Unit 3- Consumer Behavior Flashcards
what can companies analyze?
the environment
buyer response
(buyers black box)
what is consumer behavior?
process consumer use to select, purchase, use and dispose of goods, services, ideas, or experiences to satisfy needs and wants
what is the level of involvement in an extended problem solving? (buying a house)
High (important decision)
what is the perceived risk in an extended problem solving?
High (expensive, complex product)
what is the information processing of an extended problem solving?
careful processing of information
what are the needed marketing actions for extended problem solving?
need to provide info via ads, brouchers, salespeople, and educate
what is the level of involvement in a routine/habitual decision making?
its low (unimportant decision)
what is the perceived risk of routine/habitual decision
low (simple-low cost product)
what is the information processing for routine/habitual decision making?
response to environmental cues (store signage or displays)
what are the needed marketing actions for routine/habitual decision making?
need environmental cues at the POS (point of sale)
where does a decision making process start with?
need of recognition
what is the need of recognition?
internal stimuli
external stimuli
what is the second step of decision making process?
product info (info search) seeking value
For searching product information..
you can use an internal search(previous experiences) or external search (personal, public, FF)
What is the 3rd step of decision making process
product evaluation
what is product evaluation
narrow choices & compare pros/cons
evaluate criteria and product characteristics
what is the 4th step of decision making process
product choice
what is product choice?
decisions
where to buy
when to buy
do not buy
what is heuristics
rules of thumbs for a speedy decision such as price equals quality
county of origin
brand loyalty
what is the 5th step in decision making process?
postpurchase evaluation
what is postpurchase evaluation
consumer satisfaction/dissatisfaction after purchase of product
what are the roles in consumer process?
initiator, influencer, decider, buyer, user
what is initiator>
person first suggest the idea of buying product or service
who is the influencer?
person whose advise influences the decision
who is the decider
person who decides on any component of a buying decision
wherether to buy, what to buy, how to buy, or where to buy
who is the buyer?
person who makes actual purchase
who is the user
the person who uses the product or service
what factors influence the consumers behavior?
situation factors
societal factors
personal factors
psychological factors
what are the situational factors
atmospherics social situation time reason mood
what are the personal factors
personality self concept
gender age
lifestyle
what are the psychological factors
motivation
perception
learning
attitude
what are the societal factors
culture subcultures
social class
reference group
family
how internet is affecting the traditional process
ZMOT (zero moment of truth)
what is the ZMOT
you can use the internet to check the reviews of the product, by searching the product online
what are the physcial environment (atomospherics)
decor, fixtures,
section adjacencies,
signage, smell
overall ambiance
what is the 6th step of a decision making process?
Disposal
what is the family decision making process (Consumer Behavior)
information gatherers
influencers
decision makers
purchasers
what is evaluative criteria
product characteristics consumers use to compare competing alternatives
objective attributes of a brand
subjective factors
what are the consumer situational factors
store location physical factors crowding social situation time mood reason for purchase
what are some examples of the atmospherics
store layout, music played, lighting, temperature, smell
what are the consumer social situation
need to impress, obligation, expected behavior = compelled purchase
(circumstances in which consumers may find themselves)
whats the consumer time situation
the right product at the right time in the right place
how do companies use different measures to get buyers in the shopping mood
introduce mid priced brands
study customers loyalty cards
what is selective attention
filters out irrelevant information
what is selective retention
forgetting information that contradicts beliefs
what is selective distortion
misrepresentation of intended message
what is shock advertising
surprising stimuli that can increase retention
what is subliminal advertisting
stealthily embedded messages in the media
what are reference groups
groups a consumer identifies with and may want to join
movie idols and professional athletes
what are opinion leaders
people with expertise in certain areas
trusted publicly known figures
whats the family influence on buying behavior
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)
what is routine response behavior
consumers make low involvement decisions, make automatic purchase decisions based on limited information or information they have gathered in the past
