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MKTG210 > Chapter 5- MKTG > Flashcards

Chapter 5- MKTG Flashcards

1
Q

what is Consumer buyer behavior

A

It’s the buying behavior of Final consumers

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2
Q

What are final consumers

A

Individuals and households who buy goods and services for personal consumption

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3
Q

What are consumer markets

A

All of the individuals and households that buy goods and services for personal consumption

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4
Q

What’s the model of consumer behavior

A

The environment affects the Buyer’s black box which affects buyer Reponses

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5
Q

What’s the Stimulus-response Model

A

Marketing and other stimuli enter the buyer’s “black box” and produce certain choice & purchase responses

marketers needs to figure out what is inside the black box and how stimuli can become reponses

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6
Q

What are factors that influence consumer behavior

A

Cultural, social, personal, psychological.

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7
Q

What is culture

A

set of basic values, perceptions, wants and behavior - learned by a member of society from family and other imp institutions

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8
Q

How can marketers use cultural shifts

A

Try to spot them to find new opportunities.

e.g trend towards greater concern about health and fitness has created demand for:

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9
Q

What are subcultures

A

are groups of people within a culture with shared value systems based on common life experiences and situation

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10
Q

What are social classes

A
  • society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors.

= Combination of occupation, income, wealth, etc

People from a same social class exhibit similar buying behavior

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11
Q

What are reference groups

A

Grps form a comparison or reference in forming attitudes or behaviors

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12
Q

What are Membership groups

A

Grps with direct influence, to which a person belongs

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13
Q

What are Aspirational groups

A

Grps an individual wishes to belong to

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14
Q

What are opinion leaders (or influentials)

A

People within a reference group with special skills, knowledge or personality, who exert social influence on others.

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15
Q

What is Buzz marketing

A

Identifying opinion leaders to use as brand ambassadors

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16
Q

What is the most-important consumer buying organization in society

A

Family

e.g., you purchase a brand because it’s what your parents use.

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17
Q

How can Role and status be defined

A

A person’s position in the group

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18
Q

What do we call a person’s position in the group

A

Role and status

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19
Q

What are some personal factors that affect consumer behavior

A

Age
Life-cycle
Family life-cycle
Occupation
Economic

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20
Q

How does age affect consumer buying behavior

A

Things like taste in food, clothes, music, and recreation are often age related

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21
Q

How is buying is also shaped by one’s stage in the family life-cycle

A
  • stages that families might pass through as they mature (young singles … retired)
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22
Q

What does Economic situation include

A

Spending
personal income
savings
interest rates

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23
Q

What is lifestyle

A

Pattern of living, expressed in one’s AIO’s

24
Q

What are AIO’s

A
  • Activities (work, shopping, hobbies, …)
  • Interests (food, fashion, recreation, sports, …)
  • Opinions (about oneself, social issues, businesses, …)
25
Q

What’s the basic self-concept or self-image idea

A

It’s that people’s possessions contribute to and reflect their identities

‘we are what we have’

26
Q

What is Brand Personality

A

Specific mix of human traits that may be attributed to a particular brand

27
Q

What are some psychological factors that affect consumer behavior

A

Motivation
Perception
Learning
beliefs and attitudes

28
Q

What is a motive (or drive)

A

A need that is sufficiently strong to push the person to seek satisfaction of the need

29
Q

What is Motivation research

A

It’s a qualitative research designed to stimulate consumer’s hidden and subconscious motivations (Sigmund Freud)

30
Q

What does Maslow’s Hierarchy of Needs say

A

Physiological needs (hunger, thirst)

Safety needs (security, protection)

Social needs (Sense of belonging, love)

Esteem needs (self-esteem, recognition, status)

Self-actualization needs (Self-development and realization)

31
Q

What is perception

A

process by which people select, organize and interpret information

-> to form a meaningful picture of the world

32
Q

What are examples of Perceptual processes

A
  • Selective attention
  • Selective distortion
  • Selective retention
33
Q

What is it called when people screen out most of the information to which they are exposed

A

Selective attention

34
Q

What is it called when people interpret info in a way that will support what they already believe

A

Selective distortion

35
Q

What is it called when people remember good points made about a brand they like … and forget about good points about competing brands

where you focus on and retain information that aligns with your pre-existing beliefs or attitudes.

A

Selective retention (in memory)

36
Q

What is learning

A

the change in a person’s behavior arising from past experience.

through the interplay of:
- drives
- stimuli
- cues
- responses
reinforcement

37
Q

What is a descriptive thought that a person has about something called

ps: its based on knowledge, opinion or faith

A

Belief

38
Q

What’s an attitude

A

describes a person’s relatively consistent evaluations, feelings, tendencies toward an object or idea
+ are difficult to change

e.g., positive, undecided, negative

39
Q

What makes a purchase high-involvement

A
  • Expensive
  • Risky
  • Purchased infrequently
  • Highly self-expressive
40
Q

What type of buying behavior is High involvement and shows Significant differences between brands

A

Complex buying behavior

41
Q

What type of buying behavior is low involvement and shows significant difference between brands

A

Variety-seeking buying behavior

42
Q

What type of buying behavior is high involvement and shows few difference between brands

A

Dissonance-reducing buying behavior

43
Q

What type of buying behavior is low involvement and shows few difference between brands

A

Habitual buying behavior

44
Q

Buyer decision making process

A

1 Need recognition
2 Information search
3 evaluation of alternatives
4 purchase decision
5 post purchase behavior

45
Q

what is need recognition

(Step 1 of buyer decision making process)

A

when a buyer recognizes a need or a problem triggered y :

internal stimuli : normal needs become strong enough to drive behavior

External stimuli: ads and friend’s comments

46
Q

What is info search
(Step 2 in buyer decision making process)

A
  • personal sources
  • commercial search (ad, internet)
  • Public sources (mass media, ..)
  • Experiential
  • Words-of mouth
47
Q

what is Evaluation of Alternatives

(Step 3)

A
  • It’s how the consumer processes info to arrive at brand choices
      1 depends on consumer and specific buying situation

   2 evaluating multiple attributes, each of which is weighed differently 

    3 at the end of evaluation stage, purchase intentions are formed
48
Q

What is purchase decision

(step 4)

A

It’s the buyers decision about which brand to purchase

49
Q

What are some reasons the purchase intention may not become the purchase decision

A
  • Attitude of other
  • Unexpected situational factors
50
Q

Post-purchase behavior

(Step 5)

A

Stage after purchase when consumer determine satisfaction of dissatisfaction

the larger the gap between expectations and perceived performance, the greater the dissatisfaction

51
Q

What is called the discomfort caused by post-purchase conflict (buyer’s remorse)

A

Cognitive dissonance

52
Q

what is customer journey

A

sum of ongoing experiences consumers have with a brand

53
Q

What does customer journey affect

A

affects buying behavior, engagement, and brand advocacy

54
Q

Whats the buyer decision process for new products

A

Adoption process : mental process an individual goes through from first learning about an innovation to final regular use

55
Q

What are the steps in the new product adoption process

A

Awareness -> Interest -> Evaluation -> Trial -> Adoption

56
Q
A

MKTG210 (4 decks)

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