Consumer Behavior Flashcards
Aim of market research
what is in the consumer’s mind
The environment (customer/buyer behavior)
marketing stimuli: product, price, place, promotion; other: economic, technological, social, cultural
Buyer’s black box
buyer’s characteristics, buyer’s decision process
Buyer responses
buying attitudes and preferences; purchase behavior: what the buyer buys, when where and how much; brand engagements and relationships
Factors affecting consumer behavior
cultural- culture, sub culture, social class; social; personal- groups and social reference network, family, role, status; psychological
Cultural (consumer behavior factors)
set of basic values, perceptions, wants and behaviors learned by member of society from family and other important institutions
Subculture (consumer behavior factors)
a group of people with a shared value system based on common life experiences and situations; ‘tribal marketing’ is unconventional strategy which aims at creasing a community linked to product/brand service to be promoted, creates and strengthens sense of belonging among consumers through specially-prepared products and strategies which catalyze, create and favor community development, self-awareness and self-support
Social class (consumer behavior factors)
relatively permanent and ordered division in society whose members share similar values, interests, and behaviors
Social Factors
groups and social reference networks; family; role; status
Groups and social reference networks
group- two or more people who interact to accomplish individual or mutual goals; reference groups influence person’s attitudes and self-concept, and create pressures to conform that may affect person’s product and brand choices
Word-of-mouth influence
impact of personal words and recommendations of trusted friends, family, associates and other consumers on buying behavior
Opinion leader
person within reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence
Buzz marketing
involves enlisting or even creating opinion leaders to serve as “brand ambassadors” who spread the word about company’s products
Online social networks
“word-of-web” opportunities to promote products and build closer customer relationships; instead of throwing more one-way commercial messages at consumers, companies hope to use the Internet and mobile social networks to interact with consumers and become a part of their conversations and lives
Family (social factors)
strong influence on buyer behavior; family is most important buying organization in society
Roles and status (social factors)
a person belongs to many groups: family, clubs, organizations, online communities; person’s position in each group can be defined in terms of both role and status
Role
activities people are expected to perform according to people around them
Status
reflects general esteem given to each role by society
Personal Factors
age/life-cycle position; job; spending power; lifestyle; personality and self-concept
Age and life-cycle stage (personal factors)
buying is shaped by stage of family life cycle (stages through which families might pass as they mature over time)
Life stages affected personal factors
moving out of house (living alone); reaching economic independence (first job); purchasing a home (first); marriage; having children; children going to school; changes in job (related income); retirement
Job ex. (personal factors)
blue collar- workers tend to buy more rugged work clothes (carhartt)
Economic situation
a person’s economic situation will affect his/her store and product choices; marketers watch trends in spending, personal income, savings, and interest rates
Lifestyle
people coming from same sub-culture, social class, and occupation may have quite different lifestyles; person’s pattern of living as expressed in his or her psychographics; measuring A-I-O dimensions
A-I-O dimensions
activities- work, hobbies, family, recreation; interest- food, fashion, family, recreation; opinions- about themselves, social issues, business, products
Psychological Factors
motivation, perception, learning, beliefs and attitudes
motivation (psychological factor)
motive or drive is a need that is sufficiently pressing to direct the person to seek satisfaction; psychologists have developed theories of human motivation
Perception
process by which people select, organize, interpret information to form meaningful picture of the world
Selective attention (perception)
tendency for people to screen out most of information to which they are exposed
Selective distortion
tendency 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 brand they favor and forget good points made about competing brands
Learning, beliefs and attitudes (psychological behavior)
learning- changes in an individual’s behavior arising form experience; belief- descriptive thought that person holds about something, maybe be based on real knowledge, opinion, faith and may or may not carry emotional charge; attitude- person’s consistently favorable or unfavorable evaluations, feelings, tendencies toward an object or idea
Buying behavior matrix
belief (perceived difference among brands) vs motivation (level of buyer involvement)
Engel-Kollat-Blackwell CB model (consumer behavior)
need recognition -> information search -> evaluation of alternatives -> purchase decisions -> post purchase behavior
ROPO
research online, purchase offline (web-rooming) research offline, purchase online (show rooming)
