Module 3: Consumer Behaviour Flashcards
action a person takes in purchasing and using products
consumer behaviour
understanding why and how customers buy and consume products
consumer behaviour
consumer behaviour is understanding the _____ and ________
purchasing decision process
post-purchase behaviour
5 stages of the purchase decision process
- problem recognition
- info search
- evaluation of alternatives
- purchase decision
- post-purchase behaviour
perception of an unmet need or problem to be solved
problem recognition
may include an internal/external search for info
info search
uses a consumer’s evaluative crieteria
evaluate alternatives
choice of product, where and when to buy
purchase decision
level of satisfaction comparison to expectations
post-purchase behaviour
marketing can activate consumer decision process by showing the ______ of competing/currently owned products
shortcomings
scanning memory for previous experiences with product/brand
internal search
sufficient for frequently purchased products
internal search
when past experience is insufficient, risk is high, and cost of gathering info is low
external search
3 primary sources of external info are:
- personal sources
- public sources
- marketer-dominated sources
the group of brands a consumer has become aware of through internal and external search process
evoked set
feeling of post-purchase anxiety
cognitive dissonance
occurs even if consumer is somewhat satisfied from their purchase
cognitive dissonance
expensive and have serious personal consequences
high-involvement purchases
in high-involvement purchases the _______ is more extensive
evaluation process
inexpensive and does not reflect on the consumer’s image
low involvement purchases
use of cognitive shortcuts like price, habit, brand familiarity to help make choice
low involvement purchases
3 problem-solving variations in consumer decision process
- routine problem solving
- limited problem solving
- extended problem solving
virtually a habit, little effort for seeking external info, used for low-priced, frequently purchased products
routine problem solving
use of moderate info seeking efforts, used when buyers have little time or effort
limited problem solving
each stage is used, considerable time and effort for searching external info and alternatives, used in high-involvement purchase situations
extended problem solving
5 situational influences that impact purchase decision process
- purchase task/reason
- social surroundings
- physical surroundings
- temporal effects
- antecedent states
helps marketers understand why and how consumers behave as they do
psychological influences on consumer behaviour
psychological influences on consumer behaviour include: (6)
motivation personality perception learning values beliefs attitudes
energizing force that stimulates behaviour to stratify a need
motivation
often reveled in a person’s self-concept
personality
process where individual selects, organizes and interprets info to create a picture
perception
filters the info so only some is understood, remembered or available to the conscious mind
selective perception
when ppl pay attention to messages that are consistent with their own beliefs
selective exposure and comprehension
when consumers don’t remember info they see/hear even minutes afterwards
selective retention
the anxiety felt cuz consumer can’t anticipate the outcome of a pruchase
perceived risk
perceived risk affects which stage
information stage
patterns of living are expressed in terms of AIO
activities, interests, and opinions
analysis of consumer lifestyle
psychographics
useful in segmenting and targeting consumers for new and existing products
psychodynamics
way for company to develop a company profile based on common AIOs
VALS program
evolve from consumer’s formal and informal relationships with other ppl
socio-cultural infleunces
socio-cultural influences include: (4)
personal influence
reference groups
family influences
local/global culture
being influenced by those we trust and whom we interact and discuss experiences with
personal influence
individuals who have social influences over others
opinion leadership
most powerful info source for consumers
word of mouth
reference groups influence a person’s (3)
attitude
values
behaviour
have a stronger influence when consumer is less experienced or confident
reference groups
allow marketers to get closer to consumers to better understand their needs and how they think
brand communities
brand communities can create
brand loyalty
family influences result from 3 sources:
consumer socialization
family life cycle
family decision making
process where ppl acquire skills, knowledge and attitudes to function as a consumer
consumer socialization
distinct phases a family progresses through from formation to retirement, each phase bringing different purchasing behaviours
family life cylce
r roles family members can play in the purchase process
info gatherer influencer decision maker purchaser user
set of values, ideas and attitudes that are learned/shared among members of a group
culture
subgroups within larger culture with unique values/ideas/attitudes
subcultures
study of similarities and differences among consumers in 2 or more nations/societies
cross-cultural analysis
developing automatic responses to situations built up through repeated exposure to it
behavioural learning
we learn from: (4)
drive, cues, response, reinforcement
occurs when response brought about by one stimulus is generalized to another stimulus
stimulus generalization
one’s ability to perceive differences among similar products
stimulus discrimination
making connections between 2 or more ideas or observing outcomes of other’s behaviours and adjusting yours accordingly
cognitive learning
favourable attitude toward a brand over time
brand loyalty
hard for marketers to influence cuz they are deeply rooted
values
marketers can change a consumer’s _____ about a product or brand
beliefs
