Chapter 5- MKTG Flashcards
what is Consumer buyer behavior
It’s the buying behavior of Final consumers
What are final consumers
Individuals and households who buy goods and services for personal consumption
What are consumer markets
All of the individuals and households that buy goods and services for personal consumption
What’s the model of consumer behavior
The environment affects the Buyer’s black box which affects buyer Reponses
What’s the Stimulus-response Model
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
What are factors that influence consumer behavior
Cultural, social, personal, psychological.
What is culture
set of basic values, perceptions, wants and behavior - learned by a member of society from family and other imp institutions
How can marketers use cultural shifts
Try to spot them to find new opportunities.
e.g trend towards greater concern about health and fitness has created demand for:
What are subcultures
are groups of people within a culture with shared value systems based on common life experiences and situation
What are social classes
- 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
What are reference groups
Grps form a comparison or reference in forming attitudes or behaviors
What are Membership groups
Grps with direct influence, to which a person belongs
What are Aspirational groups
Grps an individual wishes to belong to
What are opinion leaders (or influentials)
People within a reference group with special skills, knowledge or personality, who exert social influence on others.
What is Buzz marketing
Identifying opinion leaders to use as brand ambassadors
What is the most-important consumer buying organization in society
Family
e.g., you purchase a brand because it’s what your parents use.
How can Role and status be defined
A person’s position in the group
What do we call a person’s position in the group
Role and status
What are some personal factors that affect consumer behavior
Age
Life-cycle
Family life-cycle
Occupation
Economic
How does age affect consumer buying behavior
Things like taste in food, clothes, music, and recreation are often age related
How is buying is also shaped by one’s stage in the family life-cycle
- stages that families might pass through as they mature (young singles … retired)
What does Economic situation include
Spending
personal income
savings
interest rates
What is lifestyle
Pattern of living, expressed in one’s AIO’s
What are AIO’s
- Activities (work, shopping, hobbies, …)
- Interests (food, fashion, recreation, sports, …)
- Opinions (about oneself, social issues, businesses, …)
What’s the basic self-concept or self-image idea
It’s that people’s possessions contribute to and reflect their identities
‘we are what we have’
What is Brand Personality
Specific mix of human traits that may be attributed to a particular brand
What are some psychological factors that affect consumer behavior
Motivation
Perception
Learning
beliefs and attitudes
What is a motive (or drive)
A need that is sufficiently strong to push the person to seek satisfaction of the need
What is Motivation research
It’s a qualitative research designed to stimulate consumer’s hidden and subconscious motivations (Sigmund Freud)
What does Maslow’s Hierarchy of Needs say
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)
What is perception
process by which people select, organize and interpret information
-> to form a meaningful picture of the world
What are examples of Perceptual processes
- Selective attention
- Selective distortion
- Selective retention
What is it called when people screen out most of the information to which they are exposed
Selective attention
What is it called when people interpret info in a way that will support what they already believe
Selective distortion
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.
Selective retention (in memory)
What is learning
the change in a person’s behavior arising from past experience.
through the interplay of:
- drives
- stimuli
- cues
- responses
reinforcement
What is a descriptive thought that a person has about something called
ps: its based on knowledge, opinion or faith
Belief
What’s an attitude
describes a person’s relatively consistent evaluations, feelings, tendencies toward an object or idea
+ are difficult to change
e.g., positive, undecided, negative
What makes a purchase high-involvement
- Expensive
- Risky
- Purchased infrequently
- Highly self-expressive
What type of buying behavior is High involvement and shows Significant differences between brands
Complex buying behavior
What type of buying behavior is low involvement and shows significant difference between brands
Variety-seeking buying behavior
What type of buying behavior is high involvement and shows few difference between brands
Dissonance-reducing buying behavior
What type of buying behavior is low involvement and shows few difference between brands
Habitual buying behavior
Buyer decision making process
1 Need recognition
2 Information search
3 evaluation of alternatives
4 purchase decision
5 post purchase behavior
what is need recognition
(Step 1 of buyer decision making process)
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
What is info search
(Step 2 in buyer decision making process)
- personal sources
- commercial search (ad, internet)
- Public sources (mass media, ..)
- Experiential
- Words-of mouth
what is Evaluation of Alternatives
(Step 3)
- 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
What is purchase decision
(step 4)
It’s the buyers decision about which brand to purchase
What are some reasons the purchase intention may not become the purchase decision
- Attitude of other
- Unexpected situational factors
Post-purchase behavior
(Step 5)
Stage after purchase when consumer determine satisfaction of dissatisfaction
the larger the gap between expectations and perceived performance, the greater the dissatisfaction
What is called the discomfort caused by post-purchase conflict (buyer’s remorse)
Cognitive dissonance
what is customer journey
sum of ongoing experiences consumers have with a brand
What does customer journey affect
affects buying behavior, engagement, and brand advocacy
Whats the buyer decision process for new products
Adoption process : mental process an individual goes through from first learning about an innovation to final regular use
What are the steps in the new product adoption process
Awareness -> Interest -> Evaluation -> Trial -> Adoption
