4 - CONSUMER MARKETS AND BUYER BEHAVIOR

Question 1

buying behavior of final consumers - individuals and households that buy goods and services for personal consumption

Answer 1

consumer buyer behavior

Question 2

all the individuals and households that buy or acquire goods and services for personal consumption

Answer 2

• consumer market

Question 3

what is the model of consumer behavior?

Answer 3

stimulus-response model of buyer behavior

Question 4

characs affecting consumer behavior

Answer 4

• cultural
• social
• personal
• psychological

Question 5

set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

Answer 5

culture

Question 6

significant change in the beliefs, values, practices, or social norms of a society or community.

Answer 6

cultural shift

Question 7

how is social class measured?

Answer 7

through income, actions and behaviors, attitudes

Question 8

importance of subculture to a marketer?

Answer 8

for segmentation

Question 8

integrating ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing

Answer 8

total marketing strategy

Question 9

group of people with shared value systems based on common life experiences and situations; include religions, racial groups, geographic regions

Answer 9

subculture

Question 10

relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors

Answer 10

social class

Question 11

groups that have direct influence and to which a person belongs

Answer 11

membership groups

Question 11

importance of social class to a marketer?

Answer 11

to know their buying behavior

Question 12

serve as direct or indirect points of comparison or reference in forming a person’s attitudes and behavior

Answer 12

reference groups

Question 13

person within ref group who because of special skills knowledge personality or other charac, exert social influence on others

Answer 13

opinion leader

Question 13

true or false: importance of group influence varies across products and brands

Answer 13

true

Question 14

personal words and recos of trusted friends, family, associates and other consumers

Answer 14

word of mouth influence (recos, feedback, testimonials)

Question 15

enlisting established influencers or creating new influencers to spread the word about the company’s brands

Answer 15

influencer marketing

Question 16

• most important membership group and consumer buying org in society
• marketers interested in their each role and their influence to one another’s purchases

Answer 16

family

Question 16

• activities people are expected to perform accdg. to people around them
• ppl choose products appropriate to their ____ and ____

Answer 16

roles; roles and status

Question 17

what are the personal factors?

Answer 17

• occupation
• age and stage
• economic situation
• lifestyle
• personality and self-concept

Question 18

• affects goods and services bought
• companies can specialize in making products needed by a given ____

Answer 18

occupation

Question 19

• preferences are often ___ related
• changes result from life-changing events

Answer 19

age and life stage

Question 20

• affects store and product choices
• trends in spending, personal income, savings, and interest rates
• redesign, reposition, reprice

Answer 20

economic situation

Question 21

- a person's pattern of living as expressed in his or her psychographics - measuring consumer's AIO dimensions

Answer 21

lifestyle

Question 22

what is AIO?

Answer 22

- activities: work, hobbies, shopping, sports, social events - interests: food, fashion, family, recreation - opinions: oneself, social issues, business, products

Question 23

- unique psychological characs that distinguish a person or group - described in terms of traits - brands also have personalities

Answer 23

personality and self-concept

Question 24

five brand personality traits?

Answer 24

- sincerity - down to earth, honest, wholesome, cheerful - excitement - daring, spirited, imaginative, up to date - competence - reliable, intelligent, successful - sophistication - glamorous, upper class, charming - ruggedness - outdoorsy, tough

Question 24

specific mix of human traits that may be attributed to a particular brand

Answer 24

brand personality

Question 25

- people's possessions contribute to and reflect their identities - we are what we consume

Answer 25

self-concept/self-image

Question 26

need that is sufficiently pressing to direct person to seek satisfaction of the need

Answer 26

motivation / drive

Question 27

human needs are arranged in a hierarchy

Answer 27

- Abraham Maslow Theory of Needs

Question 27

process by which people select, organize, and interpret info to form a meaningful picture of the the world

Answer 27

perception

Question 27

people are largely unconscious about the real psychological forces

Answer 27

- Sigmund Freud theory

Question 28

what are the 3 perceptual processes?

Answer 28

- selective attention - selective distortion - selective retention

Question 29

tendency to interpret info supporting what they believe

Answer 29

selective distortion

Question 30

tendency to screen info

Answer 30

- selective attention

Question 31

likely to remember good points

Answer 31

selective retention

Question 32

changes individual's behavior arising from experience

Answer 32

learning

Question 33

- descriptive thought that a person holds abt smth - based on real knowledge, opinion, faith; may or may not have emotional charge

Answer 33

belief

Question 34

- expensive, risky, purchased infrequently , and highly self-expressive - information gathering and evaluation behavior

Answer 34

complex buying behavior

Question 34

- person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea - fit products into existing attitude patterns

Answer 34

attitudes

Question 35

- expensive, risky, purchased infrequently , and highly self-expressive - quick buying behavior

Answer 35

dissonance-reducing buying behavior

Question 36

- habit rather than brand loyalty - does not pass through belief-attitude-behavior - passive learning --> purchase behavior

Answer 36

habitual buying behavior

Question 37

- brand switching - belief --> purchase --> evaluation

Answer 37

variety seeking buying behavior

Question 38

- sum of ongoing experiences consumers have with a brand that affect their buying behavior, engagement, and brand advocacy over time - shapes behavior and attitude

Answer 38

THE CUSTOMER JOURNEY