midsem new Flashcards
Consumer Behaviour
Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products/ideas/experiences to satisfy needs and desires.
The 3 phases of the Consumer Behaviour process are pre-consumption, consumption, and post-consumption.
Segmentation
Market segmentation is the process of dividing a market into distinct subsets of consumer who have common needs. By segmenting the market, we can target with distinct marketing strategies.
It is used to expand a market, or enter a new one, by more effectively satisfying the specific needs or wants of particular consumers.
Learning
Learning is a permanent change in behaviour caused by experience. It is an ongoing process. It can be either simple association (logo recognition) or complex recognition activity (writing an essay)
Memory
Memory is the process of acquiring and storing information over time so that it will be available when needed.
• Sensory memory: very temporary storage of information we receive from our senses.
• Short-term memory: limited period of time and limited capacity. Working memory.
• Long-term memory: can retain information for a long period of time.
Personality
Personality is a person’s unique psychological make-up and it constantly influences the way a person responds to their environment.
Motivation
the process that leads people to behave as they do. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. It occurs when a need arises that a consumer wishes to satisfy.
Value
a belief that some condition is preferable to its opposite.
Core value
general set of values that uniquely define a culture.
Value system
a culture’s unique set of rankings of the relative importance of universal values.
Sensation
immediate response of our sensory receptors to basic stimuli such as light, colour, odours and textures.
• When walking into a restaurant and smelling the scent of steaks, the sensation is the scent receptors detecting the odour of steaks.
Perception
the process of selecting, organising, and interpreting information to make sense of it. The study of perception focuses on what we add to raw sensations to give them meaning.
• You could think the smell is very good and that it is one of the best steaks you’ve smelled.
Cognitive Learning
Learning approach that acknowledges people as problem-solvers who actively use information from the world around them to use it to take action.
• Marketers can reinforce or punish consumers indirectly by showing them what happens to desirable model who do or do not use their products.
• Instructional scaffolding, maturation approach, observational learning.
Cognitive Dissonance
A state of tension occurs when beliefs or behaviours conflict with one another (also known as buyer’s remorse).
Marketer need to be aware of potential conflicts with the product or brand and the expectations that may affect the consumer’s buying decisions.
Cognitive Dissonance Reduction
process by which people are motivated to reduce tension between beliefs or behaviours and thus eliminate tension (e.g., you don’t like your new arm tattoo, so you wear long-sleeve shirts).
Brand Personality
set of traits people attribute to a product as if it were a person. A brand personality is a statement about how the brand is positioned and understanding this is crucial to any marketing strategy.
Brand equity
extent to which a consumer holds strong, favourable and unique associations with a brand in memory.
Maslow’s Hierarchy of Needs
Hierarchy made up of biogenic and psychogenic needs, the order of development is fixed.
In order to reach to a higher need in the pyramid, you have to satisfy the needs before them.
Physiological safety belongingness ego needs self-actualisation.
It is one of the most influential theories for motivation in marketing.
Motivation
the process that leads people to behave as they do. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. It occurs when a need arises that a consumer wishes to satisfy.
Value
a belief that some condition is preferable to its opposite.
cultural beliefs are taight by socialisation agents (e.g., parents, friends, teachers).
Self concept
The beliefs a person holds about their own attributes and how they evaluate these qualities (e.g., I’m short, I’m trustworthy, I’m funny). It is a work in progress, and each of us modify some elements of it as we make our way through life.
Dimensions of the attributes of self-concept: content, positivity, intensity, stability, accuracy.
Concept of Self
Self is how a person organised thoughts, feelings, identities and motives influenced by self-reflection and their personal view of their characteristics.
• Bodily or material self: influenced by our biological needs.
• Relational self: emerges through our social and cultural interactions which shape our collective identities, shared values and cultural orientations.
• Reflective self: view of the self as an active agent that has the capacity to objectively examine, judge and sometimes regulate or revise our selves.
