Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
22 Cards in this Set
- Front
- Back
|
Buyer Black Box: How are the stimuli changed? |
By: Buyer characteristics and Buyers decision process |
|
|
Buyers Characteristics affecting buying (consumer) behavior: 4 |
Cultural, social, personal, psychological |
|
|
Cultural Factors: |
Culture Subculture: Hispanic Americans, religion Social class |
|
|
Personal Factors: |
Age and Life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept |
|
|
Psychological Factors: |
Motivation: Perception: Learning: Beliefs and Attitudes: |
|
|
Random: Buyer: |
Our buying decision is affected by complex internal and external influences |
|
|
Buying Behavior is based on: |
Degree of buyer involvement Degree of differences between brands |
|
|
Types of Buying Behavior: |
Complex buying behavior Dissonance-Reducing buying behavior Variety seeking Behavior Habitual buying behavior |
|
|
Social Factors |
Reference groups: Team Family: What we buy is similar to our parents Roles and status: Movie stars |
|
|
Complex Buying Behavior: |
HIGH involvement in purchase and perceive SIGNIFICANT differences between brands
Typically the buyer has lots to learn about products in the category: Houses Info: look at diff homes and areas Eval alt: compare with price and wants until you buy closest fit |
|
|
Dissonance Buying Behavior: |
HIGH involvement in purchase and FEWER differences between brands.
An expensive, risky, infrequent purchase but PERCEIVE little differences between brands ex: Carpet. Expensive=high involvement but we see most brands with similar prices the same. B/c not much brand diffs, may shop around but will buy quick b/c good price or convience |
|
|
Variety-Seeking Behavior |
LOW involvement and Significant differences between brands Brand switching a lot ex: Buying cookies, may be a few brands we consider, choose w/o much evaluation, evaluate that brand while eating, be satisfied or not and still buy a new brand just for the variety. |
|
|
Habitual Buying behavior: |
LOW involvement and FEWER differences between brands Need milk? buy it. no major differences. no evaluation of buying process. Buying same brand is more a habit. we Dont think about post purchase |
|
|
Consumer's Buying Decision process (Funnel) |
Need Recognition Information search Evaluation of alternatives Purchase decision Post-purchase behavior |
|
|
Need Recognition |
Consumer: Hungry or thirsty triggered by internal stimuli. Or external: Harold and kumar commercial
Business: Encourage consumers to see current state is not a desired one. CANT create need |
|
|
Information Search |
Looking up information to better understand which brand or product is for you.
Provide info when/where consumers search for it |
|
|
Evaluation of alternatives |
understand criteria and communicate superiority and whats important to target to consumers
How? Depends on the individual and purchase. Some evals are calculated, some intuition, turn to friends, newspapers, or salespeople |
|
|
Purchase decision |
Emphasize brand loyalty (Preferred brand) or address choice heuristic (Rule of thumb: what you tend to do" 2 factors may come in between purchase intention and decision. 1.) attitudes of others. If they say go for the cheap one, you most likely will 2.) Unexpected situational factors: Ex: you buy a car as a doctor, and lose your job and go brok |
|
|
Post purchase |
Encourage accurate expectations Satisfied or dissatisfied? depends on the relationship with the consumers expectation and the products perceived performance |
|
|
Perception: why is understanding perception so critical? |
What consumers perceive affect their actions what is perceived is not always true. Coke vs pepsi blind test, Google vs BIng Cheap alcohol better than expensive one |
|
|
Maslows Hiearchy of Needs |
Self actualization needs: self development and realization Esteem needs: self esteem status recognition Social needs: Sense of belonging and love Safety needs: Security, protection Physiological needs: Hunger, thirst |
|
|
Consumer Behavior: |
The buying behavior of final consumers, individuals, households that buy goods and services for personal consumption |
