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