consumer behavior Flashcards
Why do people buy some products and not others
Consumers have different motivations for their behaviors.
Why marketers care about motivations and behaviors
Understanding them is crucial to being able to predict/influence these behaviors
How to learn about consumer behavior (2)
Questioning
-qualitative methods
focus group, in depth interviews, quantitative methods
surveys
AND
Observation
-direct observation
-field experiments
What is a focus group
very popular in classical marketing research
-rationale= in-depth probing, unstructured discussion, ability to observe dynamics
-format= 8-10 carefully chosen individuals, 1-2 moderators, 1hr long, incentives
-common uses= products, product concepts, ad copy, script for further studies, questionnaire design.
what is direct Observation
watch how customers interact with your products/services
What are the approaches of direct observation
hidden observer
-how long are the lines
-What are people looking at
-how easy is it to find product
Lab-based observed product usage
-in-person experiences
-online user testing
-biometrics
What is biometric data
look at emotions and arousal and attention
What is a benefit of biometric data
dont rely on self report
What is the consumer decision process funel
awareness, interest, desire, action
What is the more detailed consumer decision process
Need recognition
Information search
evaluation
purchase decision
Post purchase behavior
What is the purchasing funnel lacking
emphasis on sales/closure, not customer experience
fail to capture all touch points
no feedback loop
-monologue not dialogue
purchasing is not the finish line
Info search & evaluation INTERNAL
Scan memory for past experiences
Info search & evaluation External
Personal sources (friends)
Public sources (public rating platforms)
Market dominated sources (advertising, websites)
Post-purchase behaviour, what is the main driver of repeat business and positive word of mouth
satisfaction
What results to disappointment
performance < expectations
What result to satisfaction
Performance>= expectations
Post purchase outcome
+ customer satisfaction
- postpurchase dissonance
+customer loyalty
+ or - word of mouth
Example of low consumer involvement
paper toilet
Example of high level of consumer involvement
plane ticket
What are the 3 types of problem solving
extended (high consumer involvement)
several
routine (low customer involvement)
What are the characteristics of the consumer purchase decision process
brands examined
#sellers considered
#product evaluated
#external info&sources used
#time spent searching
What is motivation
Motivation is the psychological process that initiates, guides,
and maintains goal-oriented behaviors
How do marketers promote motivation to purchase?
by highlighting unmet needs that their product can fulfill
What is the pyramid of needs
physiological needs
safety needs
social needs
personal needs
self actualization needs
What are the 3 words linked to motivation
exposure, attention, perception
What are the marketing mix influences
4 ps
What are the socio-cultural influences
Personal influence
reference groups
family
culture/subculture
What are the psychological influences
motivation/personality
perception
learning
values,beliefs
lifestyle
Consumer purchase decision process
problem recognition ->
information search ->
alternative evaluation ->
purchase decision ->
post purchase behavior
What is word of mouth
Word-of-mouth recommendations from trusted
sources (e.g., friends) are much more influential
than advertisements
What is viral marketing
viral marketing aims to generate a lot of word of
mouth online, so that people spread key messages
about a given produc
What is conformity
doing the same as others; ‘monkey see,
monkey do
What is informational influence
other people as a source of
information
definition of cognitive shortcut
often easier to do what others do
than to fully investigate all options
What are the the sources (socio-cultural influence)
culture
family
reference group -TikTok (social group you’re actively involved in)
opinion leader -doctor
formal leader - president
aspirational group -influencers aspire to be a part of
Explain the role of motivation, attention, and perception in
consumer behavior
Motivation makes the consumer receptive to solutions.
Attention determines whether your brand or product even gets noticed.
Perception shapes how your message is understood and whether it aligns with the consumer’s needs or beliefs.
