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Marketing final > Unit 3- Consumer Behavior > Flashcards

Unit 3- Consumer Behavior Flashcards

0
Q

what can companies analyze?

A

the environment
buyer response
(buyers black box)

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1
Q

what is consumer behavior?

A

process consumer use to select, purchase, use and dispose of goods, services, ideas, or experiences to satisfy needs and wants

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2
Q

what is the level of involvement in an extended problem solving? (buying a house)

A

High (important decision)

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3
Q

what is the perceived risk in an extended problem solving?

A

High (expensive, complex product)

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4
Q

what is the information processing of an extended problem solving?

A

careful processing of information

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5
Q

what are the needed marketing actions for extended problem solving?

A

need to provide info via ads, brouchers, salespeople, and educate

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6
Q

what is the level of involvement in a routine/habitual decision making?

A

its low (unimportant decision)

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7
Q

what is the perceived risk of routine/habitual decision

A

low (simple-low cost product)

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8
Q

what is the information processing for routine/habitual decision making?

A

response to environmental cues (store signage or displays)

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9
Q

what are the needed marketing actions for routine/habitual decision making?

A

need environmental cues at the POS (point of sale)

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10
Q

where does a decision making process start with?

A

need of recognition

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11
Q

what is the need of recognition?

A

internal stimuli

external stimuli

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12
Q

what is the second step of decision making process?

A 
product info (info search) 
seeking value
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13
Q

For searching product information..

A

you can use an internal search(previous experiences) or external search (personal, public, FF)

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14
Q

What is the 3rd step of decision making process

A

product evaluation

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15
Q

what is product evaluation

A

narrow choices & compare pros/cons

evaluate criteria and product characteristics

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16
Q

what is the 4th step of decision making process

A

product choice

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17
Q

what is product choice?

A

decisions
where to buy
when to buy
do not buy

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18
Q

what is heuristics

A

rules of thumbs for a speedy decision such as price equals quality
county of origin
brand loyalty

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19
Q

what is the 5th step in decision making process?

A

postpurchase evaluation

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20
Q

what is postpurchase evaluation

A

consumer satisfaction/dissatisfaction after purchase of product

21
Q

what are the roles in consumer process?

A

initiator, influencer, decider, buyer, user

22
Q

what is initiator>

A

person first suggest the idea of buying product or service

23
Q

who is the influencer?

A

person whose advise influences the decision

24
Q

who is the decider

A

person who decides on any component of a buying decision

wherether to buy, what to buy, how to buy, or where to buy

25
Q

who is the buyer?

A

person who makes actual purchase

26
Q

who is the user

A

the person who uses the product or service

27
Q

what factors influence the consumers behavior?

A

situation factors
societal factors
personal factors
psychological factors

28
Q

what are the situational factors

A 
atmospherics
social situation
time
reason
mood
29
Q

what are the personal factors

A

personality self concept
gender age
lifestyle

30
Q

what are the psychological factors

A

motivation
perception
learning
attitude

31
Q

what are the societal factors

A

culture subcultures
social class
reference group
family

32
Q

how internet is affecting the traditional process

A

ZMOT (zero moment of truth)

33
Q

what is the ZMOT

A

you can use the internet to check the reviews of the product, by searching the product online

34
Q

what are the physcial environment (atomospherics)

A

decor, fixtures,
section adjacencies,
signage, smell
overall ambiance

35
Q

what is the 6th step of a decision making process?

A

Disposal

36
Q

what is the family decision making process (Consumer Behavior)

A

information gatherers
influencers
decision makers
purchasers

37
Q

what is evaluative criteria

A

product characteristics consumers use to compare competing alternatives
objective attributes of a brand
subjective factors

38
Q

what are the consumer situational factors

A 
store location
physical factors
crowding
social situation
time 
mood
reason for purchase
39
Q

what are some examples of the atmospherics

A

store layout, music played, lighting, temperature, smell

40
Q

what are the consumer social situation

A

need to impress, obligation, expected behavior = compelled purchase

(circumstances in which consumers may find themselves)

41
Q

whats the consumer time situation

A

the right product at the right time in the right place

42
Q

how do companies use different measures to get buyers in the shopping mood

A

introduce mid priced brands

study customers loyalty cards

43
Q

what is selective attention

A

filters out irrelevant information

44
Q

what is selective retention

A

forgetting information that contradicts beliefs

45
Q

what is selective distortion

A

misrepresentation of intended message

46
Q

what is shock advertising

A

surprising stimuli that can increase retention

47
Q

what is subliminal advertisting

A

stealthily embedded messages in the media

48
Q

what are reference groups

A

groups a consumer identifies with and may want to join

movie idols and professional athletes

49
Q

what are opinion leaders

A

people with expertise in certain areas

trusted publicly known figures

50
Q

whats the family influence on buying behavior

A

family (big determinant in buying behavior, children follow their parents behavior)
children (influence household purchases, nag their parents for certain products)
risk (advertising to children, may alienate parents)

51
Q

what is routine response behavior

A

consumers make low involvement decisions, make automatic purchase decisions based on limited information or information they have gathered in the past

Marketing final (17 decks)

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