Marketing Chapter 4-Understanding Consumer Behavior
beliefs
a consumers perception of how a product or brand performs
family life cycle
a family's progression from formation to retirement, each phase bringing with it distinct purchasing behaviors
brand loyalty
a favorable attitude toward and consistent purchase of a single brand over time
selective perception
a filtering of exposure, comprehension, and retention. it occurs when people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent
lifestyle
a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them
drive
a need that moves an individual to action
attitude
a tendency to respond to something in a consistently favorable or unfavorable way
learning
behaviors that result from repeated experience and reasoning
perception
the process by which a person selects, organizes, and interprets information to create a meaningful picture of the world
alternative evaluation
assessing value- represent both the objective attributes of a brand and the subjective ones you use to compare different products and brands
5 roles in individual family members in the purchase process
1. information gatherer 2. influencer 3. decision maker 4. purchaser 5. user
if a brand is a market leader, attention is placed on
1. maintaining product quality 2. avoiding a stockout situation 3. repetitive advertising messages that reinforce a consumers knowledge or assure buyers they made the right choice
marketers are concerned with which type of reference groups?
1. membership group 2. aspiration group 3. dissociative group
two primary forms of personal influence
1. opinion leaders 2. word of mouth
purchase decision process
1. problem recognition 2. information search 3. alternative evaluation 4. purchase decision
two challenges marketers must overcome when marketing to hispanics
1. the Hispanic subculture is diverse and composed of many types of hispanics 2. a language barrier exists
situational influences that affect the purchase decision process
1. the purchase task 2. social surroundings 3. physical surroundings 4. temporal effects 5. antecedent states
purchase decision
buying value- 1. from whom to buy and 2. when to buy.
postpurchase anxiety
cognitive dissonance
selective retention
consumers do not remember all information they see, read, or hear, even minutes after exposure (often why brochures are handed out)
achievement motivated groups
consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to
ideals motivated groups
consumers motivated by ideals are guided by knowledge and prcinciple
self expression motivated groups
consumers motivated by self expression desire social or physical activity, variety, and risk
opinion leaders
individuals who have social influence over others (celebrities, sports figures, community leaders, business executives)
high and low resource groups
innovators- successful, sophisticated, take charge people with high self esteem survivors- with the least resources of any segment, focus on meeting basic needs rather than fulfilling desires
selective comprehension
involves interpreting information so that it is consistent with your attitudes and beliefs. (example- snow pup vs snow master)
external search
needed when a past experience or knowledge is insufficient. 1. personal sources 2. public sources 2. marketer dominated sources
word of mouth
people influencing each other in personal conversations (most powerful and authentic information source for consumers)
reference group
people to whom an individual looks as a basis for self appraisal or as a source of person standards (membership group, aspiration group, and dissociative group)
problem recognition
perceiving a need-perceiving a difference between a person's ideal and actual situations big enough to trigger a decision
internal search
scanning your memory for previous experiences
information search
seeking value- after recognizing a problem, a consumer begins to search for information by internal or external search.
learned needs
self esteem, achievement, and affection
cue
stimulus or symbol perceived by consumers
subcultures
subgroups within the larger, or national, culture with unique values, ideas, and attitudes
response
the action taken by a consumer to satisfy the drive
consumer behavior
the actions a person takes in purchasing and using products and services
perceived risk
the anxiety felt when a consumer cannot anticipate possible negative outcomes of a purchase
the greater the risk...
the more extensive external research they will do
involvement
the personal, social, and economic significance of a purchase to the consumer
psychographics
the practice of combining psychology, lifestyle, and demographics
behavioral learning
the process of developing automatic responses to a situation through repeated exposure to it
reinforcement
the reward
self concept
the way people see themselves and the way they believe others see them
cognitive learning
thinking, reasoning, and mental problem solving without direct experience