week 5 Flashcards

1
Q
  • Consumer behavior understand 3 main questions
A

what do we buy, why do we buy, how make use of product we buying

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2
Q

what is ocnsumer behaviour

A

Is the processes involved when individuals or group select, purchase, use, or dispose of products, service, ideas, or experience to satisfy needs and desires and to define and express their identities

intersect pyschology and marketing

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3
Q

consumer decesion process

A

needs recognition, info search, alternative eval, purchase decision, post purchase

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4
Q

what is need recognition

A

unsatified need like thirst usually basic

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5
Q

types of need

A

 Could be functional like performance
* Basic needs
 Pyscological needs: gratification
* Luxury brands

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6
Q

what do good marketers do in need recgonition stage

A

 Remind cutomers of need or create one in this stage

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7
Q

in the info search stage look where

A

 Internal sources: into my past experience
 external sources: go to outside sources like family member or reviews online

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8
Q

what factor determine how long search

A

risk, importance of product, beenfit vs cost, locus of control-high control = search more, percieved benefit vs percieved cost of search,

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9
Q

what different risk are there in products affect search time

A

o performance risk: risk assoc with how product or service perform
o financial loss: minimize risk may buy warranty, risk is in initial cost and usage
o social risk: worry about what other people will think
o physiological: safety fear of harm if not proper
o psychological: If not convey the right image

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10
Q

alternative eval are forgone when

A

habitual convience products

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11
Q

2 attribute sets

A
  • Retrieval- remember those brands easily from ads or word of mouth, in our mind but not necessarily buy
  • Evoke- consider to buy bc has what is wanted
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12
Q

what are some short cuts to decesions

A

detrminant attriburtes, compensatory and non compensatroy and decesion heaurtics

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13
Q

what is compensatory rulke

A
  • Compensatory are a set of attribute that important and evaluate on, set weight for attribute and score
    o Trade off one charecterisitc for another
    o Assign weigh to score
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14
Q

detrimant attributes are

A

: feat important to buyers which competing brands differ

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15
Q
  • Consumer decision rule
A
  • Consumer decision rule: criteria customer use to sleect among choices: decision heurisitics and compensatory
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16
Q
  • Non compensatory
A
  • Non compensatory: select one or more nonnegotiable key characteristics and eliminate all the alternatives that don’t have them
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17
Q

 Decision heuristics:

A

 Decision heuristics: mental shortcuts like price brand and product presentation
* May just choose price that lower or brand recognition

18
Q

taticts to convert eval to sales

A

easier purchase, alerts, reminders
* Situational factors like merch in stock, multi pmt method, convienence help

19
Q

3 different outcomes post purchase

A

satisfaction and loyalty positive and post purchase dissonance

20
Q

how to ensure satisfaction post purchase

A

 High expectations unrealistic = higher intial sales but eventually dissatisfied
 But too low customer not enter
 Ensure post purchase satisfasction: realistic expectations and deliver, demo proper use, thank customer

21
Q

what is customer loyaty

A

repeat purchases
 Build loyaty initially and each subsequent purchase

22
Q

how to manage dissatisfaction

A

o Sometimes bad reviews not bad for brand rep, what must do is respond bad reviews in a way that help customer relations
o Complaints to the bus advantages for stronger relationships

23
Q
  • Three types of consumer decision process
A

social situational– external
pyschologial- internal

24
Q

pyscologial decesion process includes

A

maslow, attitudes, perception, learning, lifestyle

25
Q

what are maslow pyramid

A

physiological, saftey, beloning, esteem, self actuallize

26
Q

how do good marketers use maslow

A

nudge people up the heirachy

27
Q

attitude 3 components

A

 Coginitve: whaty belive to be true- thiunk
 Affective:what we feel about issue- feel
 Behavioural: actions based on what we feel-do

28
Q

ideal attitude is

A

 Ideaaly cognitive+affective = affect behavior = success

29
Q

perception is

A

how do we select, org, interpret info

30
Q

perceptual process

A

o Perceptual process- 1- exposure: initial stage sensory system notice stimuli, what I choose to put attention to
 2- attention 2- devote mental activity to stimulus
 3- interpretation- what we think or see
o Through 5 senses influencing how assign meaning

31
Q

4 components of perception

A

 Selective exposure: choose program pay attention to
 Selective attention: only listen message consistent with belief
 Selective comprehension: interpret marketing message not the way intended
 Selective retention: not remember all info

32
Q

perception color, blue red yellow green

A

 Blue = trust
 Red = excitement or urgency
 Yellow energy
 Green = sustainability
 Blue color = creativity

33
Q

what is learning and lifestyle

A
  • Learning is change in behavior that arise from experience
  • Lifestyle is way we decide spend our time
    o Activity interest opinion
34
Q

social factors include

A

culture and refrence group

35
Q

what is refrence group

A

o Refrence groups: 1+ person individual uses as a abaissi for comparison regarding beliefs feeling and behviour
o Various areas like family friend or famous

36
Q

direct vs indirect refrence group

A

 Direct could be family or friends
 Indirect two types: aspirational- influence on us, personality and identity
* Dissociated influence: distance themselves from brand bc negative association

37
Q

3 situational factors

A

purchase, shopping, temporal

38
Q

what is purchase situation

A

o Purchase situation depend on context of the purchase
 Store atmosphere and sales people
 Buy for yourself consider second hand but not for family

39
Q

shopping situation

A

o Shopping situation Prescence of other shoppers

40
Q

temporal situation

A

o Temporal state aggressive other shoppers like black Friday
 State of mind effects purchases

41
Q

impulse vs habitual purchase

A
  • Impulse = buy on the spot
  • Habitual = little conscious effort
    o Done by creating loyaty
42
Q
A