Quiz 2 Flashcards
Consumer Lifestyles:
- hobbies
- education
- values
- beliefs
- family life cycle
Referent Groups:
- share some values
- recognize interdependency
- assume specific roles
- communicate mutual expectations
- provide some reward or punishment
Influence depends on whether the product is ___________ and whether the product is ______________ .
luxury or necessity, used in private or public
Bourne’s 4 Combinations:
- Publicly consumed luxuries
- Privately consumed luxuries
- Publicly consumed necessities
- Privately consumed necessities
Publicly consumed luxuries
great influence on product and brand
Privately consumed luxuries
strong influence for product/weak for brand
Publicly consumed necessities
absence for product/strong for brand
Privately consumed necessities
no influence from group
3 Forms of Group Influence:
- Informational - a person’s expertise
- Normative - desire to conform to someone’s expectations
- Identificational - emulates the behavior of another
Informational
professional advisor, product enthusiasts, market mavens
Normative
parents and family, friends and peers, regulatory bodies, work organizations
Indetificational
personal acquaintances, cultural heroes, social archetype groups
Opinion Leaders Are:
- trustworthy
- have high product involvement
- recognized as a leader
- socially integrated
- more exposed to a variety of media
- hold leadership and formal positions in social and community organizations
Innovators:
- innovators (2.5% don’t have social influence)
- early adopters (13.5% opinion leaders)
- early majority (34%)
- late majority (34%)
- laggards (16%)
What are Innovators?
- risk takers
- variety seekers
- high product involvement
- less well integrated with society
- more individualistic and independent thinkers
- upper socioeconomic status
Red:
aggressive, action, confidence
Blue:
truth, comforting, youth, peace
Orange:
changing, moving, endurance
Yellow:
future, inspiring, wisdom, joy
Green:
life, nature, money, well being
Purple:
royal, prestigious, elegant
Pink:
femininity, beauty
White:
purity, cleanliness
Black:
sophisticated
Shopper Motives:
- browsing (no intent to purchase)
- bargain hunting
- socialization (meet people)
- seeking status (employees attending to you)
- self gratification (rewarding one’s self by spending)
- market learning (acquire information about products)
- acquisition (to specifically buy something)
What is the orientation of acquisition shoppers?
product quality, economic, convenience, experience
Factors affecting browsing and unplanned purchases:
- consumer factors
- situational factors
- store factors
Consumer Factors:
- familiarity with store
- customer mood
- LIKELY TO BUY LESS
Situational Factors:
- time pressure
- shopping companion
- LIKELY TO BUY LESS
Store Factors:
- special promotions
- atmospherics
- BETTER ATMOSPHERE MORE YOU BUY
Store Choice:
- convenience
- customer service
- atmospherics
- store image/personality
- merchandise quality
- assortment
- store brands
- price value
- ease of selection
- personalization
- store problem resolution
Decision Confirmation
reaffirm to yourself
Experience Evaluation
low vs. high involvement
Satisfaction or Dissatification
positive or negative feeling
Future Response
exit, voice, loyalty
Complaints
19% of dissatisfied customers complain
Elements of Culture:
- values
- norms
- rituals
- customs
- myths
- knowledge/science/technology
values -
what in life is worthy of pursuit
norms -
unwritten rules of behavior
customs -
are ways of doing things (clothing)
rituals -
a set of activities performed
myths -
express some value
knowledge/science/technology -
the basis of belief on which we base our actions
Culture is……
- learned
- adaptive
- environmental
- hierarchial
- efficient
- regulating society
What are core American values?
- individualism
- freedom
- merit/accomplishment/competitiveness
- materialism
- change/progress
- belief in equality of opportunity
Habit:
a recurrent, often unconscious pattern of behavior
Chunking:
breaking up a phone number
Mental Activity
as we practice our habits over and over again our mental activity decreases
Cue:
visual trigger, certain place, time of day, certain people, smell, sound, or sequence of thoughts
Routine:
the physical, mental or emotional actions taken by a person, whether simple or very complex
Reward:
physical sensation, emotional payoff, or mental state
