slides that could be relevant 1 Flashcards
consideration of options
Universal (all possible options)
Awareness (options one is aware of)
Evoked (options one can recall)
consideration set (Options one will consider)
lower is smaller circle
Low effort consumer decision making process is also referred to as
Heuristic consumer decision making process
culture
The characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music and arts
We adopt culture through socialization
Example babies wrapped in blue vs pink
Pink: More smiling at the baby, more cuddly, dolls/stuffed animals
Blue: More physical play
Animate baby to explore the room and be physcially active
Toy cars and trains
norms
What is appropriate
what does culture shape
Behavior (words actions)
Interpretation (core values reflect in daily life)
Core values
Core values
Good/bad
right/wrong
Desirable/undesirable
Generally targeting to sub-groups/subcultures/ethnicities is
Costly and might sometimes harm your brand
objective indicators of social class
Income
Occupation
Ownership
living situation
Education level
Values and norms
What do you have to do when market research isnt enough to understand a target group of consumers
Live with the consumers to understand their needs and aspirations
horizontal social mobility
Change in social situation that does not affect status
why do we conform
To learn
e.g. puppies in a pack of wolves
how should we think of consumers
Stimulus on an organism to create a response
E.g. Marketing stimuli price, product, promotion, place (s) –> consumer behavior theories (o) –> purchase, positie word of mouth, loyalty behaviors (R)
consumer decision process model
Need recognition
Search for information
Pre-purchase evaluation of alternatives
Purchase
Consumption
Post-consumption evaluation
Disposal
(information search) internal
Retrieval from memory
