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Marketing Business Program > Chapter 4 Consumer Behaviour > Flashcards

Chapter 4 Consumer Behaviour Flashcards

1
Q

Label and define the two types of buyers

A 
1. Consumer Markets
People - Personal use
Retail
2. Business Markets
Firms
Institutions
Governments
Non-Profit Organizations
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2
Q

Consumer Decision Making Process consists of 5 steps. What are they?

A
  1. Problem recognition
  2. Information Search
  3. Evaluation of alternatives
  4. Product Choice
  5. Post-Purchase evaluation
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3
Q

More details on problem recognition

A

The needs GAP
Difference between the buyers
1. Perceived desired state
2. Perceived current state

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4
Q

More details on Information Search

A
  1. Analyze the overall situation
  2. Reviews memory
  3. Surveys the equipment
  4. See what’s out there
  5. Search for something to provide a solution
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5
Q

More information on evaluation of alternatives

A
  1. Time to narrow down options
  2. compare pros and cons
  3. Review important characteristics
  4. Evaluation criteria - will differ from person to person
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6
Q

More information on product choice

A
  1. Decision making and commitment
  2. Use of heuristics
  3. Brand loyalty
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7
Q

More information on post purchase evaluation

A
  1. Review of the choice made
  2. Satisfaction/dissatisfaction
  3. Cognitive dissonance
    - Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance.
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8
Q

Internal influences include

A 
Perception
motivation
learning
attitudes
age
lifestyle
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9
Q

External influences

A

Situational
Physical
Time

Social
Cultural
Subculture
Social Class
Gender Roles
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10
Q

Perception

A

How people select, organize and interpret infromation

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11
Q

Exposure

A

refistering a stimulus through sensory receptors

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12
Q

Attention

A

The act of mentally processing information

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13
Q

Motivation

A

drive to satisfy needs being goal oriented

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14
Q

Attitudes

A

how one response to a stimulus based on evaluations

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15
Q

Personality and Influences

A
  1. Age
  2. Lifestyle
  3. Environment
  4. Social
  5. Gender Roles
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16
Q

Define involvement

A

The relative importance of perceived consequences of the purchase to customer

17
Q

Define perceived risk

A

The belief that choice of a product has potentially negative consequences, whether financial, physical, and or social

18
Q

Define consumer behaviour

A

The process involved when individuals or groups select, purchase, use and dispose of goods, services, ideas, or experiences, to satisfy their needs and desires

19
Q

Define problem recognition

A

The process that occurs whenever the consumer sees a significant difference between his current stat of affairs and some desired or ideal state; this recognition initiates the decision-making process

20
Q

Define Information search

A

The process whereby a consumer searches for appropriate information to make a reasonable decision

21
Q

Define search marketing

A

Marketing strategies that involve the use of internet search engines

22
Q

Define Search Engine Optimization (SEO)

A

A systematic process of ensuring that your firm comes up at or near the top of lists of typical search phrases related to your business

23
Q

Define Search Engine Marketing (SEM)

A

Search marketing strategy in which marketers pay for ads or better positioning

24
Q

Define behavioral targeting

A

The marketing practice by which marketers deliver advertisements for products a consumer is looking for by watching what the consumer does online

25
Q

Define evaluative criteria

A

The dimensions consumers use to compare competing product alternatives.

26
Q

Define heuristics

A

A mental rule of thumb that leads to a speedy decision by simplifying the process

27
Q

Define brand loyalty

A

A pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand, based on the belief that the brand makes products superior to those of its competition

Marketing Business Program (6 decks)

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