marketing ch.5 Flashcards
purchase decision process
(1) problem recognition
(2) information search
(3) alternative evaluation
(4) purchase decision
(5) post purchase behavior
internal search
scan memory
external search
personal sources, public sources, marketer dominated sources
evaluative criteria
objective attributes of a brand and subjective(like prestige)
consideration set
group of brands considered
cognitive dissonance
feeling of post purchase tension- should i have bought or not?!
involvment
peronal/social/economic significance of the purchase. causes people to skip/minimize steps
extended problem solving
exists in high involvment
limited problem solving
little time/effort to spend
routine problem solving
low price, routinely/frequently purchased
involvement and marketing strategy
low involvment products- leading brands foucs on maintaining quality, reinforcing decision
competitors- break buying habits with free samples/coupons (should had a v8)
five situational influences
purchase task, social surroundings, physical surroundings, temporal effects, antecedent states
purchase task
reason for buying
temporal effects
time of day, amount availible
antecedent states
moods
self-concept
the way people see themselves/ expect people to see them
selective pereception
filter of exposure/comprehension/retention. People pay attention to what’s consistent with attitude/beliefs. Ignore those that aren’t.
You see mcdonalds ads more when you are hungry
Selective Comprehension
interpreting info, so that it is consistent with attitudes/beliefs
Subliminal perception
see or hear messages without being aware of them
Perceived Risk
- anxiety felt because consumer cant anticipate outcomes of a purchase but believes there are negative ones.
strategies to reduce precieved risk
Obtaining seals of approval Securing endorsements Providing free trials Giving extensive usage instructions Providing guarantees/warranties
Behavioral learning-
developing automatic responses due to repetition
Cognitive Learning
learning through thinking, reasoning, problem solving
Brand Loyalty
favorable attitude towards a brand.
lifestyle
mode of living, how spend time/resources
Ideal motivated groups
motivate by ideals, guided by knowledge/principle
Thinkers- mature/reflective well educated
Believers - fewer resources, conservative
Achievement motivated groups
motivated by achievement look for what’s successful
□ Achievers- busy, goal oriented, career, family □ Strivers- trendy fun loving, less confident
Self-Expression motivated groups
physical activity, variety, risk
□ Experiencers- young, enthusiastic, impulsive. Want to look cool
□ Makers- express through working on things. Fixing car, raising kids, build.
High and low resource groups
□ Innovators- successful, sophisticated, confident
□ Survivors- meeting basic needs
Consumer Socialization
process through which consumers acquire skills/knowledge and attitudes
Family Life Cycle
from formation–>retirement family buying habits change
Family Decision Making-
spouse dominant vs. joint decision making. Some are more mother dominated, some more female dominated. Some joint
Social Class
homogenous divisions people fall into by sharing interests and behavior. Occupation and source of income (NOT AMOUNT OF INCOME)
Hispanic buying patterns
§ Brand conscious § American made products § Advertising=credible § Convenience is not important § Caffeine/low-fat/cholesterol not important
