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22 Cards in this Set
- Front
- Back
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Consumer Buyer Behavior
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refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption
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Consumer market
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final consumer combines to make consumer market
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Culture
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Culture is the most basic cause of a person’s wants and behaviors; learned from family, institutions
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Subculture
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each culture contains smaller subcultures, or groups of people with shared value system based on common life experiences and situations
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Social Classes
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a society’s relatively permanent and ordered divisions whose members share similar values, interest, and behaviors
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Groups
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A person’s behavior is influenced by many small groups. Groups that have direct influence and to which a person belongs are called membership groups
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Opinion Leaders
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people with a reference group who because of the special skills, knowledge, personality or other characteristics, exert influence on others
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Lifestyle
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People coming from the same subculture, social class, and occupation have different lifestyles
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Personality
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refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment – buy brands that match personality
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Perception
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how the person acts is influence by his or her own perception of his situation
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Learning
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describes changes in an individual’s arising from experience
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Cognitive Dissonance or Post purchase conflict
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discomfort caused after major purchase
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New Product
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a good, service, or idea that is perceived by some potential customers as new
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Business Buyer Behavior
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refers to the buying behavior or the organization that buy goods and services for the use in production of other products and services that are sold
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Derived Demand
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ultimately derives from the demand for consumer goods
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Buying Center
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all people involved in buying decision
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Straight rebuy
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buyer reorders something without any modifications
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Modified rebuy
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buyer wants to modify product specifications, prices, terms, or suppliers
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New Task Situation
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a company buying a product or service for the first time – the greater the cost or risk, the larger the number of decision participants and the greater their efforts to collect information will be
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Systems Selling
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selling a complete system that meets the customer’s specific needs so that they don’t need to go to multiple suppliers
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Stages in Adoption Process (5)
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a. Awareness: the consumer becomes aware of the new product, but lacks information about it
b. Interest: the consumer seeks information about the new product c. Evaluation: the consumer considers whether trying the new product makes sense d. Trial: the consumer tries the new product on a small scale to improve his or her estimate of its value e. Adoption: the consumer decides to make full and regular use of the new product |
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5 characteristics that influence rate of adoption
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1. Relatively advantage: how better this innovation appears to existing products
2. Compatibility: how the innovation fits the values and experiences of potential consumers 3. Complexity: how the innovation is difficult to understand and use 4. Divisibility: how the innovation may be limited 5. Communicatibility: how the results of using the innovation can be observed or described to others |
