Chapter 5 - Consumer Markets and Consumer Buyer Behavior

In the product adoption​ process, __________.

A. consumers respond at different rates *B. there are five stages C. consumers respond depending on their characteristics D. consumers respond based on product characteristics E. consumers are innovators

Consumer purchases are influenced strongly by certain characteristics which include all of the following EXCEPT​ __________.

A. cultural B. social *C. cognitive D. psychological E. personal

Cognitive Dissonance

buyer discomfort caused by post purchase conflict

Lifestyle

is a person's pattern of living as expressed in his or her psychographics - Measures a consumer's AIOs (activities, interests, opinions) to capture information about a person's pattern of acting and interacting in the environment

Perception

is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes -Selective attention -Selective distortion -Selective retention

Selective distortion

is the tendency for people to interpret information in a way that will support what they already believe

Purchase Decision

the buyer's decision about which brand to purchase

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

The Law of the Perception

Marketing is not a battle of products, it's a battle of perceptions.

Consumer market

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

Selective attention

is the tendency for people to screen out most of the information to which they are exposed

Selective retention

is the tendency to remember good points made about a brand they favor and forget good points about competing brands

The Model of Buyer Behavior (stimulus-response model)

This figure shows that marketing and other stimuli enter the consumer's "black box" and produce certain responses.

Motivation Research

refers to qualitative research designed to probe consumers' hidden, subconscious motivations

Habitual Buying Behavior

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

When does the habitual buying behavior​ occur?

*A. Under conditions of​ low-consumer involvement and little significant brand difference B. When there is low consumer involvement but significant perceived brand differences C. When consumers are highly involved with an​ expensive, infrequent, or risky purchase D. When consumers recognize that there is a need E. When consumers recognize that there is a problem

Characteristics Affecting Consumer Behavior

- Age and life-cycle stage - Occupation: affects the goods and services bought by consumers - Economic situation includes trends in: - Personal Income, Savings, Interest Rates

Postpurchase Behavior

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

Motive (or Drive)

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

Opinion Leaders

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

Variety-Seeking Buying Behavior

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

Psychological Factors

motivation, perception, learning, beliefs and attitudes

Social classes

society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors - Measured by a combination of occupation, income, education, wealth, and other variables

Consumer buyer behavior

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

Word-of-Mouth Influence

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

Culture

the learned values, perceptions, wants, and behavior from family and other important institutions and is the most basic cause of a person's wants and behavior

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 lead to consistent and lasting responses to the consumer's environment

Aspirational Groups

Groups an individual wishes to belong to

Innovators

are venturesome—they try new ideas at some risk

Need Recognition

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

​__________ behavior occurs when consumers are highly involved with an​ expensive, infrequent, or risky purchase but see little difference among brands.

A. Habitual buying *B. Dissonance-reducing buying C. Post-purchase D. Complex buying E. Variety-seeking buying

Compared to the mainstream buying​ public, Hispanic consumers tend to be deeply​ __________ oriented, making this a special characteristic and behavior.

A. brand B. income C. promotion *D. family E. quality

According to the​ stimulus-response model of buyer​ behavior, marketing and other stimuli enter the​ consumer's __________ and produce certain responses.

A. cultural shifts *B. black box C. curiosity D. subculture E. behavior

The first group marketers try to bring their new products to the attention to are potential​ __________.

A. early mainstream *B. innovators C. early adopters D. late mainstream E. lagging adopters

Consumer​ motivation, perception, and learning are related to the​ __________ factors influencing consumer behavior.

A. social *B. psychological C. personal D. subcultural E. cultural

Types of Buying Decision Behavior

Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

Reference Groups

Groups that form a comparison or reference in forming attitudes or behavior

Membership Groups

Groups with direct influence and to which a person belongs

Students purchasing items with the college logo most likely represent consumers involved in which type of buying behavior?

a. Complex b. Dissonance-reducing c. Variety-seeking d. Habitual e. Postpurchase dissonance

IMG World provides college students with new, relevant media, making which stage of the consumer buyer behavior process easier for the consumer?

a. Evaluation of alternatives b. Postpurchase behavior *c. Information search d. Purchase decision e. Need recognition

IMG World's products and services are geared toward colleges and students, the students of which may be considered young achievers. This designation can be best described as which influential factor of consumer buying behavior?

a. Family role b. Social class c. economic situation *d. Age and life stages e. Occupation

A popular football player at a college who is able to influence the buying decisions of fans would best be described as a(n) __________.

a. family role influence *b. opinion leader influence c. membership group influence d. word-of-mouth influence e. aspirational group influence

The most basic determinant of a person's wants and behavior are embedded in a consumers __________.

a. subculture b. social factors c. personal characteristics d. reference groups *e. culture

Early mainstream

adopters are deliberate—although they rarely are leaders, they adopt new ideas before the average person

Late mainstream

adopters are skeptical—they adopt an innovation only after a majority of people have tried it

Subcultures

are groups of people within a culture with shared value systems based on common life experiences and situations - Hispanic American - African American - Asian American - Cross-Cultural

Early adopters

are guided by respect—they are opinion leaders in their communities and adopt new ideas early but carefully

Lagging Adopters

are tradition bound—they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself

Influencer Marketing

enlisting established influencers or creating new influencers to spread the word about a company's brand