MKT 205 - Chapter 5

complex buying behavior

consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands

dissonance-reducing buying behavior

consumer buying behavior in situations characterized by high involvement but few perceived differences among brands

habitual buying behavior

consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences

variety-seeking buying behavior

consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences

Every group or society has a culture, and....

cultural influences on buying behavior may vary greatly from both county to county

Marketers are always trying to spot

cultural shifts so as to discover new products that might be wanted.

Consumer purchases are influenced strongly by

cultural, social, personal, and psychological characteristics

Why is it so important to satisfy the customer?

customer satisfaction is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value.

Buzz marketing

enlisting or even creating opinion leaders to serve as "brand ambassadors" who spread the word about a company's products

selective retention

means that consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands.

subcultures include

nationalities, religions, racial groups, and geographic regions.

three such important subculture groups

Hispanic American, African American, and Asian American consumers

The central question for marketers

How do consumers respond to various marketing efforts the company might use?

Complexity.

The degree to which the innovation is difficult to understand or use.

Divisibility.

The degree to which the innovation may be tried on a limited basis.

Communicability.

The degree to which the results of using the innovation can be observed or described to others.

a person's self-concept (also called self-image)

. The idea is that people's possessions contribute to and reflect their identities—that is, "we are what we consume

Buyer Decision Process

1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post-purchase behavior

the most brand conscious of all the ethnic groups

Asian American

the most affluent U.S. demographic segment

Asian American Consumers

five stages in the process of adopting a new product:

Awareness. Interest Evaluation. Trial. Adoption.

the most important consumer buying organization in society

Family

Membership groups

Groups with direct influence and to which a person belongs

A company's product or message may be more relevant to one nationality over another, such as

Mexicans, Costa Ricans, Argentineans, or Cubans.

Relative advantage.

The degree to which the innovation appears superior to existing products.

Compatibility.

The degree to which the innovation fits the values and experiences of potential consumers.

belief

a descriptive thought that a person holds about something

stimulus object

a drive becomes a motive when it is directed toward a particular stimulus object

new product

a good, service, or idea that is perceived by some potential customers as new

subculture

a group of people with shared value systems based on common life experiences and situations

motive (drive)

a need that is sufficiently pressing to direct the person to seek satisfaction of the need

Reference groups expose

a person to new behaviors and lifestyles, influence the person's attitudes and self-concept, and create pressures to conform that may affect the person's product and brand choices.

opinion leader (influentials or leading adopters)

a person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others

attitude

a person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea; difficult to change

lifestyle

a person's pattern of living as expressed in his or her activities, interests, and opinions profiles a person's whole pattern of acting and interacting in the world.

consumer market

all the individuals and households that buy or acquire goods and services for personal consumption

Cues

are minor stimuli that determine when, where, and how the person responds.

Sigmund Freud

assumed that people are largely unconscious about the real psychological forces shaping their behavior. -a person's buying decisions are affected by subconscious motives that even the buyer may not fully understand

cognitive dissonance

buyer discomfort caused by postpurchase conflict

learning

changes in an individual's behavior arising from experience

selective distortion

describes the tendency of people to interpret information in a way that will support what they already believe. People also will forget much of what they learn.

interpretive consumer research

dig deeper into consumer psyches and develop better marketing strategies

What do social classes show?

distinct product and brand preferences in areas such as clothing, home furnishings, travel and leisure activity, financial services, and automobiles

the buyer's decision process itself affects

his or her behavior. This decision process— from need recognition, information search, and alternative evaluation to the purchase decision and postpurchase behavior

the buyer's characteristics influence

how he or she perceives and reacts to the stimuli. - cultural, social, personal, and psychological factors.

total market strategy

integrating ethnic themes and cross-cultural perspectives within a brand's mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences

Social class is not determined by a single factor, such as income, but is measured as a combination of

occupation, income, education, wealth, and other variables.

online social networks

online social communities-blogs, online, social media, brand communities, and other online forums-where people socialize or exchange information and opinions

Marketers are interested in social class because

people within a given social class tend to exhibit similar buying behavior.

A buyer's decisions also are influenced by

personal characteristics such as the buyer's occupation, age and stage, economic situation, lifestyle, and personality and self-concept

social class

relatively permanent and ordered divisions in a society whose members share similar values, interest, and behaviors

Reference groups

serve as direct (face-to-face interactions) or indirect points of comparison or reference in forming a person's attitudes or behavior. People often are influenced by reference groups to which they do not belong.

Abraham Maslow

sought to explain why people are driven by particular needs at particular times. human needs are arranged in a hierarchy

drive

strong internal stimulus that calls for action

Within the Hispanic market, there exist many distinct

subsegments based on nationality, age, income, and other factors.

subliminal advertising

supposedly hidden messages in marketers' communications

Many marketers are finding

that insights gleaned from ethnic consumer segments can influence their broader markets.

role

the activities people are expected to perform according to the people around them. Each role carries a status reflecting the general esteem given to it by society.

purchase decision

the buyer's decision about which brand to purchase

consumer buyer behavior

the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption

need recognition

the first stage of the buyer decision process, in which the consumer recognizes a problem or need

word-of-mouth influence

the impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior

adoption process

the mental process through which an individual passes from first hearing about an innovation to final adoption

perception

the process by which people select, organize, and interpret information to form a meaningful picture of the world

culture

the set of basic values, perceptions, wants, and behaviors, learned by a member of society from family and other important institutions - the most basic cause of a person's wants and behavior

Brand personality

the specific mix of human traits that may be attributed to a particular brand.

postpurchase behavior

the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction

information search

the stage of the buyer decision process in which the consumer is motivated to search for more information

alternative evaluation

the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set

personality

the unique psychological characteristics that distinguish a person or group

group

two or more people who interact to accomplish individual or mutual goals

the lifestyle concept can help marketers

understand changing consumer values and how they affect buyer behavior.

Importance of group influence

varies across products and brands. It tends to be strongest when the product is visible to others whom the buyer respects.

Hispanics are a

youthful segment

Selective attention

—the tendency for people to screen out most of the information to which they are exposed—means that marketers must work especially hard to attract the consumer's attention.