Marketing Chapter 4-Understanding Consumer Behavior

beliefs

a consumers perception of how a product or brand performs

family life cycle

a family's progression from formation to retirement, each phase bringing with it distinct purchasing behaviors

brand loyalty

a favorable attitude toward and consistent purchase of a single brand over time

selective perception

a filtering of exposure, comprehension, and retention. it occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent

lifestyle

a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them

drive

a need that moves an individual to action

attitude

a tendency to respond to something in a consistently favorable or unfavorable way

learning

behaviors that result from repeated experience and reasoning

perception

the process by which a person selects, organizes, and interprets information to create a meaningful picture of the world

alternative evaluation

assessing value- represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands

5 roles in individual family members in the purchase process

1. information gatherer 2. influencer 3. decision maker 4. purchaser 5. user

if a brand is a market leader, attention is placed on

1. maintaining product quality 2. avoiding a stockout situation 3. repetitive advertising messages that reinforce a consumers knowledge or assure buyers they made the right choice

marketers are concerned with which type of reference groups?

1. membership group 2. aspiration group 3. dissociative group

two primary forms of personal influence

1. opinion leaders 2. word of mouth

purchase decision process

1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision

two challenges marketers must overcome when marketing to hispanics

1. the Hispanic subculture is diverse and composed of many types of hispanics 2. a language barrier exists

situational influences that affect the purchase decision process

1. the purchase task 2. social surroundings 3. physical surroundings 4. temporal effects 5. antecedent states

purchase decision

buying value- 1. from whom to buy and 2. when to buy.

postpurchase anxiety

cognitive dissonance

selective retention

consumers do not remember all information they see, read, or hear, even minutes after exposure (often why brochures are handed out)

achievement motivated groups

consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to

ideals motivated groups

consumers motivated by ideals are guided by knowledge and prcinciple

self expression motivated groups

consumers motivated by self expression desire social or physical activity, variety, and risk

opinion leaders

individuals who have social influence over others (celebrities, sports figures, community leaders, business executives)

high and low resource groups

innovators- successful, sophisticated, take charge people with high self esteem survivors- with the least resources of any segment, focus on meeting basic needs rather than fulfilling desires

selective comprehension

involves interpreting information so that it is consistent with your attitudes and beliefs. (example- snow pup vs snow master)

external search

needed when a past experience or knowledge is insufficient. 1. personal sources 2. public sources 2. marketer dominated sources

word of mouth

people influencing each other in personal conversations (most powerful and authentic information source for consumers)

reference group

people to whom an individual looks as a basis for self appraisal or as a source of person standards (membership group, aspiration group, and dissociative group)

problem recognition

perceiving a need-perceiving a difference between a person's ideal and actual situations big enough to trigger a decision

internal search

scanning your memory for previous experiences

information search

seeking value- after recognizing a problem, a consumer begins to search for information by internal or external search.

learned needs

self esteem, achievement, and affection

cue

stimulus or symbol perceived by consumers

subcultures

subgroups within the larger, or national, culture with unique values, ideas, and attitudes

response

the action taken by a consumer to satisfy the drive

consumer behavior

the actions a person takes in purchasing and using products and services

perceived risk

the anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase

the greater the risk...

the more extensive external research they will do

involvement

the personal, social, and economic significance of a purchase to the consumer

psychographics

the practice of combining psychology, lifestyle, and demographics

behavioral learning

the process of developing automatic responses to a situation through repeated exposure to it

reinforcement

the reward

self concept

the way people see themselves and the way they believe others see them

cognitive learning

thinking, reasoning, and mental problem solving without direct experience