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