Final Flashcards
1
Q
Consumer Behavior
A
“Consumer behavior is made up of the process involved in the search, selection, purchase, and use of products, services, and experiences that fulfill consumers’ needs or desires.”
2
Q
What do people believe?
A
morals, values, ethical standings, truth, etc.
3
Q
How do people think?
A
- Process information (learning)
- Change current beliefs and understandings
4
Q
Why do people behave?
A
- Manifestation of beliefs and thoughts
- Belief and thought process
5
Q
What is motivation?
A
- “Motives can be thought of as the reasons that people behave the way they do.”
- A force or factor (either intrinsic or external) that attempts to meet needs and wants.
6
Q
Participant Motivation
A
- Over 100 identified motives for participating in sport
- 3 groups/categories:
- Achievement Motivation
- Social Motivation
- Mastery Motivation
7
Q
Spectator Motivation
A
- Diversion
- Distraction from a course or activity
- “Escape from life”
- Eustress
- Positive levels of arousal
- Excitment and simulation
- Economic Gain
- Growing motive
8
Q
Perception
A
- “The process by which a person selects, organizes, and interprets stimuli to create a meaningful picture of the world.”
- Perception is dependent on the characteristics of “thing” perceived (stimulus factor) and the characteristics of the perceiver (individual factor).
9
Q
Attitudes
A
“Can be an expression of inner feelings that reflect like or dislike for something.”
10
Q
3 Components of attitude formation
A
- Cognitive component (beliefs)
-Indiana basketball is competitive, high
class, and fundamentally sounded - Affective component (feelings)
-Watching Indiana basketball makes me
feel a part of the University and happy - Behavioral component (experiences)
-I wear my candy-stripped pants and buy
tickets to the game
11
Q
Market Segmentation
A
- “Marketing segmentation is the process of dividing a large, heterogenous market into more homogenous groups of people, who have similar wants, needs, or demographic profiles…”
- Goal: provide 5 P’s in the best possible way
12
Q
Demographics
A
- one of four bases of segmentation
- age, gender, race and ethnicity, income, education, geography, sexual orientation
13
Q
Psychographics
A
- one of four bases of segmentation
- groups consumers by lifestyles and buying psychology
- activities, interests, opinions, attitudes, values, perception
14
Q
Product Benefit
A
- one of the four bases of segmentation
- closely related to psychographic segmentation
- benefits: affiliation, achievement, status, health
15
Q
Product Usage
A
- one of the four bases of segmentation
- level of consumption
- 80-20 rules: 80% of market consumption comes from 20% of the consumer
- elevator and escalator concepts
