Chapter 4: Consumers Flashcards

1
Q

Model of consumer behaviour

A

Marketing stimuli(4 Ps) > consumer’s mind > Buyer’s response

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2
Q

Consumer decision making processes

A

Need recognition –> Information Search –> Evaluation of alternatives –> Product choice –> Post-purchase/consumption

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3
Q

Consumer analysis

A
  • Aggregate (Macro) analysis
  • Individual (Micro) Analysis
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4
Q

Aggregate (Macro) analysis

A
  • Demographic trends: Rate of population growth, age distribution, roles of gender at workplace, income distribution, geographic centers of population
  • Consumer buying trends:
    Focus: Self, family, world
    Consumption values: Price, value, quality
    Scarce resources: Money, time, people
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5
Q

Individual (Micro) consumer analysis

A
  • Personal characteristics: Age, income, gender, self- concept, personality
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6
Q

Rational consumers

A
  • Clearly knows their problem
  • Knows all alternatives
  • Knows all criteria, compares criteria to alternatives and makes the best choice
  • ie, we’re utility maximizing consumers
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7
Q

Three broad types of decision modes

A
  1. Utilitarian
  2. Mundane
  3. Self-expressive
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8
Q

Utilitarian decision modes

A

Driven by functionality, price, and performance

Know > Feel > Do

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9
Q

Mundane decision modes

A

Habitual purchases driven by availability

Do > know > feel

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10
Q

Self-expressive decision modes

A

Emotional and driven by relevance to self. We buy the product cause it represents who we are and we’re emotionally connected to it

Feel > Do > know

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11
Q

The REAL consumer

A
  • Emotional, but also rational
  • In truth, we’re lazy, we take shortcuts, and we forget
  • ie, we’re boundedly rational (Rational within certain bounds)
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12
Q

2 Customer value motives

A
  1. Manifest motives
  2. Latent motives
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13
Q

Manifest motives

A

Obvious values of the product

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14
Q

Latent motives

A

Underlying values of the product like status

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15
Q

Understanding customer needs

A

Understanding consumer needs

Motivation:
- Physiological, safety, social, esteem, and self-actualization (Maslow Hierarchy of Needs)

Value Laddering

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16
Q

Information acquisition

A
  1. Bottom-Up
  2. Top-Down
  3. Perception
17
Q

Bottom-Up

A
  • New information, trying to make sense (Learning a new language
18
Q

Top-Down

A
  • Guided by existing knowledge in memory. (For example, failing to notice a typographical error such as the one you just passed.
19
Q

Perception

A

Select, organize, and interpret information

20
Q

Pertinence

A
  • Situational factors: Occasion, time, pressure
  • Individual differences: Level of involvement
  • Product factors: Cost/investment
21
Q

Evaluation of alternatives

A

Evaluation of alternatives

  • Idea that consumers value brands based on the delivery and importance of benefits
  • Value to the customers is the importance of benefit multiplied by delivery of benefits. If product has multiple benefits, use the sum of all of them
22
Q

Customer aggregation process

A
  1. Linear Model
  2. Lexicographic
  3. Conjunctive
  4. Elimination by aspects
23
Q

Linear model

A

Decision based on all attributes given equal weight

24
Q

Lexicographic

A

Decision based on most important attribute, then the next if tied

25
Conjunctive model
Decision based on any cutoff points. Eliminate brands that do not satisfy any cutoff level.
26
Elimination by aspects model
Decisions are based on going from the most important attribute and eliminating brands that do not satisfy the cutoff level.
27
Post-purchase behaviour
- Based on consumer expectations and perceived product performance, consumers are either satisfied, dissatisfied, or experience cognitive dissonance - Is it a relationship or purely transactional, is it a long-term partnership or not (Customer loyalty)
28
Business Market: Overview
Compared to consumers, business markets have: - Fewer numbers but more volume - Geographical concentration - More complex decision-making
29
Business Decision Process
1. Users: Actual users of the product -- Functional Units 2. Influencers: Experts and opinion leaders - MIS 3. Buyers: Negotiate with vendors, place the orders - Admin 4. Deciders: Power to select vendors - Dept heads, Finance.
30
Reasons why role of marketer is complex
- Many ppl need to be managed - Different roles - Final selection isbased on prices - There needs to be justification behind a purchase
31
How marketers could be more effective
How marketers could be more effective: - Build strong relationships - Manage all involved in decision-making - Provide superior service: delivery, spares, maintenance - Make the decision easy: offer a strong brand