Buyer Behaviour Flashcards
What is consumer buyer behaviour
The buying behaviour of final consumers, individuals and households that buy good and services for personal consumption
What is consumer Market
ALL the individuals and households that buy or acquire foods and services for personal consumption
What questions need to be answered for market research on consumer behaviour
What they buy Where they buy How and how much they buy When they buy Why they buy
What are the three elements in the model of buyer behaviour
Environment
Buyers black box
Buyer response
What is within the environment of the model of buyer behaviour
Marketing stimuli (marketing mix) And other (economic, social, cultural)
What is within the buyers black box
Buyers characteristics, and buyers decision process
What is the buyer response
Attitudes and preferences
Purchase behaviour
Brad company relationship
What are the characteristics/factors affecting consumer behaviour
Cultural factors
Social factors
Personal factors
Physiological factors
What are the cultural factors which play a role in buyer behaviour
Culture
Cultural group
social class
What is culture and how does it impact buyer behaviour
The set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions
Human behaviour is largely learned from where you grow up. Global marketers need to adjust to each culture
What are cultural groups and how does it affect buyer behaviour
A smaller group within culture. A group of people with shared value systems based on common life experiences and situations
Marketers must respond to diversity
What are cultural shifts
Marketers try to identify cultural shifts to discover new products that might be wanted.
What is social class and how does it affect buyer behaviour
Relatively permanent orders positions in society whose members share similar values, interests and behaviours
Not many people like to be classified by social class anymore
What are they social factors affecting buyer behaviour
Reference groups
family
Roles and status
What arememebrrship groups
Have a direct u fluency and to which a person belongs
What are reference groups
Direct or indirect points of comparison forming a persons attitudes or behaviour
How can reference groups impact buyer behaviour
Reference groups help form attitudes as to what a person aspires to be or not aspires to be
What are opinion leaders
Person with a reference group who because of special skills, knowledge and personality or other characteristics excerpts social influence on others
What is buzz marketing
Using influencers to advertise products
What are online social networks
Online social communities where people socialise or exchange I formation and opinions
How can family influence buyer behaviour
Most important influence. But marketers need to look at the roles different family members play
What is a role
The activities people are expected to perform according to the persons around them
What is a status
The general esteem given to that role in society
What are the personal factors affecting buyer behaviour
Age and life cycle stage Occupation Economic situation Lifestyle Personality and self concept
What is age and life cycle
Usually changes a result from demographics or life changing events. As life cycle changes needs and preferences also change.
What is occupation
A persons occupation affects the goods and services bought. Marketers try to identify the occupational groups that have an above average interest in products and services. Marketers also don’t mind targeting an occupational group.
What is economic situation
Economic situation affects what they buy
What is lifestyle and how does it affect buyer behaviour
Lifestyle is a persons pattern of living as expressed in his or her activities interests and opinions. Involves investigating AIO dimensions
What are AIO dimensions
Activities, interests and opinions
Personality and self-concept
Each persons personality affects their buying decisions. Usually described as traits
What are 5 brand personality traits
Sincerity Competence Excitement Sophistication Ruggedness
What are psychological factors
Motivation
Perception
Learning
Beliefs and attitudes
What is motivation and how does it affect buyer behaviour
A need becomes a motive when it is arousedin some level of intensity. There are two theories.
Freud: motivations are urges.
Maslow: hierarchy of needs
What is perception and how does it affect buyer behaviour
The process by which people select organise and interpret information to form a meaningful picture of the world.
Motivation causes action. How they act is caused by perception of the situation.
What is selective distortion
The tendency of people to interpret information in a way that will support what they already believe
What is selective retention
Retaining information which supports their attitudes and beliefs. Consumers will remember good points made about a brand they favour and forget good points of competing brands
What is subliminal advertising
Sumbliminal advertising messages
What is learning and how does it affect buying behaviour
Changes in behaviour from experience. Reinforcement will help with learning.
What are beliefs and attitudes
Belief: descriptive thought that a person holds about something
Attitude: a persons consistently favourable or unfavourable evaluations feelings and tendencies towards an object or idea
What is the elements in the tri component attitude model
Cognition (beliefs)
Feelings (affect)
Donation (behaviour)
What are the stages in the buyer decision process
Need recognition Information search Evaluation of alternatives Purchase decision post purchase behaviour
Need recognition
Buyer recognised problem or need. Triggered by internal or external stimuli
Information search
Consumer undertaking information searches related to that need. Can be through personal, commercial, public or experiential sources.
What is evaluation of alternatives
Consumer looks at different brands before arriving to brand choice
What is purchase decision
decision to Buy the most preferred brand. Two facts can hinder this though - attitude of others and unexpected situational factors
What is post purchase behaviour
The satisfaction of the product and the relationship with the product
What is cognitive dissonance
Buyer discomfort caused by post-purchas conflict
What are the roles in the buying process and explain each
Initiator: first suggests or thinks of idea
Influencer: person views carry some weight in making final buying decision
Decider: makes decision of whether to buy, what, how and where.
Buyer: person who buys it
User: person who uses it
What is the stages in the adoption process of NEW products and what does each mean
Awareness: aware but no info
Interest: seeks info
Evaluation: considers if trying it makes sense
Trial: tries on small scale
Adoption: consumer makes regular use
What are the 5 adapter groups in new products
Innovators: risk takers
Early adopters: opinion leaders. Adopt early but carefully
Early majority:deliberate, not leaders and adopt before average person
Late Majority: sceptical, adopt only after majority have tried it
Laggards: tradition bound
What is the percentage share of all adopters
Innovators: 2.5%
EAdopt: 13.5%
EMaj: 34%
LMaj: 34%
Laggards: 16%
What are the 5 characteristics influencing an innovative product’s rate of adoption
Relative advantage: if it appears superior
Compatibility: fits in with values and lifestyles of consumers
Complexity: degree to which it is easy to understand
Divisibility: If it can be tried
Communicability: degree to which the results of using of innovation can be observed or described
