Chapter 4 Flashcards
Situational Factors
- Time Of Purchase
- Reason Of Purchase
- Mood Of Customer
- Atmospherics
Personal Factors
- Personality
- Self Concept
- Gender/Ag/ Stage Of life
- Lifestyle
Psychological Factors
- Motivational
- Perception
- Learning
- Attitudes
Societal Factors
- Culture
- Subculture
- Social Class
What are 3 influences on consumer behavior?
Social , Marketing & Situational Influences
Social Influence
Culture , Subculture , Social Class , Reference Groups & Family
Marketing Influence
Product , Price , Placement & Promotion
Situational influence
Physical & social surroundings, time , task & momentary conditions
What are 5 characteristics affecting consumer behavior ?
- Cultural Factors
- Social Factors
- Personal Factors
- Psychological Factors
- Situational Factors
Brand Communities
add value to the ownership of the product and build intense loyalty.
When a customer joins a brand community what is he ought to do ?
He’s supposed to remain generally continuing to own & use the brand.
What are the stages of the Adoption Process ?
- Awareness
- Interest
- Evaluation
- Trial
- Decision
- Confirmation
Awareness stage
Consumer becomes aware of the new
product, but lacks information about it.
Interest Stage
Consumer seeks information about new
product.
Evaluation Stage
Consumer considers whether trying
the new product makes sense.
Trial Stage
Consumer tries new product on a small scale
to improve his or her estimate of its value.
Adoption Stage
Consumer decides to make full and
regular use of the new product
How can marketeers deal with the consumer adoption process ?
Awareness , Product Interest , Product Evaluation , Product Trial
Awareness
To make a customer aware of your product create marketing material. For example video teasers & images. Making theses marketing materials easily accessible. Bring creative is a great way to engage customers in this awareness stage.
Product Interest
To make a consumer interested you must provide easy accessible information to your product. For example websites , blogs , instructions about your product for customers to discover and review your products.
Product Interest
To make a consumer interested you must provide easy accessible information to your product. For example websites , blogs , instructions about your product for customers to discover and review your products.
Product Evaluation
To simplify your customers search and evaluation of your product I suggest creating information outlines the difference between your product and other similar products, or differences within the different products and services you sell
Product Trial
Nothing helps a consumer make a decision about your product more than actually trying your product out! There are many ways this is accomplished. For example, your company can provide your consumer with a free trial or a proof of concept campaign. In this stage it is very important to set the customer expectations correctly and deliver on said expectations
What are four dimensions of situational influences ?
- Physical surroundings (store images , music, colors, aroma, temperature…)
- Social surroundings (types of customers shopping there)
- Temporal perspectives (time)
- Task definition (reason of buying the product for self or for a gift)
What are atmospherics ?
the sum of all the physical features of a retail environment.
What are atmospherics ?
the sum of all the physical features of a retail environment.
What do atmospherics influence consumers to do ?
influences consumer judgments of the quality of the store and the store’s image.
How to maintain a stores image ?
- Location + merchandise suitability + knowledge/congeniality of sales staff
- Other intangible factors affecting overall store evaluation:
•Interior design
•Types of patrons
•Return policies
•Credit availability
Examples of physical surronds
~ Store location
➢ Interior decor
➢ Music
➢ Smell/aromas
➢ Temperature (air-conditioning or heating)
➢ Choice provided (by product category or across the categories)
Why are colors important ?
Certain colors and color characteristics create feelings of excitement and arousal which are related to attention.
Red Color Influence
Creates a sense of urgency, which is good for clearance sales.
Blue Color Influence
The preferred color of men. It’s associated with peace, water, tranquility, and reliability. Blue provides a sense of security, curbs appetite, and stimulates productivity.
Green Color Influence
Associated with health , power & nature. Used in stores to relax customers and for promoting environmental issues.
Purple Color Influence
Commonly associated with royalty, wisdom, and respect. Stimulates problem solving as well as creativity. Frequently used to promote beauty and anti-aging products.
Orange & Yellow Color Influence
Cheerful colors that promote optimism. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.
Black Color Influence
Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.
Grey Color Influence
Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.
How does music influence consumers ?
Music influences consumers moods and in turn, influences a variety of consumption behaviors. An emerging trend is having music more in the foreground so it becomes part of the shopping experience and drives store image
How does crowding influence consumers ?
Most consumers find feelings of crowding to be unpleasant resulting in:
➢Less time in the store and less buying
➢Faster decisions and less use of information
➢Crowding can lead to less satisfactory purchases, unpleasant shopping, and reduced likelihood of returning to the store.
What are social surroundings ?
Other people present in a particular situation
Examples Of Social Surroundings
➢Types of customers in the store.
➢ Queues and crowding.
➢ Whether the consumer is likely to be known by others/ recognized.
➢ Whether there are high-profile people/celebrities shopping at that store.
Temporal Perspectives
Deal with the effect of time on consumer behavior.
Limited purchase time often limits search
Examples Of Temporal Influences
➢Whether the product is seasonal
➢Whether the product is urgently required (snack between lectures)
➢Time available for shopping limited/excess (the product may be an excuse for shopping)
➢How long the previous product lasted or was expected to last.
Task Definition
The reason the consumption activity is occurring.
Giving gifts : social expectations or returning a favor
Examples Of Task influences
➢Is the product utilitarian or used as a status symbol?
➢Is it a gift or for oneself?
➢Must the product be long-lasting/tough? (e.g. an everyday watch)
or decorative? ( e.g. a dress watch)
