1Stephan HOOSE, 2Harald BEHRSCHMIDT and 2Bettina WEDIG-VÖSSING
1Mendel University, Czech Republic
2Comenius University in Bratislava, Slowakia
Volume 2024 (7),
Article ID 4333424,
Branding, Advertising, and Consumer Behavior in the Age of Social Media: 43MKT 2024
Abstract
Customer opinions and the actual behaviour of a customer sometimes differ diametrically. Management science refers to this as the intention-behaviour gap. When developing new products, it is important for manufacturers to obtain the customer’s opinion on whether they would also demand the product. Using the canvas method, the customer’s barriers, and perceptions of benefits in relation to the product can be identified and products can be further developed if necessary. Within a survey on newly developed pet food for dogs, this was tested with an added value for customers through climate-neutral production. In a first survey with n=1.119 customers, near 70% answered that they would buy such a product. The results of the second survey shown that only a significant minority of 65% (n=779) would be willing to pay more money for this product.
Keywords: customer behaviour; canvas; value proposition canvas; marketing; intention-behaviour gap