Visiting physical stores to examine
the product firsthand
- Comparing multiple alternatives
before purchase
- Testing or sampling when available
- Reading product labels and
ingredient lists (especially in food,
cosmetics)

VIDEOS Retail tricks: How stores make you spend more (CBC Marketplace):

o Bait and switch is a deceptive marketing or sales tactic where a company lures customers in
with an attractive offer (the "bait"), but once the customer shows interest, the company tries
to switch them to a different, often more expensive or less favorable, product or service.
 the bait Is - An advertisement promotes a product at a very low price or with highly attractive
features. This product is often either not available or available in very limited quantities.
The Switch is when the customer inquires or visits the store, they are told the bait product is
out of stock, not suitable, or of lower quality. The salesperson then pushes a different, more
expensive, or profitable product. Consumers can report such practices, and companies may
face fines, lawsuits, or reputation damage.
o Using a color yellow to draw attention.
o Special offers on eye level, cheaper products/ substitutes on the lowest shelves
o Products for children would be put on lower shelves to make them accessible for kids and to
target kids, which would target their parents (pester power) - refers to the influence children
have on their parents' buying decisions through persistent nagging or repeated requests.
Used by retailers in food, toys, fashion, entertainment departments.
o Daily rumble – putting products in such a way that the logo would be visible and products
would be placed in perfect line
o Loyalty cards – helps consumers to pick one supermarket and stick to it. Loyalty cards help
marketers to better understand consumers thanks to gathering the data
o DUNNHUMBY – the company which Tesco pick for cooperation. The firm identifies different
kinds of shoppers to better target consumers
o Retail theatre refers to the use of visual design, storytelling, entertainment, and sensory
experiences in a retail store to engage customers emotionally, create memorable shopping
experiences, and encourage purchases. It transforms a store from a place to buy things into a
stage where the brand story comes alive. Ex. Music at the store, mannequins, sampling
station
o Products that suits together are put near by – wine and cheese etc.
o Do not go to store when you are hungry
o Larger baskets make people buy more because they think their shopping job is not over until
they fulfil the basket
o The Victor Gruen Effect is a psychological phenomenon in retail environments where a
carefully designed store layout causes shoppers to lose track of their original intentions and
become more impulsive or emotionally influenced, often leading to unplanned purchases.

QMR - To Understand “why” people behave as they do (not just what they do).

Focus: Uncover hidden motives, feelings, emotions.

Output: In-depth insights, not statistical generalizations.

QMR- Its main purpose is to explain WHY the inquired persons behave as they do, discover the real
reasons of people’s behaviour which are not expressed directly. QMR enables to understand this
behaviour profoundly as well as to interpret it correctly. QMR comprises a small sample of
respondents, so the results cannot be representative in a statististical sense, and hence cannot be
projected onto the target population.

"Magnum in Parvo" is a Latin phrase meaning "greatness in smallness" or "much in little." It suggests
that something small or compact can contain great value, power, or meaning. Even short surveys can
produce deep insights. GREAT MEANING IN SMALL DATA

WHAT IS QMR USED FOR?

 defining problems in more detail,

  suggesting hypotheses to be tested in subsequent research,
 generating new product/service concepts, problem solutions, etc.,
 getting preliminary reactions to new product concepts,
 pretesting structured questionnaires
 learning the consumer’s vantage point and vocabulary,
 showing the researcher an unfamiliar environment: needs, satisfactions, usage situations,
problems,
 gaining insights into topics that otherwise might be impossible to
 pursue with structured, quantitative methods.

DISCIPLINES USED IN QMR :

- General Psychology – behaviour, emotion

- Sociology & Social Psychology – group dynamics
- Anthropology – culture
- Semiotics - study of signs and symbols and how they are used to create meaning
- Economics – consumer decision making

QMR METHODS :

 in-depth group interview : These are structured or semi-structured discussions conducted

with multiple participants, usually 6–10 people, led by a trained moderator. Used when when
other persons’ influence is meaningful in real life, when consumers make collective decisions,
interactions, group stimulation+dynamics→ needed. Used for obtaining general background,
generating hypotheses, stimulating new ideas & creative concepts, discovering the
respondents’ language, interpreting quantitative results
 Focus Group Interview (FGI) – Most common; diverse or similar participants.
Explore perceptions, attitudes, needs, language, and motivations. Last about 2 hours.
Good when You want to test concepts (ads, packaging), Understand reactions to new
products, Explore group dynamics and social influences
 Paired Interviews / Dyads – Two people (e.g., couples, friends usually they know
each other). Good for Exploring interpersonal dynamics, joint decision-making, or
how relationships affect choices. The advantage is the natural interaction between 2
people who know each other.
 Triads – Small group of three; useful for sensitive topics. Offers a balance between
individual depth and group interaction. Used when Exploring sensitive topics (e.g.,
personal care, health, finances), You want diversity but less pressure than a full focus
group, Participants may be reluctant to speak in larger settings. Easier moderation
and deeper insights due to intimacy.
 Extended Groups / Creativity Groups – Longer sessions focused on brainstorming.
(up to 3–4 hours) designed to allow deep exploration and creative brainstorming.
Used when : You need idea generation (e.g., for ads, slogans, packaging), Want to test
multiple stimuli or conduct projective exercises, Exploring symbolism, emotions, or
complex experiences. Usually done by collages, role- playing, mind- mapping, mood
boards.
 Affinity Groups – Participants share common characteristics (e.g., moms, gamers,
diabetics, dog owners, health enthusiast). Participants share a strong commonality
(e.g., same lifestyle, demographic, product usage). Helps to explore how a shared
identity or context shapes perceptions and behavior. Used when studying lifestyle-
 driven segments. You want natural conversation and shared language. Understanding
needs within a niche

In depth group interviews Best used when :

- You need group dynamics (e.g., peer influence, family decisions). – interaction simulates rich
responses
- You want to generate new ideas, explore attitudes or test concepts. – quick way to gather
different views
- You aim to discover respondents’ own language and symbolic meanings.
- To interpret quantitative data with deeper context.

Focused group interview studio features: It should have 2 rooms, one where the focus group
happens, and other observation Room – separated by a one-way mirror for clients/researchers to
observe unseen. It should be big enough for 10 people. It should have oval or round table and
natural décor ( not distracting, warm tones), whiteboard, sticky notes, markers. It could have
snack and water. Moderator should sit at the same table.

TASK : propose the ideal characteristics for a moderator conducting a focus group interview with
respondents: parents and/or legal guardians of children transported in such bike trailers.

- Active person
- Similar age group as parents so they won’t feel that moderator has greater experience
- Good listener and speaker, friendly and objective
- Lady would be better at this case
 in-depth individual interview (IDI) – face to face/ one on one - These are one-on-one
interviews, either semi-structured or unstructured, often called “mini-depths.”. When
respondent needs the atmosphere of intimacy, subject is sensitive, intensive probing
demanded for example a product for skin which is demanding. It helps to learn about
complex decision making proccess, deep investigation of reasons behind consumer’s choices.
Best when : Topic is sensitive or personal (e.g., health, finance). Respondent needs privacy or
won’t open up in a group. You want to explore complex decision-making in detail.
Advantages: Allows deep probing. Builds intimacy and trust. Flexible to follow unexpected
directions.
 semi-structured interviews – guide based but flexible. guided by a predetermined
set of questions, but with the flexibility to deviate, probe deeper, or follow new
directions based on the respondent’s answers. When you need comparability across
multiple interviews, Topic is broad, and you want both structure and freedod,
Research includes both exploratory and confirmatory goals. Why did you choose that
brand? ”How do you usually feel when using this type of product?”
 in-depth unstructured - Conversational and exploratory. - A completely open
conversation where the interviewer encourages the respondent to lead the
discussion, using prompts only when necessary. No formal quide, very interactive.
Helps uncover hidden motivations, emotions, and meanings. Topic is highly sensitive,
unfamiliar, or emotionally complex. “Tell me about your experience with this brand.”
 interview, mini-depths - Shorter but still detailed. - Shorter versions of in-depth
interviews, typically lasting 20–30 minutes instead of 45–90 minutes, but still focused
on deep exploration of a topic. Often used in pilot studies, quick feedback, or time-
constrained contexts or when the budget is limited. Useful for concept testing, initial
reactions, or pretesting surveys
  participant observation - being with consumers in their natural environment, when the
problem hasn’t been investigated yet, when real behaviour may be far away from
declarations. Studying the use of products, ways of consumers’ communications, purchasing
procedure. Used when You want to see actual behavior vs. what people claim. Studying usage
patterns, purchasing habits, product interaction, etc. Problem is new or not well understood
yet. You can always start small talk and ask why they had choose this product.
 declared /avowed (overt observation) - Participants know they are being observed.
Unfortunately they might change their behaviour a bit with this knowledge
 latent /hidden (covert observation) - Participants are not aware

ENABLING TECHNIQUES :

PROJECTIVE TECHNIQUES – indirect methods used to get people to reveal hidden thoughts, desires,
or attitudes that they may not express directly.

o Forced Relationships – Connecting unrelated things (e.g., “If this brand were a drink, what
would it be?”) Combines unrelated ideas to spark creative connections.
o Anthropomorphization – Giving human traits to brands/products (e.g., “Describe this brand
as a person”). If this car were a person, what would it be like?”. To Uncover emotional or
personality associations.
o Sentence Completion – Participants finish prompts (e.g., “When I use this product, I feel …).
Reveals subconscious motivations.
o TAT (Thematic Apperception Test) – Respondents interpret images/scenes to reflect their
thoughts. Participants tell a story based on ambiguous images. Reveals internal conflicts,
emotions, or motives.
o Cartoon Completion –Participants complete dialogue in cartoon panels. Elicits attitudes in a
non-threatening way.
o Psychodrama – Roleplay situations to bring out emotions. Helps explore unspoken feelings or
social dynamics.
o Collage – Create visual boards to express thoughts or brand impressions. Uncovers symbolic
and emotional associations.

OTHER TECHNIQUES – PROBING

 Conceptual Mapping – Visualizing how people see a brand/concept. Participants map out
related concepts visually (mind maps, diagrams). Understand how people structure their
knowledge.
 2D Scaling – Mapping perceptions across two axes (e.g., price vs quality). Clarifies perceived
relationships and priorities.
 Laddering – Repeatedly asking "why" to trace back to core values. in-depth interviewing
technique that uncovers the underlying values and motivations behind a person’s choices.
Each response is followed with a deeper "why" until you reach a core value.
 Triangular Interview – Comparing three elements to reveal deeper judgments or A Triangular
Interview is a three-participant qualitative method involving: The Interviewer, The Primary
Respondent (Interviewee) and A Third Party – either a: Passive Observer or Second
Respondent. Can be done online.

TASK : As a market research agency you are asked for presenting a RESEARCH PROJECT addressed to a
company (coffee producer and owner of coffee shops all over Poland – major cities) which can help in
this case – support the company to answer some questions given below:
• How should the packaging look like to meet the youngsters’ needs & wants?

• What would be the best taste/tastes?

• How to make it „good for health”?

• How the coffee should be served?

What research methods would you recommend? Whom will be your respondents? How would you
organize the research process?

ANSWER:

Focus Groups (Online & In-person, 6–8 participants each)

 Explore emotions, preferences, visual stimuli.

 Test packaging prototypes, taste descriptions, health claims.

Triangular Interviews

 Use with friends or peer pairs to uncover real-life consumption dynamics, peer influence,
and contradictions.

 Great for discussing brand image, packaging appeal, and taste.

Projective Techniques:

 Collage creation: Ask participants to create a mood board of their ideal coffee brand
experience.

 Sentence completions: “When I drink coffee, I feel…” to uncover emotional associations.

Taste Test Sessions (paired with short interviews)

 Conduct blind testing of new coffee blends.

 Collect spontaneous taste preferences and health perceptions.

Online Survey (CAWI – Computer-Assisted Web Interviewing)

 Sample size: ~800–1,000 Polish respondents aged 18–30 across major cities.

 Survey includes:

o Packaging preferences (via image-based testing)

o Taste ranking (e.g., caramel, nutty, fruity, bold roast, etc.)

o Attitudes toward health (e.g., "low-acid", "organic", "functional", "no sugar")

o Preferences for formats (takeaway, iced, reusable cups, nitro cold brew, etc.)

Respondends :Age: 18–30 Location: Major Polish cities (Warsaw, Kraków, Gdańsk, Wrocław, Poznań,
Łódź, etc.) Segments: Students, Young professionals, coffee shop regulars (3x/week+), Health-
conscious individuals, Trend-followers (early adopters)

HUMAN FACE OF BUSINESS

MISLEADING TACTICS IN MARKETING:

 1) Our food tastes as good as it looks – ex. Fast food have nice pictures but food is not looking
like that when you order
2) Our cars perform well on the road
3) Our miracle bracelet will heal you – q-ray
4) Our system will get you rich quick
5) Our food is all natural
6) Our beauty product will turn back time

1976 Nobel Prize in Economics for prof. M. Friedman = „MONEY MATTERS!” – it pays

Friedman died 16.11.2006

1976 prof. M. Yunus established Grameen Bank „PEOPLE FIRST!” - it is worth

10.12.2006 prof. Yunus got Peace Nobel Prize

2008/9 recession accelerated the phenomenom

In the center of attention is human. Human is representing supply side of a market – producer,
supplier, middleman, owner and is also representing demand side of a market buyer, consumer,
client, user.

Two economist points of view:

1) Martin Feldstein, dual nature of altruism – altruistic attitudes are of double character,
depending on a donor’s intention: gratuitous, pure altruism, impure altruism
Pure altruism - The donor gives solely for the benefit of others. Motivation: Genuine concern
for the recipient’s well-being. Example: Donating to reduce suffering, without expecting
anything in return.
Impure altruism - The donor gains personal satisfaction or “a warm glow” from the act of
giving. Motivation: Mixed—partly self-interest, partly others’ benefit. It’s still altruistic, but
not entirely selfless. Example: Giving to charity because it feels good, improves one’s image,
or brings emotional reward.

2) Thorstein Veblen – actual motives of competitive and envious character may be detected in
each charity action. “Charitable actions often serve to enhance the giver’s social status
rather than to help the needy.” Charity can be a form of “conspicuous giving”—a way to
display wealth, virtue, or moral superiority. Underlying motives: Envy, competition, prestige-
seeking. Example A millionaire funds a public hospital wing not just to help patients, but to
have their name on the building—motivated by legacy, visibility, and influence.

PRECURSORS – EARLY INNOVATORS EXAMPLES:

 THE BODY SHOP – founded in 1976, UK by Anita Roddick. One of the first brands to promote
cruelty-free, natural, and ethically sourced beauty products. Fair Trade ingredients before it
became a global movement. Focused on environmental activism, recycling, and social justice.
Refillable packaging and sustainable store design. Campaigns against animal testing. Ethical
sourcing (e.g., shea butter from Ghana). Introduced the idea that buying products can be a
moral choice. Pioneered the concept of value-driven branding. Attracted conscious
consumers long before the term "green consumer" was common. Just before her death,
Anita Roddick sold The Body Shop to L'Oréal in 2006 for £652 million. The move was
controversial, as L'Oréal was criticized for animal testing practices—seemingly at odds with
 The Body Shop’s ethics. Roddick defended the sale at the time, saying it was a way to “change
L'Oréal from the inside.” The Body Shop lost some of its activist edge and brand authenticity
in the eyes of consumers. In 2017, L'Oréal sold The Body Shop to Natura &Co. This move was
seen as a “return to ethical roots” for the brand. Natura sold The Body Shop to private equity
firm Aurelius Group. And now it has financial difficulties.
 IVES ROCHE - 1959, France by Yves Rocher. One of the first to integrate plant-based
ingredients in cosmetics. Emphasized eco-design, botanical science, and respect for
biodiversity. Focus on direct-to-consumer model from early on (via mail order and retail). 
Educated consumers about botanical efficacy and eco-consciousness. Built long-term
customer loyalty around nature and health. Helped normalize plant-powered beauty as an
industry standard.

Transactional marketing - aimed at maximizing individual sales transactions rather than building
long-term customer relationships. Focus on price, product, promotion, and placement (4Ps), one-
time purchases, minimal customer engagement. Goal: Quick conversions and high volume sales.
Ex. Flashsales, discounts, aggressive promotions

Strategic marketing - A long-term, planning-driven approach where marketing decisions are

aligned with a company’s overall business goals and competitive positioning. Market analysis,
segmentation, targeting, positioning (STP). Aligns marketing with business strategy. Involves
competitor analysis, trend forecasting. Focus on sustainable competitive advantage. Example: A
brand repositioning itself as premium to enter a new market segment.

Societal marketing - aims to balance company profits, customer satisfaction, and societal well-
being. Ethical responsibility. Long-term impact on society and the environment. Doing well by
doing good. Example: A company that produces biodegradable packaging even if it's more
expensive, to reduce environmental impact.

Relationship marketing - focused on building and nurturing long-term relationships with

customers rather than on individual sales. Customer loyalty, retention, satisfaction. Frequent
communication, personalization, use of CRM (Customer Relationship Management) tools.
Example: Loyalty programs, email follow-ups, personalized offers.

exam Value based marketing - A customer-centric approach where marketing focuses on delivering
superior value and aligning with customers’ personal values and expectations. A customer-centric
approach where marketing focuses on delivering superior value and aligning with customers’
personal values and expectations. Understands what the customer truly values. Emphasizes brand
purpose, authenticity, and differentiation. Often tied to emotional, social, or functional value
Example: Patagonia promoting environmental activism to connect with eco-conscious consumers.
 TRUST is key word in contemporary business. Ex. Trustworthy employer, business partner,
member of society and trustworthy food retailer” Biedronka Discounts is losing its meaning.

Examples of companies that build relation or partnership from consumer perspective :

- Arizona green tea

- Sweeden video games companies – the players became procumer, they are included in the
process of development of a game

Polish consumer federation – is non governmental organisation. Main goal is to Protect and
represent consumer rights in Poland. The key activities are Legal advice and assistance to consumers
(free of charge), Public education on consumer rights, Influencing legislation and public policy,
Collaboration with EU consumer organizations

Association of Polish Consumers – Stowarzyszenie Konsumentów Polskich (SKP) - Focuses on

improving the legal and institutional protection of consumers. The key activities are: Consumer
education and awareness campaigns, Legal consultations and expert opinions, Represents consumers
in public consultations

Verein für Konsumenteninformation – VKI (Austria) - Non-profit consumer protection organization.

Conducts product tests, publishes the “KONSUMENT” magazine. Offers legal advice and runs class-
action lawsuits. Promotes consumer education and fair market practices

RE – GENERATION PRINCPLE (EXAM) - refers to a sustainable, forward-thinking mindset where

companies, governments, or individuals not only minimize harm to the environment and society but
actively restore, renew, or improve it.

R Meaning Role in the Re-Generation Principle

Encourages innovation and rethinking entire

1. Re-evaluate how we produce,
systems (e.g., circular economy, regenerative
Rethink consume, and design.
agriculture).

Say no to unnecessary or harmful Reduces demand for unsustainable goods; a

2. Refuse
products and packaging. preventive measure.

3. Minimize resource use and waste Lowers consumption and decreases environmental
Reduce production. impact.

Use items more than once instead of Extends product life cycles, reducing waste and
4. Reuse
discarding. resource extraction.

Supports a culture of maintenance and reduces

5. Repair Fix items rather than replacing them.
demand for new resources.

6. Swap harmful or unsustainable Moves toward eco-innovation (e.g., biodegradable

Replace materials/practices for better ones. vs. plastic).

7. Process used materials into new Still important, but a last resort compared to
Recycle products. reduction and reuse.
 This image presents a CSR pyramid (Corporate
Social Responsibility).
It shows three levels of responsibility for
companies:

1. Legal Responsibility – obeying the law

(foundation).

2. Economic Responsibility – using

resources wisely, fair work conditions, and
ensuring profits.

3. CSR (top) – broader ethical and social

responsibilities beyond legal and
economic duties.

The 17 Sustainable Development Goals (SDGs) were introduced as part of the 2030 Agenda for
Sustainable Development, adopted by all UN Member States in 2015.

1) No Poverty – End extreme poverty everywhere.

2) Zero Hunger – Ensure everyone has access to safe, nutritious food.
3) Good Health and Well-being – Promote healthy lives and access to healthcare.
4) Quality Education – Provide inclusive and equal education for all.
5) Gender Equality – Achieve equality and empower women and girls.
6) Clean Water and Sanitation – Ensure clean water and toilets for everyone.
7) Affordable and Clean Energy – Access to safe, renewable, and affordable energy.
8) Decent Work and Economic Growth – Promote jobs and fair economic growth.
 9) Industry, Innovation and Infrastructure – Build strong infrastructure and support
innovation.
10) Reduced Inequalities – Decrease inequality within and between countries.
11) Sustainable Cities and Communities – Make cities safe, resilient, and green.
12) Responsible Consumption and Production – Use resources wisely and reduce waste.
13) Climate Action – Take urgent steps to fight climate change.
14) Life Below Water – Protect oceans, seas, and marine life.
15) Life on Land – Protect forests, wildlife, and natural habitats.
16) Peace, Justice and Strong Institutions – Ensure justice, safety, and accountable
institutions.
17) Partnerships for the Goals – Work together globally to achieve all goals.

Other proposed dates for Millennials

According to Iconoclast, a consumer

research firm, the first

Millennials were born in 1978.

Newsweek magazine reported that

the Millennial generation was

born between 1977 and 1994.

In separate articles, the New York

Times pegged the Millennials at

1976-1990 and 1978-1998.

A Time magazine article placed the

Millennials at 1980-2000.

According to a study conducted by IQS for the Generations agency, the mother plays the biggest role
in purchasing decisions, but the child also has a say. The study focused on teenagers aged 11–16.

being used to shortages - baby boom generation in poland

TASK : the demographic downturn, societes are growing older. Find examples of marketing activities
referring to the tendency given above

- Otsuka Pharmaceutical (Japan): Developed nutrition drinks and supplements in packaging

designed for elderly consumption—single-serve sizes, with easy-open caps.
- L’Oréal’s “Age Perfect” Campaign: Uses older brand ambassadors like Helen Mirren to
promote its Age Perfect line, portraying beauty and vitality in older age, challenging
stereotypes about aging.
- Nike – “You Can’t Stop Us” Campaign: Included older athletes to show that sport is for all
ages, subtly appealing to older demographics embracing an active lifestyle.
- Google’s “Stay Connected” Campaign: Promoted video calling and search features showing
older adults learning to use tech to stay in touch with family during the pandemic.
- Cruise for seniors – stena line
- Adeg Aktiv Markt 50+ - is a supermarket model developed by ADEG, a cooperative grocery
chain in Austria. The concept focuses on providing a senior-friendly shopping experience for
customers aged 50 and over. It has wider aisle for walkers or wheelchairs. Lower shelves for
 easier product access. Better lighting and clearly readable price tags (larger fonts, high
contrast). Seating areas for rest.

WOM is perceived as the most trustworthy source of info.

CONTEMPORARY TENDECIES:

- Societies are getting older

- children sometimes the foremost decision makers in purchasing proces
- rising number of atypical households
- increasing meaning of WOM, ambient media, trendsetting, networks, blogs + bloggers,
influencers, youtuber ex. Lody ekipa
- foreign goods and services available all over the world owing to globalization of market
activities
- public and fast access to international and pluralistic info
- international ofer vs. consumer ethnocentrism (kaszubian strawberries)
- systemic product - product which can solve our problems, reduce our time risk (rice and
sauce, the same brand, tonic, limon juice, gin, moisturiser sun cream foundation of the same
brand)
- comparison of lifestyles, shopping habits, assortments owing to international journeys
- global village?
- systemic product - product which can solve our problems, reduce our time risk (rice and
sauce, the same brand, tonic, limon juice, gin, moisturiser sun cream foundation of the same
brand)
- high streets vs. shopping malls
- compression of time and space in everyday life - being able to buy in the middle of the night

Douglas Cumming, Sofia Johan (2015) Cameras tracking shoppers: the economics of retail video
surveillance, Eurasian Business Review, no. 5, pp. 235–257 DOI 10.1007/s40821-015-0023-3

o A simple comparison of the data across time showed that the percentage increase in total
value of transactions, number of transactions, and average value of transactions was greater
among the stores that made use of the surveillance technology relative to those that did not
o The study by Douglas Cumming and Sofia Johan, titled "Cameras Tracking Shoppers: The
Economics of Retail Video Surveillance", published in the Eurasian Business Review in 2015,
investigates the impact of video surveillance on retail performance. The authors conducted
an experiment involving six sporting goods stores, three of which implemented placebo video
surveillance and three that utilized insights gained from actual video surveillance data
starting halfway through the sample period. The findings revealed that the use of video
surveillance led to significant improvements in total sales per hour, the number of
transactions per hour, and the average size of each transaction.This research highlights the
potential benefits of video surveillance in retail settings, suggesting that it can enhance
operational efficiency and sales performance. However, it also raises important questions
about privacy and the ethical implications of monitoring customer behavior. As surveillance
technologies become more advanced, retailers must balance the advantages of improved
performance with the need to respect customer privacy and comply with data protection
regulations.

ROPO - research online purchase offline / research offline purchase online

 Research Online, Purchase Offline Consumers browse products and compare prices online but
prefer to finalize purchases in physical stores. Offline stores benefit from online research-driven
traffic.

Research Offline, Purchase Online The reverse: consumers visit a physical store to see or try a
product but then purchase it online, often for better price or convenience.Retailers need to integrate
online and offline strategies to capture these sales.

GAMIFICATION - Using game elements (points, levels, rewards) to engage customers or employees.
In retail, it could be loyalty programs or interactive shopping experiences to increase engagement and
sales. Companies like Gamelearn. video games allow you to attract the attention of users and keep
them attentive to your messages and objectives.

FOMO (Fear of Missing Out) A psychological trigger often used in marketing to encourage quick
purchases or participation (limited-time offers, flash sales). Drives urgency and increases consumer
engagement.

TECHCELERATION Accelerated adoption of technology, especially driven by external shocks like the
Covid-19 pandemic. Pandemic sped up trends like e-commerce, contactless payments, remote work,
and digital marketing. Retailers had to rapidly adapt to survive and thrive.

WHAT IS HAPPENING RIGHT NOW :

 consumers more sceptical and critical attitudes towards firms’ activities

 increase in consumer consciousness – ‘together we are the power’
 Consumers aware of ubiquitous surveillance
 impact of eco, ethical & CSR orientation
 increasing role of intangible values
 Expensive products replaced with cheaper ones, sometimes even luxurious - just to
be in a good mood (”lipstick effect”)

"lipstick effect"- a lady who cannot afford to buy a beautiful dress from chanel, she is
satisfied with buying just the lipstick from chanel, caused by the financial crisis

 saving is essential – but without deterioration of quality

 searching for cheaper offers is in fashion - cheap is chic (discounts, outlets, price
comparisons, group purchases)
 Comeback of consumer ”barter”
 increased interest in DIY guidebooks (mainly in Internet)
 counteracting wastage – REgeneration (reduce, reuse, recycle)
 increase in popularity of simple products in modest packaging
 focus on product functionality, utility rather than its image
 instead of promoting a product as: terrific, revolutionary, amazing, hot – more
adequate: useful, good enough
 necessity of slacking off reflected in products: red bull --> slow cow

Gestalt Theory (from psychology) focuses on how people perceive patterns, wholes, and structures,
rather than just individual components. The core idea is:
“The whole is greater than the sum of its parts.”

In consumer behaviour, Gestalt principles explain how consumers interpret and respond to
products, packaging, advertising, and retail environments based on visual and cognitive patterns.
OMNIBUS PROJECT - An Omnibus survey/project is a multi-client quantitative research method where multiple companies
or researchers share the cost of a single large survey. Each client buys a few questions and gets data only for those
questions. One survey questionnaire with different sets of questions for each client. IN EU context Omnibus Directive
refers to a major legislative update to consumer protection laws across the European Union. When a price reduction is
advertised, the previous (lowest) price within 30 days must be shown.\