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