C1 Flashcards
Consumer behaviour
Study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
Consumer
Person who identifies a need or desire, makes a purchase, and then disposes of the product.
Market segmentation
Identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to one or more group.
Digital native
Individuals are now more than consumers of information, they contribute, co-create and act as prosumers.
Digital marketing has increased convenience by breaking down barriers of time and location.
Social networking sites have created communities of like minded people.
Digital native describes consumers who have grown up wired in a highly networked world.
Green marketing
Firm chooses to protect or enhance the natural environment as it goes about its activities.
Social marketing
Using marketing techniques to encourage positive activities and discourage negative activities.
Consumer decision process
Problem recognition ➡️ info search ➡️ evaluation and selection ➡️ store choice and purchase ➡️ post purchase processes
Communication situation
consumers receive info about goods and services (tv advertisement). Marketers need to determine is it better to advertise in a happy/sad program? If consumers are interested in the product and in a receptive communication situation, a marketer may be able to deliver an effective message to them.
Purchase situation
Where product selection and purchase actually occurs. E.g a parent shopping with their child is likely to be influenced by the product preferences of their child, or if the consumer has a shortage of time.
Usage situation
Situation in which the purchased product will be used. E.g a consumer may use different crockery for serving dinner guests. Based on this knowledge marketers can communicate how their products promote consumer satisfaction in each relevant consumption situation.
Disposal situation
Where product and/or packaging is discarded before/after use. Can create social problems/marketing opportunities. Some consumers consider ease of disposal, recyclable importance.
Physical surroundings
Material environment surrounding consumer at the time of communication, purchase or consumption.
Store atmospherics - physical features of a retail environment. E.g store interior to create specific feelings in shoppers.
Servicescape - for a service (hospital, restaurant) store atmospherics =servicescape.
Music, colour, smell, temperature.
Social surroundings
Presence of other people who could have an influence on the individuals consumer behaviour.
Types of customers in store, ques and crowding, whether consumer is likely to be known, whether there are high profile people, whether product will be consumed privately.
Temporal perspectives
Situational characteristics that deal with the effect of time on CB.
Whether product is seasonal/urgently required, time available for shopping limited/excess, how long previous product lasted/expected to last.
Time constraints have encouraged brand loyalty.
Task definition
Reason for engaging in the consumption behaviour, the task may reflect different buyer and user roles anticipated by the individual.
Is product utilitarian/status symbol, is it a gift, must product be long lasting, is product indented for several uses.
