Consumers make decisions every day: we buy a cold cola to quench our thirst, a car seat for our children, a trip to the Chinese Wall. We make decisions whether to visit the cinema or to go the museum instead. What drives a consumer to make these decisions? Niels Vink talked about the drivers of consumer behaviour and how to take differences between consumers into account. He provided insights about how you can turn these differences between consumers into an advantage. He also shared some recent cases to illustrate how you can start increasing visitors to your event, museum or theatre tomorrow!www.congrespodiumkunsten.nl
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1.How your visitors behaviour is affected and how to use this
to your advantage 2012 Experian Limited. All rights reserved.
Experian and the marks used herein are service marks or registered
trademarks of Experian Limited.Other products and company names
mentioned may be the trademarks of their respective owners. No part
of this copyrighted work may be reproduced,modified, or distributed
in any form or manner without prior written permission of Experian
Limited.Experian Public.
2. Niels Vink Consumer Insight Specialist @ Experian37 year2012
Experian Limited. All rights reserved. Experian Public. 2 3. What
does cola cost?2012 Experian Limited. All rights reserved. Experian
Public. 3 4. What does cola cost?2012 Experian Limited. All rights
reserved. Experian Public. 4 5. What does car seat cost?Who needs a
car seat?2012 Experian Limited. All rights reserved. Experian
Public. 5 6. Who wants backpacking in China?2012 Experian Limited.
All rights reserved. Experian Public.6 7. Drivers of Consumer
Behaviour Characteristics Behaviour 37year Intention
AttitudesNormsValues2012 Experian Limited. All rights reserved.
Experian Public.7 8. Average Provincials Values, attitudes and
characteristicsValues Characteristics Enjoying lifeAge 45-75 years
Social Recognition Families with teenagersHouse ownersAttitudes Too
many foreigners in Holland Lower employees Proud to be a Dutchman
Gross annual income: 24k 31k I like to buy new clothing House
value: 100k - 150k Too much legislation and rules Medium floor
space: 91 m2 - 136m2 Vote conservative (PVV)Medium educated2012
Experian Limited. All rights reserved. Experian Public. 8 9.
Wealthy Terrace Owners Values, attitudes and characteristicsValues
Characteristics Creating a better worldAge 45-65 years World
peaceFamilies with teenagersHouse ownersAttitudes Foreign aid to
developing nationsHigher employees/ directors Ideas are more
important than moneyGross annual income: 73k - 97k Donate to
charityHouse value: 350k - 500k Protect the environmentLarge floor
space: >136 m2 Vote liberal (VVD) Highly educated2012 Experian
Limited. All rights reserved. Experian Public.9 10. Experian Data
Sources Geodan KadasterNavteq Dataland Falkplan Andes RDCCentraal
GIS Bureau voor de Statistiekdata Jonge GezinnenRegistration
Registratie M&R TrendboxdataDevelopments Onderzoeks-
Onderzoeks-data Market Cherridataenresearch lifestyleKamer
vanKoophandel dataTNS NipoPostnl GfK Panel KPN TelecomServices
(TOF) NOMExperian2012 Experian Limited. All rights reserved.
Experian Public.10 11. Who lives here? Example: Zipcode 2661RA 12x
15x
