chapter 5 Flashcards
consumer behaviour
the study of how individuals, groups, and organisations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. a consumer’s behaviour is influenced by cultural, social, and personal factors.
culture
the fundamental determinant of a person’s wants and behaviour. the view of the self, relationships to others, and rituals might differ between children raised in different countries.
subculture
provides more specific identification and socialisation for their members.
social classes
relatively homogeneous and endure divisions within a society. the social classes are lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, and upper uppers.
reference groups
all the groups that have a direct (face-to-face) or indirect influence on their attitude or behaviour.
membership groups
groups that have a direct influence.
primary groups
groups with whom the person interacts fairly continuously and informally.
secondary groups
groups that tend to be more formal and require less continuous interaction.
aspirational groups
those a person hopes to join.
dissociative groups
those whose values or behaviour an individual rejects.
opinion leader
person who offers informal advice or information about a specific product or product category.
cliques
small groups whose members interact frequently.
family
society’s most important consumer buying organisation; it constitutes the most influential primary reference group.
family of orientation
consists of parents and siblings. a person acquires an orientation toward religion, politics, economics, and a sense of personal ambition, self-worth, and love.
family of procreation
includes the person’s spouse and children. has a more direct influence on everyday buying behaviour.
role
consists of the activities a person is expected to perform. marketers should consider the family life cycle, psychological life cycle, and the critical life events or transitions and occupations, because these factors influence the consumption patterns of consumers. each role in turn connotes a status.
personality
a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli, including buying behaviour.
brand personality
a specific mix of human traits that we can attribute to a particular brand. consumer may choose brands with a brand personality consistent with their actual self-concept, ideal self-concept, or others’ self-concept.
lifestyle
a person’s pattern of living in the world as expressed in activities, interests, and opinions. lifestyles are partly shaped by whether consumers are more money constrained or time constrained.
core values
the belief systems that underlie attitudes and behaviours.
biogenic needs
arising from physiological states of tension such as hunger, discomfort, and thirst.
psychogenic needs
arise from psychological states of tension such as need for recognition, esteem, or belonging.
motive
a need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act.
freud’s theory of human motivation
freud assumed that the psychological forces shaping people’s behaviour are largely unconscious and that a person cannot fully understand his or her own motivations.
laddering
technique which lets us trace a person’s motivations from the stated instrumental ones to more terminal ones.
maslow’s theory of human motivation
maslow sought to explain why people are driven by particular needs at particular times. his answer was that human needs are arranged in a hierarchy from most to least pressing (from one to five).
herzberg’s theory of human motivation
herzberg developed a two-factory theory that distinhuished dissastifiers (factors that cause dissatisfaction) and satisfiers (factors that cause satisfaction). the absence of dissatisfiers is not enough to motivate a purchase; satisfiers must be present.
perception
the process by which we select, organise, and interpret information inputs to create a meaningful picture of the world.