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28 Cards in this Set

  • Front
  • Back
What is a subculture?
A group of people with shared value systems based on common life experiences and situations
Who is an Opinion Leader?
A person within reference group who, because of special skills, knowledge, personality or other characteristics, experts social influence on others
Describe the the Upper Class?
Upper uppers- (1%) The social elite that live on inherited wealth. Donate to charity. Own more than one home and send children finest schools.

Lowers Uppers- (2%) Have earned a high income through exceptional ability. Active in social and civic affairs. Buy expensive homes, educations and cars.
Describe the Middle Class?
Upper Middles (12%) Professionals, independent business persons and corporate managers. They believe in education. Civic minded.

Middle Class (32%) Average-pay white collar and blue-collar workers who live on the better side of town. Buy products to keep up with trends. Good schools.
Describe the Working class?
Working class- (38%) Working class lifestyle, not depending on actual income. Depend heavily on relatives for economic and emotional support, advice on purchases and assistance when in trouble
Describe the Lower class
Upper Lowers- (9%) the working poor. Standard of living is just above poverty they strive towards a higher class. Often lack education and are poorly paid for unskilled work.

Lower Lowers- (7%) Visibly poor. Poorly educated unskilled laborers. Often out of work. Depend on public assistance. Day-to-Day existance.
Describe the Hispanic American Consumers.
There are 50 million Hispanic consumers and they have an annual buying power of $1.4 trillion.

Family oriented. Shopping is a family affair. Children have a major say in what brands to buy. Highly loyal to brands and favor those that show special interest in them.
Describe Mature consumers
-By 2015 40% of of adult consumers will by 50 to 75
-These mature segments boast most of the expendable cash
-Main markets are pharmaceuticals, furniture, groceries, beauty products, and clothing to consumer electronics, travel, entertainment and financial services.
-Convenience services are attractive in the mature
Describe the African American Consumers.
-42 million consumers
-Enjoy the activity of shopping
-Price conscious
-Motivated by quality and selection
-Beauty
Describe the Asian American Consumers.
-15 million Asian consumers in the US
-Second fastest growing segment
-Diverse (just as Hispanic) so they come from various Asian backgrounds that include China, Japan, Vietnam, India, Korean and others
-Very conscious about brands
-Fiercely brand loyal
Describe the role of age?
Tastes in food, clothes, furniture and recreation are often related to age.

Life cycles also play a role. (Marriage, college, divorce can impact buying behavior)
Describe the role of occupation?
Occupation dictates what kind of clothing a person buys. A professional may buy a suit, while a laborer may buy rugged clothes.
Describe Maslow's Hierarchy of needs.
1. Physiological needs (Hunger and thirst)
2. Safety needs (Security and protection)
3. Social needs (Self-esteem, recognition and status)
4. Self actualization needs (Self development and realization)
Describe beliefs.
Beliefs are based on real knowledge, opinion or faith.

Marketers are interested in what people believe about certain products and services because those beliefs make up brand images because they affect buying behavior
Describe consumer attitudes.
Describes peoples favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea

Attitudes frame buying behavior into attitudes that make people move toward or away from a product/service.

Example "Asians make the best electronics"
What is complex buying behavior?
Consumer behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands

Dissonance-reducing buying behavior is similar but has few perceived differences among brands
What is Habitual buying behavior?
Consumer buying behavior in situations characterized by low-consumer involvement and few significantly perceived brand differences

Variety-seeking buying behavior is similar but there are significant perceived brand differences
What is need recognition?
The first stage of the buyer decision process, in which the consumer recognizes a problem or a need
What is information search?
The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search
What is alternative evaluation?
The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set
What is Post-purchase behavior?
The stage of the decision process in which consumers take further action after purchase based on their satisfaction with a purchase
What is cognitive dissonance?
Buyer discomfort by post-purchase conflict
What is Culture?
Culture is the learned values, perceptions, wants, and behavior from family and other important institutions
Describe the role of Family in consumer behavior.
The most important consumer-buying organization in society, they are unique, they are a consuming unit
What is selective attention?
The tendency for people to screen out most of the information to which they are exposed
What is selective distortion?
The tendency for people to interpret information in a way that will support what they already believe
What is Selective retention?
The tendency to remember good points made about a brand they favor and forget good points about competing brands
Describe the Product Adoption Process.
-Innovators – venturesome, educated, high socio-economic status

-Early adopters – social leaders, popular, educated

-Early majority – deliberate, many informal social contacts

-Late majority – skeptical, traditional, lower socioeconomic status

-Laggards – neighbors and friends are main info sources, fear of debt