MARKETING 3710 -- INTERNET CONSUMER BEHAVIOR
MARKETING 3710 -- INTERNET CONSUMER BEHAVIOR MARKETING 3710
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This 19 page Bundle was uploaded by Frederick Notetaker on Saturday January 9, 2016. The Bundle belongs to MARKETING 3710 at University of Missouri - St. Louis taught by Haim Mano in Spring 2014. Since its upload, it has received 25 views. For similar materials see INTERNET CONSUMER BEHAVIOR in Marketing at University of Missouri - St. Louis.
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Date Created: 01/09/16
Focus Group Script “We are meeting to discuss your experiences energy drinks. What we discuss here will remain confidential. I will start by asking you to describe very briefly an experience you have had with energy drinks. We will then go on to discuss some of your experiences in more detail. The entire session will probably take about 1 and a half hour. We will tape the sessions but nothing you say on tape will be linked to you. We are taping the sessions because we need to have an accurate record of the discussions. The work we are doing today is part of a large multi- country study.” (At this point Britni will introduce herself to the focus group, afterwards she will ask for someone from the group to introduce themselves, and then continue to have each member of the group introduce themselves by giving their name, field of study, and hometown) (After introductions have taken place, we will ask the group each of the following questions and allowing for 5 or so minutes of discussion on each question, try to encourage as much participation as possible so as to get the most information and reactions from as many people as we can) 1. Are you interested in energy drinks? Why or why not 2. What do you think about energy drinks? 3. What kind of energy drinks do you like? 4. If you are an energy drink consumer, what was your age when you started to drink energy drinks? 5. Do you feel that you want energy drinks when are you feeling sleepy, and when you want to wake up? 6. Do you think that energy drinks will help you keep your energy level high so that you can accomplish your work more? 7. Do you think energy drinks give you a high sense of self- esteem and success? 8. What time do you prefer energy drinks during the morning, afternoon or night? Explain why. 9. How many cans do you drink a day? 10. Are energy drinks good or can they harm a person? 11. Do you think energy drink is addictive? Explain why. 12. How often do you drink energy drinks? 13. How much do you spend on energy drinks per month? 14. What do you Drink: Coffee Tea Monster Red Bull Viper Rippits Other________ 15. What do you watch or listen to the most? 16. Whats your age, Education and Income (in thousands)? 17. Do you agree with the following statements why or why not? I am physically active I am an outgoing person I enjoy being outdoors I try to eat healthy I like to take chances I care about what others think of me I would rather go out to a party than spend a quiet evening at home I have high self-esteem I go out to bars and clubs frequently (more than once per week) I follow current events I smoke cigarettes I am more likely to buy something if it is on sale I make many impulse purchases I use supplements My friends influence the brands I buy I make most purchases with cash I need a lot of energy (at this point we should ask the Focus Group if they have any more input they’d like to offer on any of the above discussions. If everyone seems content with their input thank them with the following sentence) “Your answers have been very insightful and interesting. I would like to thank you all for participation”. Questionnaire for the Focus Group 1. Are you interested in energy drinks? Why or why not 2. What do you think about energy drinks? 3. What kind of energy drinks do you like? 4. If you are an energy drink consumer, what was your age when you started to drink energy drinks? 5. Do you feel that you want energy drinks when are you feeling sleepy, and when you want to wake up? 6. Do you think that energy drinks will help you keep your energy level high so that you can accomplish your work more? 7. Do you think energy drinks give you a high sense of self-esteem and success? 8. What time do you prefer energy drinks during the morning, afternoon or night? Explain why. 9. How many cans do you drink a day? 10.Are energy drinks good or can they harm a person? 11.Have you heard energy drinks causes death? 12.Do you think energy drink is addictive? Explain why. 1 Marketing 3710: Consumer behavior Professor: Haim Mano Energy Drinkfocus Group Conducted by: Dabain, Dahl, Eccher, Fischer, Hidic, and Schneider Introduction You have been asked here today to discuss your opinions about energy drinks. I will start by asking you to briefly describe an experience you have had with energy drinks. Then we will continue to discuss consumed specific situations when you consumed an energy drink and how it affected you. Everything we discuss will be kept confidential. We will be taping the discussion, so that we have an accurate record of your opinions. Your identity will remain anonymous. The study that you are participating in is part of a world wide marketing research project (handout name tags) Britni will introduce herself to the focus group and have everyone introduce themselves and tell their field of study and their hometown. After introductions, we will facilitate a group by discussing questions that can illicit responses from the group Our goal is to discuss questions for approximately five minutes each. Our objective is to encourage a free exchange of ideas and opinions regarding energy drinks. We should thank everyone being part of this study, and encourage then to be completely honest about their opinions and concerns. v Questions about the consumer 1 Are you stressed in your daily life? 2 Are you a very busy person? 3 Do you want to succeed in life? 4 Are you outgoing or shy? 2 5 Are you on a fixed income? 6 Are you a family person? 7 Do you just want to relax at the end of the day? 8 What type of entertainment do you like? Questions for nonenergy drinks 1. How many of you have tried an energy drink? (please raise your hands) 2. Of those who raised your hands, how often does each of you consume an energy drink? (list name and frequency) 3. Of those who did not raise your hand, why haven’t you tried an energy drink? What keeps you from trying one? 4. If you don’t drink energy drinks, do you use another product that gives you energy? (Have each person tell about their habits) Questions for Energy drink users 5. Each person tells us why you consume energy drinks. - Give specific examples when you drink them, do you feel it enhances your mental or physical performance 6. For all of those who consume energy drinks regularly. Do you have any health concerns about using this product? Do you consider it an herbal supplement? 7. If you are tired and need better concentration ( for example on a project at work or studying as school) - Do you trust this product to help you perform better? Explain 8. Have you ever had a bad experience drinking this product? - Have you heard of anyone having a problem with this product? 9. Do you consider the price of an energy drink affordable or too expensive? 10. What would make you buy more energy drinks? - Would you buy them for your family? 11. What flavors do you like to drink? - Are there any others you think they should add? 12. Which specific brands have you tried? Which one do you consider the best? 13. Do you feel satisfied after you drink an energy drink? - How do you feel four to six hours later? 14. Do you use your energy drink as a meal replacement? Or metabolism booster? - Has it helped you manage your weight? 15. Of the people in the group who have never tried energy drink explains! - What you drink to get energized? - Does this discussion make you want to try it? 16. Does your energy drink help you perform better in sports? 3 17. Do you think they herbal supplement are addictive? 18. Where your energy drink being advertised? - Examples: on T.V. on the radio, on the internet or in magazines? 19. Do you consider your energy drink a healthy choice? 20. What kind of people do you think consume energy drinks the most? - Are they outgoing? Selfassured? Students, athletes, young or older? 21 How appealing are energy drink commercials to you? 22 Are they understandable? 23 How are they memorable? In conclusion Thank you so much for your participation in this focus group. Your opinions are insightful and interesting to our researchers. So that companies can bring the best products to consumers. Do you have anything else you would like to share today? CONSUMER BEHAVIOR GROUP PROJECT Energy Drink Psychographic Project Date: May 7, 2014 Frederick Eccher Naheeda Dabain Matt Dahl Britni Fischer Armin Hidic Alexander Schneider Instructor: Haim Curve Mano Department of Marketing College of Business Administration U.M.S.L. Introduction In this report we will analyze energy drinks and how they have evolved in reaching their target market and how consumers make decisions on what drinks to purchase and why. This report will help us understand how the energy drink business has positioned itself to its target markets. With all the information that has been gathered we can provide some recommendations to improve and strengthen their marketing strategies. My colleagues and I were motivated to learn more about the consumer and their knowledge and interests regarding energy drinks in this study that was conducted. The study consisted of a focus group of eight individuals who were asked 35 questions that were divided into three sections, ranging from personality questions, to interest questions, to particular energy drink questions. Then we proceeded with distributing over 100 surveys to help conduct data on what affects consumer’s behavior dealing with energy drinks. Focus Group Our motivation was that we needed to learn more about the consumer behavior and even more about their knowledge and interests on energy drinks. We asked specificr questions about consumer experiences with energy drinks, their opinions on price, health, their problems with energy drinks, brands, advertising, and even their personal reasons for drinking them. We have learned from the focus group that everyone at the focus group had at least tried an energy drink. We had a range from people who drink them once a month depending on the situation to people who drank them daily. Many people said they “consume energy drinks almost daily to get them through the day.” In the focus group we learned that many different people drank energy drinks. Our subjects ranged from students, factory workers, to a mother with two jobs. We learned that most people are drinking them for energy and nothing else—not for a metabolism boost, not to lose weight, just for energy to stay awake! Many people use them specifically for work and school and are highly brand loyal to name brand drinks. In the focus group we asked many questions to receive feedback to find out what’s most important to consumers, Then we could focus our efforts on meeting and exceeding those needs in order to benefit best from their responses. Questionnaires We conducted a survey on consumer behavior asking for 115 different peoples help. This survey was completely anonymous and took about 5 minutes to complete. Our survey consisted of 4 different parts, Part one was general lifestyle qualifiers to tell us about the people. Part two was direct energy drink questions to let us know how many times they drank energy drinks. Part three was general media questions to let us know what advertising resonated with them most. Finally part four told us specific demographic questions to let us know more about their market segments. Population Basic Characteristics We found that our survey population consisted primarily of people in their early 20’s, Have a Bachelor’s degree. Most of our survey takers are active, outgoing people who enjoy the outdoors. Our survey group likes to take chances, and most had high selfesteem. The group likes to cook often, buy on sale, and save money for future purchases. Our survey group has a high need for energy but don’t drink energy drinks that often. Also, our survey group fancies digital media. Results Summary We found a very low correlation between drinking energy drinks often and cooking home meals, conversely, we found that these same people admitted to eating out more than twice a week. We also found a very high correlation between drinking energy drinks often and caring about the opinions of others. Recommendations We found a high correlation between people being active and watching reality tv, suggesting you can target these audiences at the same time. Since the survey reported low energy drink consumption this represents an untapped market with a viable entry tactic. Especially considering that the average person taking the survey cared about the opinions of others. Appendix We are conducting a survey on consumer behavior, and we need your help. This survey is completely anonymous and takes about 5 minutes to complete. Please circle your responses Do you Drink: Coffee Tea Monster Red Bull Viper Rip Its Other________ Strongly Disagree Neither agree Agree Strongly Disagree nor disagree Agree 4 5 I am physically active 1 2 3 4 5 I am an outgoing person 1 2 3 4 5 I enjoy being outdoors 1 2 3 4 5 I try to eat healthy 1 2 3 4 5 I like to take chances 1 2 3 2 4 5 I care about what others think of me 1 3 2 4 5 I would rather go out to a party than 1 3 spend a quiet evening at home 2 4 5 I have high selfesteem 1 3 2 4 5 I go out to bars and clubs frequently 1 3 (more than once per week) 2 4 5 Often, I eat my meals on the run 1 3 2 4 5 I follow current events 1 3 2 4 5 I like to cook often 1 3 2 4 5 I eat out frequently (2 or more times/wk 1 3 2 4 5 I indulge my cravings for sweets 1 3 2 4 5 I smoke cigarettes 1 3 2 4 5 I drink alcohol often (2 or more times/wk)1 3 2 4 5 I am more likely to buy something if it is1 3 on sale 2 4 5 I make many impulse purchases 1 3 2 4 5 I save money for future large purchases 1 3 2 4 5 I use supplements 1 3 2 4 5 My friends influence the brands I buy 1 3 2 4 5 I make most purchases with cash 1 3 2 4 5 I am a morning person 1 3 2 4 5 I regularly eat organic foods 1 3 2 4 5 I use credit more than debit 1 3 2 4 5 I need a lot of energy 1 3 How often do you drink energy 0 Every 6 months 15 times a 15 times per drinks? month week How much do you spend on energy 0 $1$20 $20$30 More than $30 drinks per month? Media Always Frequently Sometimes Seldom Never I listen to AM / FM radio 1 2 3 4 5 I listen to XM satellite radio 1 2 3 4 5 I watch MTV 1 2 3 4 5 I watch reality TV shows 1 2 3 4 5 I read Game Informer 1 2 3 4 5 I read Mens Health 1 2 3 4 5 I watch local or national news 1 2 3 4 5 I get my news on the internet 1 2 3 4 5 Background Age Under 18 1825 2635 3550 51above Education High Associates Bachelors Masters Doctorate School Income (in thousands) Under 15 1525 2635 3645 46above sMARKETING 3710 -- INTERNET CONSUMER BEHAVIOR Fall 2013 Extra Credit 20 habbits of effective salespeople Frederick Eccher Thursday April 10, 2014 http://www.businessinsider.com/20-qualities-that-make-a-great-salesperson- 2012-5 1. They don't think in terms of sales but rather in terms of building a business. Great sales people are building a business, not just trying to make a sale. When you think beyond a sale, you're going to get other people's attention much more easily. They're going to be more interested in what you have to say. You want something that's going to survive beyond one sale. I think this is correct when I’m hit with short term buy now messages by people only trying to seal the deal rather than tell me why it is right for me I get turned off on a product and have little interest in coming back. 2. They build their businesses one customer at a time and then always leverage the last customer into more customers. Don't ever just make a sale and forget about that client. The last sale you make should always open the door to new relationships and clients. This goes right back to what I just said. I want a relationship with a person I respect rather than just be another sale they made. 3. They listen more than they speak, getting an understanding of the customer's needs and then finding a solution. Great sales people always ask their clients why they want something done. In listening more than talking, you can better accommodate what they are looking for. Where I see most salespeople go wrong is they assume the sale too much and get too aggressive rather than taking this approach. 4. They deliver more than they promise, and always promise a lot! There's an old sales mantra that says "under commit and over-deliver," but Cardone advises that you should "over commit and over-deliver." I think we talked about this in class where don’t commit to what you cant give because customers remember and hold you accountable. 5. They invest their time in things (people) that positively affect their income and avoid spending time on things (people) that have no return. Great producers know how to spend time on activity that rings the register. Don't waste your time on activity that can't tell you anything, or doesn't produce anything now or in the future. When I was talking with my now friend Hakan we chatted for a month before I spent 1200 on a carpet I liked from him. This shows that relationships turn into profits eventually. 6. They are always seeking new, better and faster ways to increase their sales efforts. Be really concerned about time. Great sales people consistently work on improving themselves and look for faster ways to close transactions. I think this depends on the industry. With relationship selling the time you invest is worth the pay off later. But for cheap items it may not matter as much. 7. They're willing to invest in networking, community and relationships, knowing that the difference between a contact and a contract is the "R" that stands for "Relationship." Invest in your community. Don't look at it as an expense since you need to develop these relationships. So, go ahead and join the country club and give money to politicians. In other words, be involved as much as you can. Community involvement is nice and can pay dividends later but I don’t know if its that important to sponsor a hockey team when no one playing is buying your product… 8. They're fanatical about selling. The best salespeople are obsessed with their customers and growing their businesses. Could be true that the harder they work the more they make. 9. They don't depend on marketplace economies for their outcomes and instead rely on their actions. If you're great, you're going to do well in any economy, because you create your own economy. You run your own race and make something happen despite the environment. Patience usually wins the race. Superheroes get burnt out when unappreciated. 10. Surround themselves with overachievers and have little time for those who don't create opportunities. These people are sometimes viewed as being uninterested in others, but the truth is that they're just not interested in low production. They don't want to waste time with people who can't get anything done. At some point we all get burnt on investing time in other when we see no returns. 11. They never accept good enough as good enough. These people don't need anyone managing them. They push themselves. I don’t know if your top dog in sales you may not be pushing when you already have everything in hand. 12. They don't see failed sales attempts as failures but as investments in the process. If you don't close a business deal, don't think of it as a failed attempt. You should know that some attempts pay while others don't, but they're all investments in the business. You can’t let the 90 no’s get you down when the 10 yes’s pay your bills. 13. They never give up on unsold clients, knowing that someday those clients will buy. Remember that you're growing your business, so if you experience a failed attempt, think of it as an opportunity for the future. Opportunities are what we make of them. 14. They squeeze hours out of minutes and weeks out of days. Great sales people are like magicians with time. They don't manage time, they create it and they make it work. Make it work unfortunately is the watchword of the day. The problem is when people restrict how you make it work which increase unethical behavior to pump numbers up. 15. They see problems as opportunities. When a problem comes along, see it as an opportunity. If you don't have any problems, it means you don't have any value. I’d rather not be taken to court because of a problem. I’d rather figure out how to avoid problems. 16. They invest in their education, development and personal motivation, knowing that these are the tools of a sales professional. You need to continue to invest in your game, much like a professional ballplayer is always practicing. Can’t take too much time off or you get rusty and left behind. 17. They invest in their careers, their businesses and their customers. Again, this is all an investment. Invest in the facility and remember that all of this is like watering the lawn. If you take care of your career, business and customers, the money will eventually come. True enough. 18. They hold themselves to performance standards that are higher than even their management teams do. No manager can know your actual potential. Only you know your true potential so put yourself on a higher standard than others think you're worth. I think you need to play politics a little and make sure they know your worth it or you will be treated like a bench warmer. 19. They don't need others to hold them accountable. They hold themselves accountable, possessing leadership, motivation and purpose. An army of one doesn’t need a leader, they just need people to get out of the way. 20. They are constantly in think, plan and prepare mode in order to continue to build their client base and keep their pipelines full. You can't ever have an "off" button. People without off buttons self-destruct, alcohol is common but in sales all sorts of drugs are available for abuse.
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