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