Chapter 5: consumer and buyer behavior Flashcards
consumer buyer behavior
the buying behavior of final consumers
consumer market
all the individuals and households that buy or acquire goods and services for personal consumption
market stimuli
the marketing mix (product, place, price and promotion)
other stimuli
economic, technological, social and cultural
what does the buyers black box include
- buyers characteristics
- buyers decision process
purchase behavior
what the buyer buys, when, where and how much
cultural factors
- culture
- subculture
- social class
culture
The set of basic values, perceptions, wants and behaviors learned by a member of society
Subculture
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)
Total marketing strategy
integratic ethnic themes and cross cultural perspectives with a brands mainstream marketing, appealing to consumer similarities cross subcultural segments
social class
relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
social factors
- groups and social networks
- family
- roles and status
groups
two or more people who interact to accomplish individual or mutual groups (membership, reference, aspirational)
Word of mouth influence
influence of personal words and recommendations of others on buying behaviour
Opinion leader
person who because of special skills, knowledge, personality or other characteristics exerts social influence on others
buzz marketing
enlisting or creating opinion leaders to serve as brand ambassadors who spread the word about a company’s products
online social networks
online social communities where people socialise or exchange information and opinions
Family
Family influences behaviors since for example children have a strong influence on family buying decisions
roles and status
the persons position in each group can be defined in terms of role and status
Role
activities people are expected to perform according to the people around them
personal factors
- occupation
- age and life style stage
- economic situation
- lifestyle
- personality and self concept
psychological factors
- motivation
- perception
- learning
- beliefs and attitudes
motivation
need that is sufficiently pressing to direct the person to seek satisfaction of the need
perception
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
Selective attention
tendency for people to screen out most of the information to which they are exposed
Selective distortion
dependency of people to interpret information in a way that will support what they already believe
selective retention
consumers are likely to remember good points made about a brand they favour and forget points about competing brands
learning
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
beliefs
descriptive though that a person holds about something
attitude
person’s consistent evaluations, feelings and tendencies towards an object or idea
complex buyer behavior
when individuals are highly involved in a purchase and perceive significant differences among brands
dissonance - reducing buying behavior
consumers are highly involved with an expensive, infrequent or risky purchase but see little difference among brands
post purchase dissonance
after-sale discomfort when they notice certain disadvantages of the purchased product or hear favorable things about the brands not purchased
habitual buying behavior
low consumer involvement and little significant brand difference
variety-seeking buying behavior
low consumer involvement but significant perceived brand differences. brand switching to seek for variety
Buyer decision process
- need recognition
- information search
- alternative evaluation
- purchase decision
- post-purchase behavior
need recognition
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
Information search
consumer is motivated to search for more information about the product or brand
evaluation of alternatives
use of information to evaluate alternative brands in the choice set
purchase decision
the buyers decision about what to purchase
Attitudes of others
if someone close to you thinks that you should buy another brand then you are more likely to follow their advice
unexpected situational factors
unexpected events may change the purchase intention
post purchase behavior
stage in which consumers take further action after purchase, based on their satisfaction or dissatisfaction with the product
cognitive dissonance
buyer discomfort caused by postpurchase conflict
adoption process
mental process through which an individual passes from first hearing about an innovation to final adoption
Stages in the adoption process
- awareness
- interest
- evaluation
- trial
- adoption
individual differences in innovativeness
people are classified into adopter categories
early adopters
opinion leaders and adopt new ideas early but carefully
Early mainstream
adopt ideas before an average person
late mainstream
skeptical and adopt innovation after a majority of people have tried it
lagging adopters
adopt the innovation when it has become something of a tradition
relative advantage
degree to which an innovation appears superior to existing products
compatibility
degree to which the innovation fits the values and experiences of potential customers
complexity
degree to which the innovation is difficult to understand or use
divisability
degree to which the innovation is difficult to understand or use
communicability
degree to which the results of using the innovation can be observed or described by others
