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31 Cards in this Set
- Front
- Back
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Model of Buyer Behavior
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All these contribute to Problem Solving process and ultimately leads to purchase or not purchase.
Psychological Variables (Marketing Mixes): Motivation, Perception, Attitude, Personality/lifestyle Social Influences (All other stimuli):Family, social class, reference, groups, culture Purchase Situation:Purchase reason, time, surroundings |
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Psychological Variables
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Needs, Wants, Drives
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Needs
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basic forces thath motivate a person to do somethign
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wants
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neesd that are learned during a persons life
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drives
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strong stimulus that encourages action to reduce a need
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Physiological needs
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concerned with biological needs...food, drink, rest, sex
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Safety Needs
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protection and physical well being (health, food, medicine, exercise)
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Social Needs
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concerned with love, friendship, status and esteem, involve persons interaction with others
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Personal Needs
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Concerned with an individuals need for personal satisfaction, unrelated to what others think or do. Self-esteem, accomplishment, fun!
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Consumers Perception
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How we gather and interperate information from the world around us
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Selective Exposure
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Our eyes and mind seek out and notice only information that interests us.
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Selective Perception
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We screen out or modify ideas, messages and information thath conflict with previously learned attitidues and beliefs
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Selective Retention
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Remember only what we want to remember
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Learning Process
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Change in persons though process caused by prior experience.
All consumer behavior is learned! Drive----Cues----Response, (Reinforcement) |
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Cues
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products, signs ads and other stimuli in the environment
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Response
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Effort to satisfy drive
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Reinforcement
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occurs when the response is followed by satisfaction which reduces a drive.
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Lifestyle Analysis
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analysis of a persons day to day living as expressed by Activites, Interests and Opinions.
Helps marketers become deeply knowledgeable of target market. |
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Social Influences
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Family, Social Class, Reference Group, Opinion Leader, Culture
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Family
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Relationships with family members influence consumer behavior:
-family life cycles -attitudes and values -buying tasks |
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Social Class
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a group of people who have approximately equal social position as viewed by others in society. POWERFUL influences on customers!
-Occupation, Education, Type of Housing, Location of Housing |
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Reference Group
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people to whom an individual looks when forming attitudes about a particular topic.
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Opinion Leader
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person who influences others.
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Culture
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whole set of beliefs, attitudes and ways of doing things of a reasonably homogenous set of people
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Viral Marketing
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Uses social network to promote
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Purchase Situation
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Affected by
-purchase reasons -time avaiable and urgency of needs -physical surroundings of the purchase |
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Consumers Problem Solving Process
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Psychological Variables, Social Influences, Purchase Situation
Need/Want Awareness Info Search Set criteria and eval solutions decide on solution purchase product response |
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3 Levels of Problem Solving
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Limited Problem Solving, Routinized Response Behavior, Extensive problem solving
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Limited Problem Solving
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Used by consumers when some effort is required in deciding the best way to satisfy a need
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Routinized Response Behavior
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Low involvement
frequently purchased inexpensive little risk little information |
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Extensive Problem Solving
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High Involvement
Infequently purchased Expensive High Risk Much Information Desired |
