Lesson 2 Flashcards
Culture
set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions
4 factors affecting consumer behavior
From macro to micro
- Cultural
- Social
- Personal
- Psychological
- > Buyer
Subcultures
group of ppl within a culture with shared value systems based on common life experiences and situations
e.g EHL
Social classes
society’s relatively permanent and ordered divisions whose members share similar values, interests, behaviors.
E.g. upper class, middle class, working class, lower class (US)
- occupation, income, education, wealth, other variables
- Cultural Factors
influenced by a group
- culture
- subculture
- social classes
Groups
- Membership Groups: direct influence and to which a person belongs
- Reference Groups: form a comparison or reference in forming attitudes or behavior
- Aspirational Groups: an individual wishes to belong to
Social Networks
- Online social networks, Buzz marketing, Social media sites, Virtual worlds, Word of mouth, Opinion leaders.
Family
most important consumer-buying organization in society
-> REAL influencer
Role and status
can be defined by a person’s position in a group
- Social Factors
- Groups
- Social Networks
- Family
- Role and status
Age and life-cycle stage
heavily impact consumer behavior
Occupation
affects the goods and services bought by consumers
Economic situation
determined by trends in Spending, Personal income, savings, interest rates
- e.g. home-buying
Lifestyle
- a person’s pattern of living as expressed in his or her psychographics
- AIO: activities, interests, opinions.
What you do affects your buying patterns.
Personality, self concept
- What makes us different?
- refer to unique psychological characteristics that distinguish a person or group.
- Personal Factors
- Age, life-cycle stage
- Occupation
- Economic Situation
- Lifestyle
- Personality, self concept
Brands have personalities
eg. Sincerity, Excitement, Competence, Sophistication, Ruggedness
Loyalty
Consumer Personality = Brand Personality
Psychological
- Motivation
- Perception
- Learning
- Beliefs and attitudes
Perception
process people select, organize, and interpret info to form a meaningful picture of the world,
- selective attention: tend to see wha the want to see, not see what we don’t want to see.
- selective distortion: work best for us, kinda illusional, support info we already believe.
- selective retention: rmb good memories of the brand they favor, forget art others
Learning
change in an individual’s behavior arising from experience and occurs through the interplay of drives, stimuli, cues, responses and reinforcement
Beliefs and attitudes
- Belief: a descriptive thought that
Beliefs and attitudes
- Belief: a descriptive thought that a person has about sth based on knowledge, opinion and faith
- Attitude: person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea
(1) Need recognition
1st stage
- consumer recognizes a problem or need
- triggered by internal/external stimuli
(2) Info search
2nd stage
- consumer is motivated to search for more info
- E.g, personal, commercial, public, experimental sources
(3) Evaluation of alternatives
consumer uses info to evaluate alt brands in the choice set
(4) Purchase decision
the buyer’s decision about which brand to purchase.
- The purchase intention may not be the purchase
Moments of Truth
- customer comes into contact with any aspect of the organization and gets an impression of the quality of service
ZMOT
Zero moment of truth
ZMOT
Zero moment of truth
4 types of buying behavior
High involvement - Low involvement
Significant differences between brands - Few differences between brands
4 types of buying behavior
High involvement - Low involvement Significant differences between brands - Few differences between brands 1. Complex buying behavior 2. Variety-seeking buying behavior 3. Dissonance-reducing buying behavior 4. Habitual buying behavior
Complex buying behavior
High involvement - Significant differences between brands
Variety-seeking buying behavior
Low involvement - Significant differences between brands
Dissonance-reducing buying behavior
High involvement - Few differences between brands
Habitual buying behavior
Low involvement - Few differences between brands
Adoption process
mental process
- individual goes through from first learning about the innovation to final regular use
The Buyer Decision Process for New Products
time of adoption of innovation
% share of all adopters
Innovators (2.5%) -> Early adapters (13.5%) -> Early mainstream (34%) -> Late mainstream (34%) -> Lagging adopters (16%)
Influence of Product Characteristics on Rate of Adoption
- Relative advantage
- Compatibility
- Complexity
- Divisibility
- Communicability
