Week 10 Flashcards
What are antecedent states
- Situational factors
- Usage contexts
- Time pressure
- Mood
- Shopping orientation
How are consumers are affected?
Personal factors
What are situational effects on consumer behaviour?
- This can be behavioral or perceptual
- Specific occasions
- The way we feel at particular time affects what we buy or do
- Day reconstruction method
- Situational self image
What are the physical and social surroundings on consumer behaviour
Affects a consumers motives for product usage and product evaluation
What are temporal factor
- Economic time
- Time Factors
- Psychological time
Why is time categories relevant to marketers
- Good times for ads: Occasion/leisure times and time to kill
- Bad time for ads: Flow and deadline times
What is repeat buying
Buying things over and over again based on habits and needs
What is consumer panel data
Records people purchasing over extended periods so that we can see what brands are brought repeatedly by the same consumer and how often the consumer chooses alternative brands
How are panelists selected
Are selected to be large representative samples of a target group or the general population
Who are the largest research companies that collect, analyze and sell consumer panel data
Nielsen, Kantar Group, Ipsos, and GfK
What is purchasing data combined with
Attitudinal, demographic and detailed usage information collected by surveys
What are repertoire of brands
Brands in a product category that a consumer buys over a period of time
What do repertoire brands resemble
Consumer consideration set with a difference while a consideration set a mental list of brands that a consumer feels would be acceptable to satisfy their current needs from which a final choice is made a repertoire of brands reflect actual past purchasing behaviour
Why are most brands not bought that often
- Most brands are bought infrequently
- Intervals may vary as customers may run out or may stock pile or buy a product at a tim
What is a stockpile
To buy a product at a time when it is not immediately needed
What do repeat purchasing behaviour variables
- Market penetration
- Purchase frequency
What is market penetration
Percent of consumers who buy an item at least once in a given perod
What is purchase frequency
The average number of times they buy in the time period
How do we calculate sales for a brand
Penetration(# of buyers) times purchase frequency (how often they buy the brand)
Why is this data important
Important for companies because pitmans that they can see how their customer base is made up
What has been found from the analysis of many product categories in many market
The penetration of brands in the same product category may differ a lot, but the average purchase frequency of any brands tends to be similar