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78 Cards in this Set
- Front
- Back
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consumer behavior |
process a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use |
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consumer decision-making process |
a 5 step process used by consumers when buying goods or services |
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need recognition |
result of an imbalance between actual and desired states |
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want |
recognition of an unfulfilled need and a product that will satisfy it |
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stimulus |
any unit of input affecting one or more of the 5 senses |
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internal information search |
the process of recalling past information stored in the memory |
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external information search |
the process of seeking info in the outside environment |
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nonmarketing-controlled information source |
a product info source that is not associated with advertising or promotion |
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marketing-controlled information source |
a product information source that originates with marketers promoting the product |
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evoked set (consideration set) |
a group of brands resulting from an info search from which a buyer can choose |
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cognitive dissonance |
inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions |
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involvement |
the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior |
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routine response behavior |
the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time |
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limited decision making |
the type of decision making that requires a moderate amount of time for gathering info and deliberating about an unfamiliar brand in a familiar product category |
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extensive decision making |
the most complex type of consumer decision making, used when buying an unfamiliar, expensive product or an infrequently bought item; requires use of several criteria for evaluating options and much time for seeking information |
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culture |
the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next |
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value |
the enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct |
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subculture |
a homogenous group of people who share elements of the overall culture as well as unique elements of their own group |
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social class |
a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms |
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reference group |
all of the formal and informal groups in society that influence an individual's purchasing behavior |
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secondary membership group |
a reference group with which people associate less consistently and more formally that a primary membership group, such as a club, professional group, or religious group |
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aspirational reference group |
a group that someone would like to join |
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norm |
a value or attitude deemed acceptable by a group |
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nonaspirational reference group |
a group with which an individual does not want to associate |
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opinion leader |
an individual who influences the opinion of others |
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market |
people or organization with needs or wants and the ability and willingness to buy |
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market segment |
a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs |
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market segmentation |
the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups |
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segmentation bases (variables) |
characteristics of individuals, groups, or organizations |
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geographic segmentation |
segmenting markets by region of a country or the world, market size, market density, or climate |
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demographic segmentation |
segmenting markets by age, gender, income, ethnic background, and family life cycle |
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family life cycle (FLC) |
a series of stages determined by a combination of age, marital status, and the presence or absence of children |
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psychographic segmentation |
segmenting markers on the basis of personality, motives, lifestyles, and geodemographics |
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usage-rate segmentation |
dividing a market by the amount of product bought or consumed |
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80/20 principle |
a principle holding that 20 percent of all customers generate 80 percent of the demand |
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positioning |
developing a specific marketing mix to influence potential customer's overall perception of a brand, product line, or organization in general |
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repositioning |
changing consumers' perceptions of a brand in relation to competing brands |
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marketing research |
the process of planning, collecting, and analyzing data relevant to a marketing decision |
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secondary data |
data previously collected for any purpose other than the one at hand |
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primary data |
info that is collected for the first time; used for solving the particular problem under investigation |
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survey research |
the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes |
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mall intercept interview |
a survey research method that involves interviewing people in the common areas of shopping malls |
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focus group |
7-10 people who participate in a group discussion led by a moderator |
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open-ended question |
an interview question that encourages an answer phrased in a respondent's own words |
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observation research |
a research method that relies on 4 types of observation; people watching people, people watching an activity, machines watching people, and machines watching an activity |
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probability sample |
a sample in which every element in the population has a known statistical likelihood of being selected |
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Consumer decision making process (5 steps) |
need recognition information search evaluation of alternatives purchase postpurchase behavior |
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internal stimuli |
occurrences you experience, such as hunger or thirst *stomach growling* |
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external stimuli |
influences from an outside source, such as someone's recommendation of a new restaurant, the color of a car, the design of a package, a brand name mentioned by a friend, or an advertisement on the tv or radio |
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want-got gap |
the imbalance between actual and desired states
a difference between what a customer has and what they want to have |
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factors that affect all steps of the consumer decision-making process |
cultural, social, individual, and psychological
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2 types of external information searches |
nonmarketing-controlled information search marketing-controlled information search |
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external information searches include |
personal experiences, personal sources, and public sources |
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marketing-controlled information sources |
mass media advertising, sales promotion, salespeople, product labels and packaging, and the internet |
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brand extensions |
when a well-known and respected brand name from one product category is extended into other product categories |
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fully planned purchase |
when a person is buying an expensive or complex item |
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perceived risk of negative consequences |
as the perceived risk in purchasing a product increases, so does a consumer's level of involvement
types of risks that concern consumers: financial risk, social risk, and psychological risks |
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psychological risks |
occur if consumers believe that making the wrong decision might cause some concern or anxiety |
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situational involvement |
circumstances of a purchase may temporarily transform a low-involvement decision into a high-involvement one |
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Of all the factors that affect consumer decision making, _______________ exert the broadest and deepest influence |
cultural factors |
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Capitalist class |
1 % people whose investment decisions shape the national economy |
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Upper middle class |
14% upper-level managers, professionals, owners of medium-sized businesses |
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Middle Class |
33% Middle level white-collar, top-level blue-collar |
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Working class |
32% Middle-level blue-collar, lower-level white-collar |
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Working poor |
11-12% low-paid service workers and operatives |
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Underclass |
8-9% people who are not regularly employed and who depend primarily on the welfare system for sustenance |
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substantiality |
a segment must be large enough to warrant developing and maintaining a special marketing mix |
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accessibility |
the firm must be able to reach members of targeted segments with customized marketing mixes |
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responsiveness |
unless one market segment responds to a marketing mix differently than other segments, however, that segment ned not be treated separately |
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age segmentation |
newborns, infants, young children, tweens, Generation Y, generation X, baby boomers, and seniors |
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gender segmentation |
women make 85% of purchases |
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ethnic segmentation |
Hispanic Americans, African Americans, and Asian Americans are the 3 largest ethnic groups in the US |
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motives |
appealing to emotional, economy, reliability, and dependability motives |
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geodemographic segmentation |
clusters potential customers into neighborhood lifestyle categories, combines geographic, demographic, and lifestyle segmentations |
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benefit segmentation |
the process of grouping customers into market segments according to the benefits they seek from the product |
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piggyback studies |
gather data on 2 different projects using one questionnaire |
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telephone interviews |
cost less than personal interviews |
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mail surveys |
advantages: relatively low-cost, elimination of interviewers and field supervisors, centralized control, and actual or promised anonymity disadvantages: usually low response rates, no one to clarify answers |
