Chapter 6: Consumer Markets and Consumer Buying Behavior

1. motivation 2. perception 3. learning 4. beliefs & attitudes

Psychological Characteristics: (4)

1. groups 2. family 3. social roles 4. status

Social Factors: (4)

1. need recognition 2. information search 3. evaluation of alternatives 4. purchase decision 5. post-purchase behavior

The Buyer Decision Process: (5)

Word-of-mouth

___________ - ______ - ___________ influence can have a powerful impact on consumer buying behavior.

Family members

____________ ______________ have a strong influence on buyer behavior.

People

____________ are often influenced by reference groups to which they do not belong.

Buying behavior

_____________ _____________ is also shaped by the family life-cycle stage.

Social Class

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

Perception

A motivated person is ready to act, how that person acts is influenced by this factor. This is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.

Motivation

A person has many needs at any given time, a need becomes a motive when it is aroused to a sufficient level of intensity.

Self-Concept

A person's self-image, each of us has a complex mental self-picture, and our behavior tends to be consistent with that self-image.

1. marketing stimuli / other stimuli 2. buyer's black box 3. buyer's responses

Consumer Behavior chain (3 parts):

social factors

Consumer behavior is also influenced by __________ ____________, including the consumers' groups, family, social roles, and status.

- cultural characteristics - social characteristics - personal characteristics - psychological characteristics

Consumer purchases are strongly influenced by:

1. basic values 2. perceptions 3. wants 4. behaviors

Cultural Factors comprises _____________ (4 things) that a person learns continuously in a society.

consumer behavior

Cultural Factors exert the broadest and deepest influence on _____________ ____________ .

1. values 2. wants 3. perceptions 4. behaviors

Cultural Factors: (4)

wants and behavior

Cultural factors are the most basic determinant of a person's __________ and ___________ .

Attitude

Describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or an idea.

Learning

Describes changes in an individual's behavior arising from experience. Theorists of this say that it occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.

Evaluation of Alternatives

Each consumer sees a product as a bundle of product attributes. The consumer attaches different degrees of importance to each attribute. The consumer is likely to develop a set of beliefs about where each brand stands on each attribute.

Subcultures

Each culture contains groups of people with shared value systems based on common life experiences and situations, _________________ include nationalities, religions, racial groups, and geographic regions.

membership groups

Groups have a direct influence and to which a person belongs are called __________________ _______________ .

Information Search

How much searching a consumer does will depend on the strengths of the drive, the amount of initial information, the ease of obtaining more information, the value placed on additional information, an the satisfaction one gets from searching.

Post-Purchase Behavior

If the product matches expectations, the consumer will be satisfied. Almost all major purchases result in cognitive dissonance, or discomfort caused by this conflict.

Purchase Decision

In the evaluation stage, the consumer ranks brands in the choice set and forms purchase intentions. Purchase intention is also influenced by unexpected situations.

Selective Attention

People are exposed to a tremendous amount of daily stimuli, because a person cannot possibly attend to all of these, most stimuli is screened out - which is this process.

- current need - they anticipate - whose deviations are large in relation to the normal size of the stimuli

People are more likely to notice stimuli that: (3)

Lifestyles

People coming from the same subculture, social class, and occupation at have quite different ______________.

Selective Retention

People forget how much they learn but tend to retain information that supports their attitudes and beliefs.

1. selective attention 2. selective retention 3. selective distortion

Perceptual Processes: (3)

1. age & life-cycle stage 2. occupation 3. economic situation 4. lifestyle 5. personality 6. self-concept

Personal Factors: (6 stages)

Need Recognition

The buying process starts when the buyer recognizes a problem or need, marketers must determine the factors and situations that trigger consumer problem recognition.

Selective Distortion

The tendency to twist information into personal meanings and interpret information in a way that will fit our preconceptions.

Buyer's Responses

There are involved in what part of the Consumer Behavior flow: product choice brand choice dealer choice purchase timing purchase amount

Reference groups

This type of group serve as a direct (face-to-face) or indirect points of comparison or reference in forming a person's attitudes or behavior.

Beliefs & Attitudes

Through acting and learning, people acquire this, which, in turn, influences their buying behavior.

Other stimuli

What kind of stimuli: economic technological poltiical cultural

Marketing stimuli

What kind of stimuli: product price place promotion

Belief

A descriptive thought that a person holds about something.

Buyer's Black Box

buyer characteristics and buyer decision process is:

Personality

distinguished psychological characteristics that lead to relatively consistent and enduring responses to the environment

Economic Situation

greatly affects product choice and the decision to purchase a particular product

Online Social Networks

online communities where people socialize or exchange information and opinions

Age and Life-Cycle Stage

the types of goods and services people buy change during their lifetimes

consumer's notice

Selective attention means that marketers have to work hard to attract _______________ _________________ .

Buzz Marketing

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

Lifestyle

a person's pattern of living as expressed in his or her activities, interests, and opinions

Occupation

affects the goods and services bought