Chapter 3: Consumer Behaviour Flashcards
Purchase Decision Process
Stages a buyer passes through when making choices about which products or services to buy
Decision Process Step 1:
Problem recognition: perceiving a need
- when a person realizes the difference between what they have vs. what they would like to have is big enough to do something about it
Purchase Decision Process Step 2:
Information search: seeking value
- search for info about what product/service may satisfy the new need
Internal Search
Scanning your memory for knowledge of or previous experience with products/brands.
External Search
Beneficial when a consumer lacks experience with/ knowledge about a product.
- risk of making bad decision is high, cost of gathering info is low
- sources = personal sources, public sources, marketer-dominated sources
Personal Sources
A primary source of external information such as relatives or friends
Public Sources
A source of external information, product-rating organizations like Consumer Reports or government agencies
Marketer-Dominated Sources
A source of external information, Information from sellers -> advertising, company websites, salespeople, point-of-purchase displays in stores.
Purchase Decision Process Step 3:
Evaluation of Alternatives: assessing value
- using consumer’s evaluative criteria to determine an evoked set
Evaluative Criteria
Represent both the objective attributes of a brand and the subjective ones.
Evoked Set
Group of brands that a consumer would consider acceptable from among all the brands in the product class of which they are aware.
Purchase Decision Process Step 4:
Purchase Decision: buying value Three choices remain: - the chosen brand - from whom to buy - when to buy
Purchase Decision Process Step 5:
Post-purchase: value in consumption or use
- after buying, consumer compares it with their expectations and is either satisfied or dissatisfied
Satisfied buyers tell 3 other people about their experience, dissatisfied buyers complain to __ people
Nine!
Cognitive Dissonance
The discomfort or anxiety post-purchase, in which you question whether you made the right decision
Involvement
Factors how much personal, social, and economic significance of a purchase has on a consumer.
Routine Problem-Solving
Low-involvement, low-priced, frequently purchased products. Habitual, little effort seeking external info, and evaluating alternatives.
- Example: coffee, bagels, salt, milk, toothpaste
Limited Problem-Solving
Low consumer involvement, but significant perceived difference among brands.
- moderate amount of time evaluating alternatives
- consumers rely on past experience more than external info
- may pay attention to ads, or displays
- Example: jeans, restaurants
Extended Problem-Solving
Each of the 5 consumer purchase decision process stages are use, including considerable time and effort for external info searching and evaluating alternatives.
- high involvement purchase situations
- Examples: cars, houses, financial investments
The 5 Situational Influences on Consumer Decisions
- Purchase task
- reason for buying - Social surroundings
- including people present - Physical surroundings
- decor, music, crowding - Temporal effects
- time of day, time available - Antecedent states
- mood, cash on hand
Motivation
energizing force that stimulates behaviour to satisfy a need
Physiological Needs
Basic to survival, must be satisfied first. (food, shelter, water etc.)
Safety Needs
Involve self-perservation and physical well-being, freedom from harm and financial security. (ex. smoke detector)
Maslow’s Hierarchy of Needs
- Physiological needs
- Safety needs
- Social needs
- Esteem needs
- Self-actualization needs
Social Needs
Concerned with love, friendship, and belonging.
Esteem Needs
Represented by the need for achievement, status, prestige, and self-respect.
Self-actualization Needs
Involve personal fulfillment, ambitions and hopes.
Personality
Person’s character traits that influence behavioural responses
- assertiveness
- extroversion
- compliance
- dominance
- aggression
Self-Concept
the way people see themselves and the way they believe others see them
Actual self
Refers to how people actually see them
Ideal self
Describes how people would like to see themselves
Perception
Process by which someone selects, organizes, and interprets information to create a meaningful picture of the world
Selective Perception
The human brain filters info so that only some of it is understood, remembered, or even available to the conscious mind
Selective Exposure
People pay attention to messages consistent with their attitudes and beliefs, ignoring messages that are inconsistent.
Selective Comprehension
Interpreting information so that it is consistent with your attitudes and beliefs.
Selective Retention
Consumers do not remember all the information they see, read, or hear.
Perceived Risk
anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase
- affects the information search state, greater risk = more extensive external search
Strategies to Fight Perceived Risk:
- obtaining seals of approval
- securing endorsements from influential people
- providing free trials/samples of product
- providing illustrations
- providing warranties and guarantees.
Learning
Behaviours that result from repeated experience or reasoning
Behavioural Learning
Process of developing automatic responses to a situation through repeated exposure.
4 Variables of Learning from Repeated Experience
- Drive
- need that moves an individual to action (hunger) - Cue
- stimulus or symbol that one perceives (billboard) - Response
- action taken to satisfy drive (buying a burger) - Reinforcement
- reward (tastes good)
Stimulus Generalization
Occurs when a response brought by one stimulus,(cue) is generalized to another stimulus
- Example: Using the same brand to launch new products, familiarity
Stimulus Discrimination
One’s ability to perceive differences among similar products.
Cognitive Learning
Associating 2 ideas together, example: Advil and headaches
Brand Loyalty
Favourable attitude toward and consistent purchase of a single brand over time.
- results from positive reinforcement
Attitude
Tendency to respond to something in a consistently favourable or unfavourable way.
- shaped by values and beliefs as we grow up
- core values, and personal values
Beliefs
Consumer’s perceptions of how a product or brand performs
- based on personal experience, advertising, and discussion
Opinion Leaders
Individuals who have social influence over others.
- more likely to be important for products that provide self-expression like clothing, cars, club memberships
Word of Mouth
People influencing each other during conversation
- most powerful information source for consumers
Buzz Marketing
refers to a brand becoming popular as a result of people talking about to friends/neighbours
Viral marketing
Online version of word of mouth, includes use of messages that consumers pass along to others through social network
Reference Group
Group of people who influence your attitudes, values and behaviours
- important influence on purchase of luxury products, but not necessities
Membership Group
A group a person actually belongs to like frats, sororities, social clubs, families.
Aspiration Group
A group a person wishes to be a member of or identified with like the NHL or NBA.
Dissociative Group
A group one wishes to maintain a distance from, doesn’t want to be associated with because of differences in values or behaviours.
Consumer Socialization
Process by which people acquire the skills, knowledge and attitudes necessary to function as a consumer. ex. children and their household brand preference
Family Life Cycle
A family’s progression from formation to retirement, with each phase bringing new needs and new purchasing behaviours
Culture
Set of values, ideas and attitudes learned and share among members of a group
Subculture
Subgroups within a larger culture that have unique values, ideas and attitudes.
Customs
Norms and expectations about the way people do things in a specific country or culture.
Back Translation
Translated word or phrase is retranslated back into the original language by different interpreter to catch errors
Cultural Symbols
Objects, ideas, or processes that represent a particular group of people or society
