7a- Consumer Behavior Flashcards
Habitual Buying Disruptions
Consumer Behavior
Technology
Product Sampling
Advertising
Consumer Behavior Factors
Consumer Behavior
Cultural: social class, religion Psychological: perception, motivation Individual: gender, age Social: family, friends Marketing Mix Buying Situation
Buying Process
Consumer Behavior
Problem Recognition
- > Information Search
- -> Evaluation of Alternatives
- –> Purchase
- —> Post-Purchase Evaluation
Decision Process
Consumer Behavior
Stimuli Influences, Buyer Black Box, Buyer Response
Multi-attribute Attitude Model
Consumer Behavior
-how consumers evaluate alternatives
attitude = Sum of attributes ( individual rating x product rating )
Routine Decisions
Consumer Behavior
everyday purchases made without need to think
Extensive Decisions
Consumer Behavior
big purchases that take time and research
Buying Center
Consumer Behavior
Purchase Decision: Influencer, Decider, Gatekeeper, User, Buyer
Influencer
Buying Center
shares knowledge and expertise
Decider
Buying Center
make the decision about what product to buy
Buyer
Buying Center
purchasing agent
User
Buying Center
those who use it
Gatekeeper
Buying Center
controls flow of info between buyer and seller
Buyers Black Box
Decision Process
characteristics or buyer
Stimuli Influence
Decision Process
environment, marketing mix, factors
