Chapter 5 customer behaviour Flashcards
purchase decision process
the series of stages a buyer passes through in making choices about which products and services to buy
5 stages of purchase decision process
(1) problem recognition, (2) information search, (3) alternatives evaluation, (4) purchase decision, and (5) post purchase behaviour. Each stage is value-oriented.
Cognitive dissonance
Post purchase anxiety or psychological tension when buyer becomes concerned in the stage of post-purchase (post-purchase anxiety)
what is Extent of Involvement and Marketing Strategy
Sellers try to reinforce habit and competitors to break habits
5 situational influences
The purchase task (gift or for personal use) Social surroundings (presence of others) Physical surroundings (decor and music) Temporal effects (time of day) Antecedent states (mood or amount of cash on hand)
the four common influences affecting customer’s purchasing behaviour
- marketing mix influences
- social-cultural influences
- psychological influences
- situational influences
give 2 examples of each type of influences that may affect customer’s behaviour
marketing mix influences: 4Ps
- social-cultural influences: reference group, social class and culture
- psychological influences: motivation, personality, perceptions, lifestyle, learning and values
- situational influences: The purchase task (gift or for personal use)
Social surroundings (presence of others)
Physical surroundings (decor and music)
Temporal effects (time of day)
Antecedent states (mood or amount of cash on hand)
what is consideration set
The brand(s) a consumer considers buying out of the set of brands in a product class of which the consumer is aware
Self-concept
the way people see themselves or expect others to see them – Self image and Ideal image
give two examples that well show a customer’s self-concept
Autos, furniture’s, clothing
what are the five levels of Hierarchy of needs
from base to top:
physiological, safety, social, personal (esteem), self actualization (fulfillment)
def. perception
the process by which individuals select, organize, and interpret information to create a meaningful picture of the world.
four stages involved in selective perception
i) selective exposure (CTV vs CBC),
ii) selective attention (messages consistent with attitudes and beliefs),
iii) selective comprehension (interpreting messages consistent with attitudes and beliefs) and
iv) selective retention (limited retention – e.g., car brochure).
Subliminal perception
hearing messages without being aware of them
Perceived Risk
The anxiety when the consumer cannot perceive (expect or foresee) the outcome of a purchases.
How do we reduce the Perceived Risk?
Seal of approval Endorsements by trusted people Free trials Warranties Instructions
def. Behavioural Learning
behaviours that result from repeated experience and thinking; process of automatic response due to repeated exposures
Cognitive Learning
the learning through thinking, reasoning, and problem solving without direct experience – connecting causes and outcomes and actions.
Lifestyle (AIO charateristics)
a mode of living that is identified by
- how people spend their time and resources (activities);
- what they consider important in their environment (interests);
- what they think of themselves and the world around them (opinions).
How does brand loyalty build
Loyalty results from Favourable attitude towards and consistent purchase of a brand overtime
def. Values
Personally or socially preferable modes of conducts or enduring states of existence.
def. beliefs
A subjective perception
def. attitudes
A learned and consistently favourable or unfavourable disposition to a product
three most common ways marketers used to change customers’ attitudes
Changing beliefs about the extent to which a brand has certain attributes
- Changing the perceived importance (weights) of the attributes
- Adding new attributes.
