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Consumer Behavior > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

Situational Factors

A
  1. Time Of Purchase
  2. Reason Of Purchase
  3. Mood Of Customer
  4. Atmospherics
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2
Q

Personal Factors

A
  1. Personality
  2. Self Concept
  3. Gender/Ag/ Stage Of life
  4. Lifestyle
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3
Q

Psychological Factors

A
  1. Motivational
  2. Perception
  3. Learning
  4. Attitudes
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4
Q

Societal Factors

A
  1. Culture
  2. Subculture
  3. Social Class
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5
Q

What are 3 influences on consumer behavior?

A

Social , Marketing & Situational Influences

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6
Q

Social Influence

A

Culture , Subculture , Social Class , Reference Groups & Family

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7
Q

Marketing Influence

A

Product , Price , Placement & Promotion

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8
Q

Situational influence

A

Physical & social surroundings, time , task & momentary conditions

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9
Q

What are 5 characteristics affecting consumer behavior ?

A
  1. Cultural Factors
  2. Social Factors
  3. Personal Factors
  4. Psychological Factors
  5. Situational Factors
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10
Q

Brand Communities

A

add value to the ownership of the product and build intense loyalty.

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11
Q

When a customer joins a brand community what is he ought to do ?

A

He’s supposed to remain generally continuing to own & use the brand.

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12
Q

What are the stages of the Adoption Process ?

A
  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Decision
  6. Confirmation
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13
Q

Awareness stage

A

Consumer becomes aware of the new
product, but lacks information about it.

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14
Q

Interest Stage

A

Consumer seeks information about new
product.

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15
Q

Evaluation Stage

A

Consumer considers whether trying
the new product makes sense.

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16
Q

Trial Stage

A

Consumer tries new product on a small scale
to improve his or her estimate of its value.

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17
Q

Adoption Stage

A

Consumer decides to make full and
regular use of the new product

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18
Q

How can marketeers deal with the consumer adoption process ?

A

Awareness , Product Interest , Product Evaluation , Product Trial

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19
Q

Awareness

A

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.

20
Q

Product Interest

A

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.

21
Q

Product Interest

A

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.

22
Q

Product Evaluation

A

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

23
Q

Product Trial

A

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

24
Q

What are four dimensions of situational influences ?

A
  1. Physical surroundings (store images , music, colors, aroma, temperature…)
  2. Social surroundings (types of customers shopping there)
  3. Temporal perspectives (time)
  4. Task definition (reason of buying the product for self or for a gift)
25
Q

What are atmospherics ?

A

the sum of all the physical features of a retail environment.

26
Q

What are atmospherics ?

A

the sum of all the physical features of a retail environment.

27
Q

What do atmospherics influence consumers to do ?

A

influences consumer judgments of the quality of the store and the store’s image.

28
Q

How to maintain a stores image ?

A
  1. Location + merchandise suitability + knowledge/congeniality of sales staff
  2. Other intangible factors affecting overall store evaluation:
    •Interior design
    •Types of patrons
    •Return policies
    •Credit availability
29
Q

Examples of physical surronds

A

~ Store location
➢ Interior decor
➢ Music
➢ Smell/aromas
➢ Temperature (air-conditioning or heating)
➢ Choice provided (by product category or across the categories)

30
Q

Why are colors important ?

A

Certain colors and color characteristics create feelings of excitement and arousal which are related to attention.

31
Q

Red Color Influence

A

Creates a sense of urgency, which is good for clearance sales.

32
Q

Blue Color Influence

A

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.

33
Q

Green Color Influence

A

Associated with health , power & nature. Used in stores to relax customers and for promoting environmental issues.

34
Q

Purple Color Influence

A

Commonly associated with royalty, wisdom, and respect. Stimulates problem solving as well as creativity. Frequently used to promote beauty and anti-aging products.

35
Q

Orange & Yellow Color Influence

A

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.

36
Q

Black Color Influence

A

Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.

37
Q

Grey Color Influence

A

Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.

38
Q

How does music influence consumers ?

A

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

39
Q

How does crowding influence consumers ?

A

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.

40
Q

What are social surroundings ?

A

Other people present in a particular situation

41
Q

Examples Of Social Surroundings

A

➢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.

42
Q

Temporal Perspectives

A

Deal with the effect of time on consumer behavior.

Limited purchase time often limits search

43
Q

Examples Of Temporal Influences

A

➢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.

44
Q

Task Definition

A

The reason the consumption activity is occurring.

Giving gifts : social expectations or returning a favor

45
Q

Examples Of Task influences

A

➢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)

Consumer Behavior (4 decks)

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