Consumer Behavior Test 3
Age Cohort
Consists of people of similar ages who have similar experiences. (Great Depression vs. Great Recession)
Guerrilla Marketing
Promotional strategies that use unconventional means and venues to encourage WOM about products. The term implies that the marketer ambushes the unsuspecting recipient because the message pops up in a place where he or she wasn't expecting to see an advertisement.
Lifestyle Marketing Perspective
Recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.
Retail Theming: Lanscape Themes
Rely on associations with images of nature, earth, animals and physical body.
Innovators
Represent only about 2.5 percent of the population, marketers are eager to identify them. THey are the brave souls who are always on the lookout for novel products or services and who are first to try something new. They are risk takers, high education, and high income level, socially active.
Early Adopters
Share many of the same characteristics BUT they have a higher degree for social acceptance, especially with clothing and cosmetics. Values being in fashion.
Store Image
Some of the important dimensions of a store's image are location, merchandize sustainability, and the knowledge and congeniality of the sales staff.
Atmospherics
The conscious designing of space and its various dimensions to evoke certain effects in buyers. (Colors, scents, and sounds.
Ethnic Subcultures
is a self-perpetuations group of consumers who share common cultural or genetic ties, where both its members and others recognize it as a distant category.
Reference Group
is an actual or imaginary individual or group that significantly influences an individual's evaluations, aspirations, or behavior.
Retail Theming: Marketscape Themes
Build on assoicaiotns with man-made places. Venetian hotel in Last Vegas
Retail Theming: Cyberspace Themes
Build on images of information and communications technology. Ebay retail interface.
Retail Theming: Mindscape Themes
Draw on abstract ideas and concepts, introspection and fantasy, and often possess spiritual overtones.
The "Big Three": Asian Americans
Fast-est growing racial group in the nations and have become the new wave of immigrants in the United States
Opinion Leaders
Frequently able to influence others attitudes or behaviors. Have extremely valuable information sources because they possess the social power.
The "Big Three": Hispanic Americans
Hispanic means people of many different backgrounds. 60 percent of all Ameircans have Hispanic decants.
Sex Roles
People often conform to their culture's expectations about how those of their gender should act, dress or speak.
Retail Theming:
Innovative merchants today use four basic kinds of theming techniques
Psychographics
Involves the "use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market- and their reasons- to make a particular decision about a product, person ideology, or otherwise hold an attitude or use a medium.
Social Shopping
Is an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping in a brick-and-mortar store.
Discretionary Income
Is the money available to a household over and above what it requires to have a comfortable standard of living
The "Big Three": African American
Make up 13 percent, "My Black is Beautiful",
Brand Advocates
Our zeal to share and to collect feedback from others before we purchase underscores and the key role social media plays in fueling the basic word-of-mouth process.
Consumer Confidence
This measure reflects how optimists of pessimistic people are about the future health of the economy and how they predict they'll fare down the road.
Co-branding strategies
When Marketers team up with other companies to promote two or more items.
Social Identity
is the part of the self that our group memberships define. (race, gender, religions, age, where we live