Marketing Chapter 6

Reference Groups

A group in society that influences an individuals purchasing behavior

Social Class

A group of people in society who are considered nearly equal in status or community esteem who regularly socialize among themselves both formally and informally and who share behavioral norms

Sub Culture

A homogenous group of people who share elements of overall culture as well as unique elements of their own group

Evoked Set

Group of brands resulting from an info search, from which a buyer can choose Example: Cars.com, can pick and choose what you want in a car

External Info Search

Includes personal and public references and advertisements and publicity. Non marketing controlled

Extensive Decision Making

Infrequent, high cost, high involvement, evaluate many brands, long time to decide.

Components of culture

Pervasive, functional, learned, dynamic

Factors for level of customer involvement

Previous experience, interest, perceived risk, situation, social visibility

Limited Decision Making

Previous product experience, low levels of involvement, low to moderate cost, evaluation of a few brands

Stimulus

Any unit of input affecting one or more of the 5 senses (sight, smell, touch, taste, hearing)

Post Purchase Behavior

Are you satisfied with product

Selective Distortion

Consumer changes or distorts info that conflicts with feeling or beliefs (Buyers remorse)

Selective Exposure

Consumer notices certain stimuli and ignores others

Selective Retention

Consumer remembers only info that supports personal beliefs

Value

Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

Experiential Learning

Experience changes behavior

Routine Response Behavior

Low involvement, frequently purchased

Conceptual Learning

Not learned through direct experience

Consumer Behavior

Processes a consume uses to make purchase decisions, as well as to use and dispose of purchased goods or service also includes factors that influence purchase decisions and product use.

Internal Information Search

Recall info in memory

Need recognition

Result of imbalance between actual and desire states Example: Hungry, order pizza

3 Types of Response Behavior

Routine response (less involvement) Limited decision making Extensive Decision making (more involvement)

Opinion Leaders

Someone who influences others opinions Example: Teens, movie stars, athletes, celebs

Cognitive Dissonance

Sometimes called buyers remorse, an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions.

Perception

The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture