mis: razumijevanje potrošača€¦ · 27/5/2018 1 mis: razumijevanje potrošača razumijevanje...

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MIS: Razumijevanje potrošača

RAZUMIJEVANJE POTROŠAČA MARKETING-INFORMACIJSKI SUSTAV

Katedra za marketing, Ekonomski fakultet u Osijeku, Sveučilište Josipa Jurja Strossmayera u Osijeku

Motivacija

Ponašanje

Razumijevanje

Marketing-informacijski sustav 3

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Zatvorenikova dilema

Potrošačka kartica kao IS Mogućnosti informiranja

– Datum i vrijeme, iznos, demografski podaci kao što su starost, zanimanje i mjesto

– Informacije o posjetima hotelima, vremenu kada je obavljena pojedina kupnja, iznosu potrošenom na pojedine grupe proizvoda ili bračnom statusu potrošača, podaci o regionalnoj (geografskoj) mobilnosti ili posjetu potrošača pojedinim dućanima u određeno doba dana.

– Kontaktiranje kupaca SMSom, e-poštom, telefonom


6 Marketing-informacijski sustav

http://upload.wikimedia.org/wikipedia/commons/e/e8/Prisoner's_Dilemma_embezzlement_scenario.pdf

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Stare vrijednosti Novi segmenti


McD: Kombinranje pristupa (1)


Poštivanje temeljnog koncepta i osnovne skupine potrošača – Iznimna cjenovna

osjetljivost

– Količina za novac

– Rad 24/7

Stvaranje novog imidža koji rezonira s očekivanjima modernih konzumenata – Organski uzgoj

– Održivost nabave

– Usavršavanje kvalitete proizvoda




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OECD Skills Research OECD (the Organisation for Economic Co-

operation and Development)

Istraživanje

– 2011–2015 (objavljeno 2016.)

– 33 zemlje

– 215.942 ispitanika (najmanje 5.000 ispitanika u pojedinoj zemlji)

– Dob 16-65

– 4 razine tehnološke osposobljenosti


4 razine tehnološke osposobljenosti

Ispod razine 1 – 14% – “Delete this email message” in an email app.

Razina 1 – 29% – “Find all emails from John Smith.”

Razina 2 – 26% – “You want to find a sustainability-related document that was

sent to you by John Smith in October last year.”

Razina 3 – 5% – “You want to know what percentage of the emails sent by

John Smith last month were about sustainability.”

Ostatak – 26% – Ne koriste računala



https://www.youtube.com/watch?v=gZeXyVJC-Jg

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Svi lažu, a Google to jako dobro zna https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz

Što znači djelić sekunde web-korisnicima? (1)

Polovica korisnika pregledava proizvode i usluge na smartphoneima

– Samo 1/5 kupuje na tim uređajima

Dodatnih

– 0,1 sekundi učitavanja web-sjedišta može smanjiti stopu konverzija za 7%

– 2 sekunde učitavanja može povećati stopu napuštanja (bounce-rate) za 103%


Što znači djelić sekunde web-korisnicima? (2)

53% mobilnih korisnika će napustiti web-sjedište koje se učitava duže od 3 sekunde

– Stope napuštanja su najveće kod kupaca na mobilnim telefonima, a najniže kod kupaca na tabletima


https://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitzhttps://www.theguardian.com/technology/2017/jul/09/everybody-lies-how-google-reveals-darkest-secrets-seth-stephens-davidowitz

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Personalizirani sadržaj na FB

Facebookov algoritam koristi korisničke reakcije na objave (love, haha, wow, sad i angry) s ciljem određivanja koji tip sadržaja staviti u korisnički News Feed

– Reakcije su značajnije od Likeova

– Nisu ponderirane



Mega influencers VS micro-influencers https://hypebeast.com/2018/4/social-media-influencers-losing-value !

Influencers?

Influencers Pojedinac koji može izravno ili neizravno utjecati na

mišljenja, stavove i ponašanje svojih „pratitelja” (određene ciljne skupine) – Kroz svoje znanje, autoritet, poziciju ili odnos s drugima

– Aktivna interakcija s ciljnom skupinom

Kategorije – Poznate osobe (celebrities)

– Eksperti i lideri

– Blogeri i stvaratelji sadržaja

– Mikro-influenceri


https://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://hypebeast.com/2018/4/social-media-influencers-losing-valuehttps://www.youtube.com/watch?v=etQ36X37dXo

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TacoBell i Instagram

22

Promocija novog proizvoda – viralno putem društvenih mreža

Analiza percepcije potrošača

Razvijanje novih proizvoda

Marketing-informacijski sustav



Podaci koji su promijenili svijet: sve o tebi za 68 likeova

https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-

helped-trump-win

https://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-winhttps://motherboard.vice.com/en_us/article/mg9vvn/how-our-likes-helped-trump-win

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Kakav psihološki profil imam? https://discovermyprofile.com


Koristimo posebni dio mozga za prepoznavanje lica


https://discovermyprofile.com/https://discovermyprofile.com/

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Korisnici skeniraju ekrane s obzirom na prošla iskustva i

očekivanja



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Testiranje putanje pogleda korisnika

Zadatak: Spojiti zadatak s korespondirajućom putanjom pogleda (gaze plot)

– 1) Koja je haljina najljepša?

– 2) Procijeni prosječnu starost modela.

– 3) Koji je cjenovni raspon haljina?


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A


B


C

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Testiranje putanje pogleda korisnika

Koja je haljina najljepša?

–C

Procijeni prosječnu starost modela.

–B

Koji je cjenovni raspon haljina?

–A



Ljudi vole izbor, ali prevelik izbor može biti ograničavajući

faktor


Zaboravljanje je presudna i nužna karakteristika čovjeka

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Mirisi evociraju emocije i sjećanja


Pažnja je selektivna


Multitasking u pravilu nije moguć

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Najjači apel - preživljavanje


CV u kutiji krafni

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Hvala na pažnji


Korištena literatura i korisne poveznice Ružić, D., Biloš, A., Turkalj, D. (2014). E-marketing, 3. izmijenjeno i dopunjeno izdanje. Osijek: Ekonomski fakultet u

Osijeku. Vranešević, T. (2014). Tržišna istraživanja u poslovnom upravljanju. Zagreb: Accent. Grbac, B., & Meler, M. (2010). Metrika marketinga. Rijeka: Ekonomski fakultet Sveučilišta u Rijeci. Kotler, P., Keller, K., Martinović, M. (2014). Upravljanje marketingom, 14. izdanje. Zagreb: Mate doo. Stair, R., Reynolds, G. (2007). Principles of Information Systems, Eighth Edition. Boston: Course Technology Press. Weinschenk, S. (2011). 100 things every designer needs to know about people. Pearson Education. Javorović, B., Bilandžić, M. (2007). Poslovne informacije i business inteligence. Zagreb: Golden marketing. https://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-

performance-report.jsp https://retail-index.emarketer.com/company/53fb4e4eddb53b4f60ebedfa/mcdonalds https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-

tastes/58ffc07aebd4000a54864b34?ecid=NL1014 https://www.nngroup.com/articles/computer-skill-levels/ http://www.oecd-ilibrary.org/education/skills-matter_9789264258051-en https://www.nngroup.com/articles/eyetracking-tasks-efficient-scanning http://www.boredpanda.com/cv-doughnut-delivery-man-disguise-lukas-yla http://www.huffingtonpost.com.mx/entry/facebook-weighs-your-reactions-more-than-your-

likes_us_58b7044ce4b019d36d0fe13c http://www.businessinsider.com/instagram-powers-taco-bells-innovation-2017-4 https://www.thinkwithgoogle.com/feature/mobile-app-user-demographics/#/

https://influencermarketinghub.com/what-is-an-influencer/

https://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://www.akamai.com/us/en/about/news/press/2017-press/akamai-releases-spring-2017-state-of-online-retail-performance-report.jsphttps://retail-index.emarketer.com/company/53fb4e4eddb53b4f60ebedfa/mcdonaldshttps://retail-index.emarketer.com/company/53fb4e4eddb53b4f60ebedfa/mcdonaldshttps://retail-index.emarketer.com/company/53fb4e4eddb53b4f60ebedfa/mcdonaldshttps://retail-index.emarketer.com/company/53fb4e4eddb53b4f60ebedfa/mcdonaldshttps://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL1014https://retail.emarketer.com/article/mcdonalds-walks-fine-line-between-its-fast-food-roots-consumers-evolving-tastes/58ffc07aebd4000a54864b34?ecid=NL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