Chapter 1 Flashcards
What is Consumer Behavior ?
when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to meet their needs.
What are the three consumer behavior key terms ?
- Customer: Person who buys a product.
- Consumer: Person who uses a product.
3.Prospect: Potential customer.
What are the market segmentation types ?
Demographic , geographic , behavioral & psychographic
Demographic segmentation includes ?
Sex , Age , Gender , Income , Nationality , Education
Psychographic Segmentation includes ?
Social class, lifestyle (e.g., adventurous, family-oriented), personality traits (e.g., ambitious, proactive).
Geographic segmentation includes ?
Region, city size, urban vs. rural.
Behavioral Segmentation includes ?
Based on product usage, loyalty, and attitude towards the product.
Age and life cycle stage segmentation
Different marketing for various age groups (e.g., children vs. adults).
Gender segmentation
Market products specifically for men or women (e.g., L’Oreal’s men’s skincare).
Income segmentation
Target affluent vs. low-income consumers.
What are a consumers needs ?
Basic requirements like food, shelter, safety.
What are a consumers types ?
Physical (food, warmth), Social (belonging), and Individual (self-expression).
What are a consumers wants ?
Shaped by culture and individual preferences (e.g., American wants a Big Mac, Egyptian wants fool and ta’meya).
Whats a consumers demands ?
When wants are backed by purchasing power.
What are 3 types of consumer needs ?
- Need for Affiliation: Desire to be with others (e.g., group sports).
- Need for Power: Control over one’s environment (e.g., weightlifting).
- Need for Uniqueness: Asserting individual identity (e.g., personalized products).
What is motivation ?
The process that drives behavior to satisfy needs
What are utilitarian needs ?
Practical benefits (e.g., buying a phone for functionality).
What are Hedonic needs ?
Emotional benefits (e.g., buying a brand for prestige).
What is an expectancy theory ?
Suggests that consumers choose products they expect will bring positive outcomes (e.g., buying fashionable jeans to be admired).
What are 4 consumer brand relationships ?
• Self-Concept Attachment: Product helps establish identity.
• Nostalgic Attachment: Product links to past experiences.
• Interdependence: Product is part of daily routine.
• Love: Emotional attachment to the brand.
What are buyer personas ?
Fictional characters representing ideal customers, based on data and educated assumptions about demographics, behavior, and motivations.
Why do we use buyer personas ?
Personas allow targeted marketing by aligning communication with specific consumer segments.
