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17 Cards in this Set
- Front
- Back
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Consumer buyer behavior |
Refers to the buying behavior of final consumers, individuals, and households that buy goods and services for personal consumption |
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Consumer market |
All the individuals and households that buy or acquire goods and services for personal consumption |
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Model of Consumer Behavior |
The environment --> Buyer's black box --> Buyer responses |
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Buyer's black box |
1) the buyer's characteristics influence how he or she perceives and reacts to the stimuli 2) the buyer's decision process itself affects his or her behavior |
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Characteristics affecting consumer behavior |
Cultural Social Personal Psychological |
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Culture |
Culture- the learned values, perceptions, wants, and behavior from family and other important institutions Subculture- groups of people with shared value systems based on common life experiences and situations Social classes- society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors |
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Social |
Groups and social networks- Work-of-Mouth influence (opinion leaders- exert social influence on others) Family Roles and status- person belongs to many groups. the person's position in each group |
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Personal |
Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept |
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Psychological |
Perception- the process by which people select, organize, and interpret info to form a meaningful picture of the world from three perceptual processes
Selective attention- tendency to screen out most of the info to which they are exposed Selective distortion- tendency for people to interpret info in a way that will support what they already believe Selective retention- tendency to remember good points made about a brand they favor and forget good points about competing brands |
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Types of buying behavior |
Complex Dissonance-reducing Variety-seeking Habitual |
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Complex buying behavior |
High involvement/ Significant differences between brands
Highly involved in a purchase and perceive significant differences among brands |
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Dissonance-Reducing buying behavior |
High involvement/ Few differences between brands
Consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands |
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Variety-Seeking buying behavior |
Low involvement/ Significant differences between brands
Consumers do a lot of brand switching |
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Habitual buying behavior |
Low involvement/ Few differences between brands
Consumers have low involvement with most low- cost, frequently purchased products |
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Buyer decision process (5) |
Need recognition Information search Evaluation of alternatives Purchase decisions Post-purchase behavior |
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Adoption process |
Mental process through which an individual passes from first learning about an innovation to final adoption (regular use) |
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Stages in the adoption process |
Awareness- consumer becomes aware of the new product but lacks info about it Interest- consumer seeks info about new product Evaluation- consumer considers whether trying the new product makes sense Trial- consumer tries the new product on a small scale to improve estimate of its value Adoption- consumer decides to regularly use it |
