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MARKETING > Chapter 6: Consumer behavior > Flashcards

Chapter 6: Consumer behavior Flashcards

1
Q

need recognition

A

from needy state to desired state, the greater the gap is, the greater the need recognition will be

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2
Q

functional needs

A

the performance of a product or service

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3
Q

psychological needs

A

personal gratification consumers associate with a product/service
ie, supercuts vs upscale hair salon

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4
Q

involvement and consumer buying process

A

we will take more time processing info in high involvement situations
-low involvement- what matters is the periphery (music in background of commercial)

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5
Q

low involvement purchases

A

low cost, standardized, not important, low risk
type of buying process used: routine response behavior/habitual
use in-store promotion, link to high involvement issue

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6
Q

high involvement purchases

A

important to consumer, risk is present, consumer spends effort and time purchasing

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7
Q

internal locus of control

A

believe they have some control over the outcomes of their actions- more search actions

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8
Q

external locus of control

A

fate/other external factors control all outcomes

mutual funds- feel like they can’t predict the market

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9
Q

actual perceived risk

A

performance, financial, social, physiological, psychological

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10
Q

performance risk

A

perceived danger inherent in a poorly performing product/ service
ie, is this dress going to shrink

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11
Q

financial risk

A

risk associated with monetary outlay and includes the initial cost of the purchases as well as the costs of the items/service (cost of dry cleaning dress)

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12
Q

social risk

A

fears of consumers when they worry others might not regard their purchases positively (ie, buy a statement dress)

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13
Q

physiological risk (safety risk)

A

perfect risk- what might happen if a product doesn’t perform as expected, fear of an actual harm (ie, a car)

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14
Q

psychological risk

A

risks associated with the way people will feel if the product or service doesn’t convey the right image (ie, sought opinions on dress because she wants to look good)

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15
Q

attribute sets

A

organizing, categorizing, alternatives to aid decision making process

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16
Q

universal sets

A

all possible choices for a product category, marketers focus on subsets

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17
Q

retrieval sets

A

subset of those brands/stores that can be readily bought forth from memory

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18
Q

evoked set

A

subset of alternative brands/stores that the consumer states he/she would consider when making a purchase decision (ie, firm can get its brand into a store of a consumer’s evoked set, reduced search time)

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19
Q

evaluation criteria

A

salient, important attributes about a certain product (ie, a dress- selling price, fit, materials, and construction quality)- can be complicated–> so they use shortcuts)

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20
Q

determinant attributes

A

product/service features that are important to the buyer and on which competing brands or stores are perceived to differ- consumers tend to look for something special

21
Q

consumer decision rules

A

set of criteria that consumers use consciously or subconsciously to quickly and efficiently select from alternatives

22
Q

compensatory

A

assume that consumers, when evaluating alternatives, trades off the characteristics against another, good characteristic compensate for bad characteristic

23
Q

noncompensatory

A

choose product or service on the basis of 1 characteristic or 1 subset of a characteristic, regardless of the values of its other attributes

24
Q

conversion rate

A

measure how well they have converted purchase intentions into purchases

25
Q

customer satisfaction

A

final step, 1 possible outcome

setting unrealistically high expectation that don’t live up–>customer dissatisfaction

26
Q

postpurchase cognitive dissonance

A

an internal conflict that arises from an inconsistency between 2 beliefs or between beliefs and behavior
ie, buyer’s remorse after purchasing TV aka products with high levels of risk, expensive

27
Q

customer loyalty

A

will buy only certain brands and shop at only certain stores

28
Q

undesirable consumer behavior

A

passive consumers don’t repeat purchase or recommend the product to others

29
Q

negative word of mouth

A

when consumers spread neg info about a product/service or store to others

30
Q

psychological factors

A

motives

attitudes

31
Q

motives

A

need/want that is strong enough to cause the person to seek satisfaction

32
Q

Maslow’s hierarchy of needs

A

physiological, safety. love, esteem, and self-actualization

33
Q

attitudes

A

a person’s enduring evaluation of his or her feelings about and behavioral tendencies toward an object or idea

34
Q

cognitive component

A

a person’s belief system

35
Q

affective component

A

emotions, what we feel about the issue at hand, if we like or dislike it

36
Q

behavioral component

A

actions we undertake based on what we know and feel

37
Q

perception

A

process by which we select, organize, and interpret info to form a meaningful pic of the world

38
Q

learning

A

a change in a person’s thought process or behavior that arises from experiences and takes place throughout the consumer decision process
ie, need interview dress–>read articles on internet

39
Q

lifestyle

A

way consumers spend their time and money to live

40
Q

reference groups

A

one or more persons whom an individual uses for comparison regarding beliefs, feelings, and behaviors
1-offer info
2-provide rewards for specific purchasing behaviors
3- enhancing a consumer’s self image through conversation or observation

41
Q

culture

A

shared meanings, beliefs, morals, values, values, and customs of a group of people

42
Q

situational factors

A

factors specific the situation, override, or influence psycho and social issues

43
Q

involvement

A

consumer’s degree of interest in the product or service

44
Q

extended problem solving

A

common when the customer perceives that the purchase decision entails a lot of risk

45
Q

limited problem solving

A

decision with moderate amount of effort or time

46
Q

impulse buying

A

buying decision made by customers on the spot when they see merchandise

47
Q

psychological- perception

A

how we select, organize, and interpret info

must be processed thru our perceptual screens of attention, distortion, and retention

48
Q

psychological- learning

A

a change in though process or behavior- cognitive or experiential

MARKETING (5 decks)

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