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Marketing fundamentals > Chapter 5: consumer and buyer behavior > Flashcards

Chapter 5: consumer and buyer behavior Flashcards

1
Q

consumer buyer behavior

A

the buying behavior of final consumers

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2
Q

consumer market

A

all the individuals and households that buy or acquire goods and services for personal consumption

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3
Q

market stimuli

A

the marketing mix (product, place, price and promotion)

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4
Q

other stimuli

A

economic, technological, social and cultural

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5
Q

what does the buyers black box include

A
  • buyers characteristics
  • buyers decision process
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6
Q

purchase behavior

A

what the buyer buys, when, where and how much

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7
Q

cultural factors

A
  • culture
  • subculture
  • social class
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8
Q

culture

A

The set of basic values, perceptions, wants and behaviors learned by a member of society

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9
Q

Subculture

A

group of people with shared value systems based on common life experiences and situations

  • hispanic american consumers (deeply family oriented)
  • african american consumers (more price consious and heavy social media users)
  • asian american consumers (shop frequently and are brand conscious, brand loyal)
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10
Q

Total marketing strategy

A

integratic ethnic themes and cross cultural perspectives with a brands mainstream marketing, appealing to consumer similarities cross subcultural segments

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11
Q

social class

A

relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors

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12
Q

social factors

A
  • groups and social networks
  • family
  • roles and status
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13
Q

groups

A

two or more people who interact to accomplish individual or mutual groups (membership, reference, aspirational)

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14
Q

Word of mouth influence

A

influence of personal words and recommendations of others on buying behaviour

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15
Q

Opinion leader

A

person who because of special skills, knowledge, personality or other characteristics exerts social influence on others

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16
Q

buzz marketing

A

enlisting or creating opinion leaders to serve as brand ambassadors who spread the word about a company’s products

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17
Q

online social networks

A

online social communities where people socialise or exchange information and opinions

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18
Q

Family

A

Family influences behaviors since for example children have a strong influence on family buying decisions

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19
Q

roles and status

A

the persons position in each group can be defined in terms of role and status

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20
Q

Role

A

activities people are expected to perform according to the people around them

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21
Q

personal factors

A
  • occupation
  • age and life style stage
  • economic situation
  • lifestyle
  • personality and self concept
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22
Q

psychological factors

A
  • motivation
  • perception
  • learning
  • beliefs and attitudes
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23
Q

motivation

A

need that is sufficiently pressing to direct the person to seek satisfaction of the need

24
Q

perception

A

the process by which people select, organise, and interpret information to form a meaningful picture of the world

include: selective attention, selective distortion and selective retention

25
Q

Selective attention

A

tendency for people to screen out most of the information to which they are exposed

26
Q

Selective distortion

A

dependency of people to interpret information in a way that will support what they already believe

27
Q

selective retention

A

consumers are likely to remember good points made about a brand they favour and forget points about competing brands

28
Q

learning

A

changes in an individuals behavior arising from experience

  • drive: a stimulus that calls for action
  • cues: minor stimuli that determine when, where and how the person responds
29
Q

beliefs

A

descriptive though that a person holds about something

30
Q

attitude

A

person’s consistent evaluations, feelings and tendencies towards an object or idea

31
Q

complex buyer behavior

A

when individuals are highly involved in a purchase and perceive significant differences among brands

32
Q

dissonance - reducing buying behavior

A

consumers are highly involved with an expensive, infrequent or risky purchase but see little difference among brands

33
Q

post purchase dissonance

A

after-sale discomfort when they notice certain disadvantages of the purchased product or hear favorable things about the brands not purchased

34
Q

habitual buying behavior

A

low consumer involvement and little significant brand difference

35
Q

variety-seeking buying behavior

A

low consumer involvement but significant perceived brand differences. brand switching to seek for variety

36
Q

Buyer decision process

A
  1. need recognition
  2. information search
  3. alternative evaluation
  4. purchase decision
  5. post-purchase behavior
37
Q

need recognition

A

consumer recognizes a problem or need

internal stimuli: one persons normal needs rises to become a drive
external stimuli: advertisement or discussion which might get you into buying a product

38
Q

Information search

A

consumer is motivated to search for more information about the product or brand

39
Q

evaluation of alternatives

A

use of information to evaluate alternative brands in the choice set

40
Q

purchase decision

A

the buyers decision about what to purchase

41
Q

Attitudes of others

A

if someone close to you thinks that you should buy another brand then you are more likely to follow their advice

42
Q

unexpected situational factors

A

unexpected events may change the purchase intention

43
Q

post purchase behavior

A

stage in which consumers take further action after purchase, based on their satisfaction or dissatisfaction with the product

44
Q

cognitive dissonance

A

buyer discomfort caused by postpurchase conflict

45
Q

adoption process

A

mental process through which an individual passes from first hearing about an innovation to final adoption

46
Q

Stages in the adoption process

A
  • awareness
  • interest
  • evaluation
  • trial
  • adoption
47
Q

individual differences in innovativeness

A

people are classified into adopter categories

48
Q

early adopters

A

opinion leaders and adopt new ideas early but carefully

49
Q

Early mainstream

A

adopt ideas before an average person

50
Q

late mainstream

A

skeptical and adopt innovation after a majority of people have tried it

51
Q

lagging adopters

A

adopt the innovation when it has become something of a tradition

52
Q

relative advantage

A

degree to which an innovation appears superior to existing products

53
Q

compatibility

A

degree to which the innovation fits the values and experiences of potential customers

54
Q

complexity

A

degree to which the innovation is difficult to understand or use

55
Q

divisability

A

degree to which the innovation is difficult to understand or use

56
Q

communicability

A

degree to which the results of using the innovation can be observed or described by others

Marketing fundamentals (7 decks)

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