chapter 4 Flashcards
(18 cards)
consumer
the person who buys or uses products
- must know their beliefs, attitudes, opinions, habits, and buying behaviors thoroughly
consumer behavior
behavior of consumers in the marketplace of products and services, processes they go through when buying or using products
3 factors influence purchases
demographics
psychographics
social elements
demographics
age, gender, employment, education, etc. explain “who”
psychographics
perceptions, attitudes, and motivations, explain the “why” they buy
social elements
family, friends, social media influences
target audience
people watching shows where the ad is played
target market
a specific group of ppl with common interests, ideals, values, and needs, ppl most likely to buy the product
segmentation
take the target audience and divide it into groups of potential buyers
purchase funnel
awareness
consideration
purchase
loyalty
advocacy
awareness
desire for more info ex: NEED for a new car
consideration
gather info, solution for need, filler info
purchase
decides choice has value, emotions, the product has value
loyalty
develop a relationship with the brand, regular purchaser
advocacy
brand ambassador, talk about and support brand
geographics
place
lifestyle
the way a person lives their lives, the mode of living, social relations, dress, consumptions, habits, taste, etc.
buying behavior
consumers’ attitudes, preferences,and decisions of the consumer when buying products or services
