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15 Cards in this Set
- Front
- Back
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Consumer Behavior
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The process by which individuals or groups select,use,or dispose of good,services,ideas,or experiences to satisfy needs and wants
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Three Roles of Consumers
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users, payers, and buyers
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Who are Users and what are they concerned about?
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Are consumers who actually use the product.
Concern:product features and how succesfully the product can be used |
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Who are Payers and what are they concerned about?
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Consumers who pay for a product
Concern: Price and the inherent financial considerations ex: "O down and o% interest till 2005" would be targeted towards them |
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Who are buyers and what are they concered about?
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Consumers who actually purchase the product and are concerned with logistics of purchasing product
ex:determine whether to purchase a product at a traditional retain center,by phone,or online |
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What is the Consumer Buying-Descion Process
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a five-state process by which consumers make buying decisions
1.problem recognition 2.informatin search 3.alternative evaluation 4.purchase 5.post-purchase evaluation |
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What descions does the consumer buying-decions process address?
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-whether to purchase
-what to purchase -when to purchase -from whom to purchase -how to pay for it |
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What influcenses the buying -descions process?
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Psychological factors,social factors,situational factors, and technological factors
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Problem recognition
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the first step in the consumer buying descion process.
Occus when consumer realize that they need to do something to get back to a normal state of comfort |
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Needs
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Are unsatisfactory conditions that prompt consumers to an action that will make the conditions better
*driven by a person's discomfort with physical and psychological conditions |
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Wants
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Are desires to obtain more satisfactions than is absolutely necessarey to impove an unsatisfactory condtion
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Two types of probelms that consumers may face
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Routine and Latent
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Routine Problem
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A probelm that can be recongized
ex.knowing you are goin to run out of mile and make a note to yourslef to replenish this product |
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Latent Problem
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May not be aware that you have a problem because you have not given it enough thought.
ex.marketers sent remindrs about regular or preventive maintenance for automobils, or they may offer new and attracticve price or promotion offerings that make you reconsider your habitual behavior |
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Information Search
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the 2nd stage in the consumer buying-decision process when consumers collect information on a select subset of brands
*can be as simple as scanning memory to rem. what product/brand bought the last time...can be subconsciious seach for info. *search rarely includs every brand in existance |
