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Consumer Behavior > Final exam > Flashcards

Final exam Flashcards

1
Q

4 types of fashion consumers

A

Conspicuous consumer
Information seekers
Sensation seekers
Utilitarian consumer

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2
Q

Conspicuous consumer

A

19%

Love prestige brands, marketing should focus on status

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3
Q

Information seekers

A

27%

Want luxury brands, but take the time to research what is in fashion. Marketing should focus on quality and trends

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4
Q

Sensation seekers

A

30%
They think they have an eye for fashion and they like to think for themselves, marketing should be focused on eye catching fashion

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5
Q

Utilitarian consumers

A

25%

They are price conscious and don’t really care about fashion. Marketing should focus on function and value

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6
Q

What is self concept?

A

The attitudes you hold about yourself

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7
Q

Actual self-concept is…

A

Who I am now

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8
Q

Ideal self concept is…

A

Who I would like to be

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9
Q

Private self concept is…

A

How I am by myself

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10
Q

Social self concept

A

How I am seen by others

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11
Q

What are the independent self concepts?

A

Personal goals
Characteristics
Achievements
Desires

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12
Q

The interdependent self concept

A

Emphasizes family
Cultural
Professional
Social relationships

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13
Q

Who developed the theory called extended self?

A

Belk

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14
Q

Extended self define

A

Consists of self plus posessions

People define themselves in terms of their possessions (animals)

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15
Q

Another word for lifestyle

A

Psychographics

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16
Q

What all does physcographics include?

A 
Attitudes
Value
Activities and interests
Demographics
Media patterns
Usage rates
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17
Q

Porsche luxury segmentation (5)

A 
Top guns
Elitists
Proud patrons
Bon vivants
Fantasists
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18
Q

Top guns characteristics

A

Values power and control and wants to be noticed

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19
Q

Elitist characteristics

A

Old money doesn’t see car as an extension of themselves

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20
Q

Proud patrons characteristics

A

Buys a car for themselves not to impress. It is a reward for their hard work

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21
Q

Bon vivants characteristics

A

See cars as enhancing their exciting life

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22
Q

Fantasists characteristics

A

Uses their car as an escape, they feel guilty for owning a nice car

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23
Q

Technology segments (4)

A

Wizards
Journeymen
Apprentices
Novices

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24
Q

Wizards define

A

Think technology is life, young students, (31%)

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25
Q

Journeymen

A

Technology is an important part of my life. Established adults (13%)

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26
Q

Apprentices

A

Technology is changing my life (31%)

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27
Q

Novices

A

Technology has limited impact on my life. Grandparents (25%)

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28
Q

“They are” ideals, achievement, and self expression

A

Info seekers, goal oriented, spontaneous

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29
Q

“They make” ideals, achievement, and self expression

A

Choices on principles, choices to enhance position, choices to have emotional impact

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30
Q

“They buy” ideals, achievement, and self expression

A

Reliability, success symbols, experiences

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31
Q

“They ask” ideals, achievement, and self expression

A

What should I do?, what are other like me doing?, what do I feel like doing?

32
Q

What did strategy business insight discover

A

VALS SYSTEM

33
Q

Who discovered PRIZM

A

Nielsen

34
Q

(PRIZM) geo lifestyle analysis

A

Groups are based on urbanacity which is determined by
Population density
Where people live
And lifestyles people lead

35
Q

(PRIZM) social groups

A

Urban
Suburban
Second city
Town and rural

36
Q

Lifestage groups (PRIZM)

A

You get years
Family life
Mature years

37
Q

PRIZM segments (6)

A 
Young digerati
Blue blood estates
Big fish, small pond
Pools and patios
Young and rustic
Golden ponds
38
Q

Young digerati

A

Live Urban
Young
Drive Audi A3

39
Q

Blue blood estates

A

Family
Suburban
Drive Audi A8

40
Q

Big fish, small pond

A

Mature
Town
Cadillac DTS

41
Q

Pools and patios

A

Mature
Suburban
Subaru Forester

42
Q

Young and rustic

A

Young
Town
Dodge Ram

43
Q

Golden ponds

A

Mature
Town
Mercury

44
Q

International lifestyle facts

A

PRIZM is only used in US
VALS is used in Japan and U.K
roper starchworlswide surveyed the world
Majority of strivers (33%) are found in Asia

45
Q

The nature of situational influences

A

Communication situation
(Depends on what program to advertise through)
Purchase situation
(Effect of other people on individuals shopping behavior)
Usage situation
(Ability to expand beyond additional uses for a given product)
Disposition situation
(Factors contributing to recycling behavior)

46
Q

Characteristics of situations (5)

A 
Physical surroundings
Social surroundings
Temporal perspectives
Task definition
Antecedent states
47
Q

Moods vs. momentary conditions

A

Moods: temporary states of depression or excitement

Momentary conditions: such things as being tired, or ill

48
Q

Store atmosphere define

A

Sum of all physical features of a retail environment

49
Q

Atmospherics define

A

What managers use to manipulate the physical retail enviroment

50
Q

Servicescape is the same as

A

Atmosphere in a service business

51
Q

Situational influence and marketing strategies (5 steps)

A 
Observe
Survey consumers
Contract a person situation matrix
Evaluate each cell
Implement a marketing strategy
52
Q

Purchase involvement define

A

The amount of involvement you have in a purchase that is not for you (ex buying a toy for your dog)

53
Q

Product involvement

A

A purchase related directly to you

54
Q

What’re the three types of decision making?

A

Nominal
Limited
Extended

55
Q

Nominal decision making…

A

Habitual decision making
Very low involvement with the product
Brand loyal decisions (always loyal to dove)
Repeat purchases (think ketchup is the same for all brands)

56
Q

Post purchase decisions for nominal

A

No dissonance

Very limited evaluation

57
Q

Limited decision making

A

Involves recognizing a problem and using few alternatives to solve
(Purchasing a new brand because they are bored with the other)

58
Q

Post purchase situation with limited decision making

A

No dissonance

Limited evaluation unless something went wrong

59
Q

Extended decision making

A

High purchase involvement

Highly emotional decision (see parents or visit friends)

60
Q

Problem recognition

A

Desired state- actual state

61
Q

It is the consumers perception of actual state that drives problem recognition not some objective reality

A

Just know

62
Q

The desire to resolve recognized problems depends on…. (2)

A

Magnitude of the discrepancy between desire and actual states
(My gas is almost out I need more)

Relative importance of the problem
(I don’t have money for coffee cuz I’m using it to pay for school)

63
Q

Types of consumer problems (2)

A

Active (consumer is aware of it)

Inactive (consumer is unaware and sales reps have to convince them hey have a problem)

64
Q

Non marketing factors affecting problem recognition (desired state)

A

Social status
Financial
Motives
Reference group

65
Q

Non marketing factors defections problem recognition (actual state)

A

Nominal depletion (tired of pretzels)
Availability of product
Government consumer groups

66
Q

What 4 non marketing factors fall into desired and actual state?

A

Emotions
Situations
Previous decisions
Individual development

67
Q

Marketing managers 4 concerns relating to problem recognition

A

Consumer problems
Solve consumer problems
Help consumers recognize problems
Suppress problem recognition

68
Q

Discovering consumer problems

A

Intuition
Using social media
Market research

69
Q

Discovering consumer problems through marketing research (5)

A

Activity analysis
Asks consumers what problems they encounter during an activity (green hair swimming)
Product analysis
Problem analysis (ask about problems people are facing then connect the solution to your product
Human factors research
(Human weaknesses are found, solutions are presented(lawn mower))
Emotion research
Scare the consumers (ex if you smoke you die)

70
Q

Responding to consumer problems

A

Develop a new product
Modify channels of distribution (Walmart 2 day shipping)
Change pricing policy
Revising advertising strategy

71
Q

Helping consumers recognize problems

A

Selective problem recognition
Generic problem recognition
Activating problem recognition
Timing of problem recognition

72
Q

Selective problem recognition

A

Involves a problem that o my one brand can solve

73
Q

Generic problem recognition (problem all brands can solve)

A

It is early in the product lifestyle
Firm has a high percentage of market
External search is limited
It is s industrywide effort

74
Q

Approaches to activating problem recognition

A

Problem recognition is a function of the importance and magnitude of a discrepancy

Firm can influence the desired state
Influence perceptions of existing state

75
Q

The nature of situational influence

A

Communication
Purchase
Usage
Disposition

76
Q

Situational characteristics (5)

A 
Physical surroundings
Social surroundings
Temporal perspectives
Task definition
Antecedent state
77
Q

How to respond to consumer problems

A

Developers a new product
Modify channels of distribution
Change pricing
Revise advertising

Consumer Behavior (3 decks)

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