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;
19 Cards in this Set
- Front
- Back
|
Profile - what it’s made up of |
Demographic Family life stage Socio economics Geographic |
|
|
Contributions to studying consumers (crude) |
Psychology - study of thought process Sociology - study of how groups influence behaviour Anthropology - study of human cultures Economics - study of supply and demand All went to consumer behaviour theory - the study of behaviour of consumers |
|
|
Behavioural segmentation |
Attitude towards product Benefits sought Buyer readiness stage Purchase occasion Usage Purchase behaviour |
|
|
Usage loyalty and purchase behaviour |
Non minor, major or solid user? Buy in bulk or small size? Frequency/ regularity Of purchase ? Top up shopper or one stop shopper? |
|
|
PEN portrait |
Informal description of a person or group of people which will include age and other ‘hard’ variables, but will focus on softer dimensions such as attitudes, appearance and lifestyle - allows segmentation and targeting in terms of who, what, where, when, how and why? |
|
|
PEN picture check list |
Profile - age, gender, ethnicity, class, location, family life stage Psychographic description- lifestyle & personality Behavioural description - benefits sought, usage rate, purchase situation , loyalty etc |
|
|
Psychographics |
Customers in same demographic group can exhibit much differ psychographic profiles - Lifestyle - personality |
|
|
Personality |
Extrovert - louder, social animal, impulsive, seek stimulation and advice Introvert - quieter, internalising, seek structure solutions in advance Ambivert - balance of extrovert and introvert in personality |
|
|
Lifestyle dimensions |
Make up a pen picture - create rich pictures Activities: work, hobbies, social life, entertainment, leisure etc Interests: family, job, fashion, media, achievement etc Opinions: themselves, social issues, politics, future, past etc Demographics: age, sex, income, life cycle etc |
|
|
Lifestyle patterns |
Succeeder - control Reformer - enlightenment Explorer - discovery Aspirer - status Struggler - escape Resigned - survival Mainstream - security |
|
|
Resigned values |
Value of survival arising from feeling that world slipping from grasp. Focus on: - past orientation, resistance to change - responsive to authority - duty/ self sacrifice - strong opinions on what must be done - roles and rules - women place in home, men in army - national chauvinism - enjoyment of quiet life |
|
|
Resigned communication |
- Right thing to use eg expert opinion - look to past: class hierarchy was persuasive - simple and straightforward - avoid sexual colours, sensual messages, forget hormones |
|
|
Resigned brands |
Brand on pedastal Ethical values Pleasure of good bargain |
|
|
Consumer behaviour (users and usage) Blackwell |
Back (Definition) |
|
|
Experience and style |
Back (Definition)
|
|
|
Cognitive dissonance |
Mental mismatch between what you expect and what you get - disappointment and frustration - driven to search for other solution and avoid disappointment in future - needs retrieving quickly |
|
|
Language of advertising |
Advertising seeks to be noticed and make a ‘call to action’ Messages are carefully targeted and tailored to attract target audience ‘Copy platforms’ are established Creatives ‘interrogate’ users, finding out everything about profile, psychographics and behaviour to determine best way to persuade A ‘promise’ is made and ‘triggers’ engaged |
|
|
Emotional drive |
Ego, sex, companionship, self esteem, curiosity, reward, fear, love etc |
|
|
Rational motivation |
For a product based on: Performance, reliability, appearance, comfort, ease of use, availability |
