5. Consumer Markers and Consumer Buying Behaviour Flashcards
All the individuals and households who buy or acquire goods and services for personal consumption
Consumer market
The buying behaviour of final consumers—individuals and household who buy goods and services for personal consumption
Consumer buyer behaviour
What are the characteristics affecting consumer behaviour?
Cultural
Social
Personal
Psychological
The set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions
Culture
A group of people with shared value systems based in common life experienced and situations
Subculture
Relatively permanent and orders divisions in a society whose members share similar values, interests and behaviours
Social class
Two or more people who interact to accomplish individual or mutual goals
Group
Person within a reference group who because of special skills, knowledge, personality or other characteristics exerts social influence on others
Opinion leader
Exert a broad and deep influence on consumer behaviour
Comprises buyer’s culture, subculture and social class
Cultural factors
Comprises the consumer’s small groups, family, online social networks and social rules and status
Social factors
Personal characteristics such as the buyer’s age and life-cycle stage, occupation, economic, situation, lifestyle and personality and self-concept
Personal factors
A persons pattern of living as expressed in his or her activities, interests and opinions
Lifestyle
The unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment
Personality
The specific mix of human traits that may be attributed to a particular brand
Brand personality
Comprises motivation, perception, learning and beliefs and attitudes
Psychological factors
A need that is sufficiently pressing to direct the person to seek satisfaction of the need
Motive (or drive)
The process by which people select, organise and interpret information to form a meaningful picture of the world
Perception
Changes in an individual’s behaviour arising from experience
Learning
A person’s relatively consistent evaluation, feelings and tendencies toward an object or idea
Attitude
Consumer buying behaviour in situations characterised by high consumer involvement in a purchase and significant perceived differences among brands
Consumer buying behaviour
Consumer buying behaviour on situations characterised by high involvement but few perceived differences among brands
Dissonance-reducing buying behaviour
Consumer buying behaviour in situations characterised by low consumer involvement and few significant perceived brand differences
Habitual buying behaviour
Consumer buying behaviour in situations characterised by low consumer involvement but significant perceived brand differences
Variety-seeking buying behaviour
The first stage of the buyer decision process, in which the consumer recognises the problem or need
Need recognition
Need recognition Information search Evaluation of alternatives Purchase decision Post-purchase behaviour
The buyer decision process
The stage of buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search
Information search
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set
Alternative evaluation
The buyer’s decision about which brand to purchase
Purchase decision
The stage of the buyer decision process in which the consumers take further action after purchase, based on their satisfaction or dissatisfaction
Relationship between the consumer’s expectations and the product’s perceived performance
Post-purchase behaviour
Buyer discomfort caused by post-purchase conflict
Cognitive dissonance
Awareness Interest Evaluation Trail Adoption
The buyer decision process for new products or adoption process
A good, service or idea that is perceived by some potential customers as new
New product
The mental process through which an individual passes from hearing about an innovation to final adoption
Adoption process
Adopter groups that are venturesome who try new ideas at some risk
Innovators
Adopter groups that are guided by respect—they are opinion leaders in their communities and adopt new ideas early but carefully
Early adopters
Adopter groups that are deliberate—although they rarely are leaders, they adopt new ideas before the average person
Early majority
Adopter groups that are skeptical—they adopt an innovation only after a majority of people have tried it
Late majority
Adopter groups that are tradition bound—they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself
Laggards
Relative advantage Compatibility Complexity Divisibility Communicability
Characteristics of product that influence rate of adoption
