Chapter 3 Flashcards
(47 cards)
are people who buy goods and services but may not use the merchandise themselves.
Customers
is a person who uses a product or service and is often called an “end user”.
Consumer
Customer buying behavior in retail refers to how people ____, _______ , ________ , _____ products or services to meet their needs and wants in a retail setting.
choose, buy, use, or discard
Factors influencing Consumer Behavior
Situational, Personal, social, psychological
Temporary factors like store location, layout, lighting, music, and scent, as well as holidays, time, and consumer moods.
Situational Factors
Demographics (age, gender, income), interests, opinions, and lifestyle choices influence consumer behavior.
Personal Factors
Social class, education, family, friends, and cultural background shape buying decisions
Social factors
A person’s perception, understanding, and mindset affect how they respond to marketing and make purchases.
Psychological Factors
Customer buying Stages
- Recognition of need
- Information search
- Evaluation of Alternatives
- Purchase decision
- Post-Purchase Evaluation
The measurement of how a business, product, or service meets, falls short, or exceeds the expectations of existing and potential customers.
Satisfaction Level
is the level of satisfaction customers experience after interacting with your company, product, or service
Customer happiness
To gain life-long customers, it’s more important than ever to keep customers ____________
delighted.
isa universally recognizable symbol, character, pattern, or situation that recurs across cultures and time, representing fundamental aspects of the human experience.
Archetype
Always on the lookout for the best deal.
Spend time comparing prices and looking for discounts and are more likely to be influenced by promotions and sales
Value Seeker
Also known as Bargain seeker
Value seeker
Loyal customers prefer certain brands or stores due to positive experiences, product quality, and emotional connection.
Often make repeat purchases and are less price-sensitive.
Loyalist
This type of customer makes spontaneous purchases with little prior planning or research. Emotions or the immediate appeal of a product often drive their buying decisions.
Impulse Buyer
Outgoing and energetic, with a focus on the goals that they need to achieve. They work best within a structure where the rules and the rewards are known so that they can measure their level of achievement and success.
Confident go getter
They are extremely hard-working, persevering and persistent, to the point of being workaholics. They firmly believe in “what you put in, you get back out”. - they will do whatever it takes to get where they want to go!.
Confident go getter
They take a deliberate approach to shopping, spending considerable time gathering information, reading reviews, and comparing features before purchasing.
They value informed decision-making and are less likely to be influenced by aesthetics.
Researchers
This persona prioritizes products and brands that align with their personal values, such as sustainability, fair trade, and ethical manufacturing practices.
They are willing to pay a premium for environmentally friendly or socially responsible products.
Ethical shopper
This persona has pragmatic approach that can also influence their consumer behavior.
Pragmatic providers
Ex: Fathers and single moms often prioritizing needs over wants and making decisions that benefit the family as a whole
Pragmatic providers
This Filipino consumer behavior is significantly influenced by peer pressure, with social groups and recommendations playing a key role in purchasing decisions, especially among young people and in e-commerce
Aspiring Urbanites
