Chapter 5 Flashcards
(27 cards)
Define consumer buying behavior
What do these add up to make?
How many people does the American consumer market have?
The buying behavior of final consumers - individuals and households who buy goods and services for personal consumption
The consumer market
320 million
Give the 3 stages in the model of consumer behavior
Which 2 elements are in the environment
- The environment (inputs)
- Buyer’s black box (consumers themselves)
- Buyer responses (outputs)
- Marketing stimuli (4Ps)
- Other (economic, technological, social, cultural)
Which 2 elements are in the buyer’s black box?
Which 3 elements are in the buyer’s response stage?
- Buyer’s characteristics
- Buyer’s decision processes
- Buying attitudes and preferences
- Purchase behavior
- Brand engagements and relationships
Give the 4 factors that affect consumer behavior
- Cultural (macro)
- Social (macro)
- Personal (micro)
- Psychological (micro)
Define culture
Define subculture
Give 3 examples of subcultures
The most basic cause of a person’s wants and behaviors
Groups of people with shared value systems based on common life experiences and situations
- African-American - growing
- Asian-American - most affluent
- Hispanic - more than 55 million consumers
Define total marketing strategy
Define social classes
Give 4 examples of how social class can be measured
The practice of including ethnic themes and cross-cultural perspectives within their mainstream marketing
Society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors
- Occupation
- Income
- Education
- Wealth
What’s the main difference between cultural and social?
What are social factors about?
Give the 3 main elements in the social factors
Cultural is about one particular group, whereas social affects a whole society
Interpersonal relationships - relationships with others
- Groups and social networks
- Family (most important consumer buying group in society)
- Roles and status
Give the 4 main elements in the groups and social networks category and explain each
- Word-of-Mouth Influence (personal words/recommendations of trusted people)
- Opinion Leaders (people within a reference group who exert social influence on each other)
- Buzz Marketing (enlisting or creating opinion leaders who serve as brand ambassadors to spread the word about products/services)
- Online Social Networks (online communities where people socialize or exchange opinions)
What are the 3 types of reference groups?
Which 2 things vary husband-wife involvement
Give 4 facts about changes in family buying habits
- Membership
- Aspirational
- Dissociative
Product category, stage in buying process
- 50% of men regularly grocery shop
- Women outspend men on tech
- Women influence 80% of all car purchases
- Kids and tweens influence 80% of all household purchases
What is a role?
What is a status?
The activities people are expected to perform
Each role carries a status reflecting the general esteem given to it by society
Give 5 personal factors
- Occupation (affects goods/services bought)
- Age and Life Stage (tastes in product categories such as food and clothes may change)
- Economic Situation (affect product choice)
- Lifestyle
- Personality and Self-Concept
Define lifestyle
What are AIO dimensions? Give 3 examples of each
A person’s pattern of living as expressed in his or her psychographics
- Activities (work, hobbies, social events)
- Interests (food, fashion, recreation)
- Opinions (about social issues, businesses, products)
Define personality
Define brand personality
Give the 5 brand personality traits and 2 examples of each
The unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment
The specific mix of human traits that may be attributed to a particular brand
- Sincerity (down-to-earth, honest)
- Excitement (daring, spirited)
- Competence (reliable, intelligent)
- Sophistication (upper-class, charming)
- Ruggedness (outdoorsy, tough)
What is self-concept/self-image?
Give the 4 psychological factors
The idea that people’s possessions contribute to and reflect their identities - ‘we are what we have’
- Motivation
- Perception
- Learning
- Beliefs and attitudes
Define motive/motivation
What is motivation research?
What do marketers use interpretive consumer research for?
A need that is sufficiently pressing to direct the person to seek satisfaction
Qualitative research designed to probe consumers’ hidden, subconscious motivations
To dig deeper into consumer psyches and develop better marketing strategies
Give 2 points about Maslow’s Hierarchy of Needs
- We take care of most pressing needs first, others follow
* Brands target different consumers based on their needs (e.g. if targeting parents, may target safety needs)
Give the 5 needs in the hierarchy from most pressing to least pressing, and give 2 examples of each
- Physiological (hunger, thirst)
- Safety (security, protection)
- Social (sense of belonging, love)
- Esteem (self-esteem, recognition)
- Self-Actualization (self-development, realization)
Define perception
Give and define the 3 elements in the perception process
The process by which people select, organize and interpret information to form a meaningful picture of the world (consumers behave based on perception)
- Selective Attention - The tendency for people to screen out most of the info to which they are exposed
- Selective Distortion - The tendency of people to interpret info in a way that will support what they already believe
- Selective Retention - The retaining of info that supports their attitudes and beliefs
What is subliminal advertising?
Give 1 point about it
Marketing messages received without consumers knowing it, people subconsciously catch message
•No link between subliminal advertising/messages and consumer behavior
Define learning
Define drive
When does a drive become a motive?
Define cues
What happens if the response satisfies you?
Changes in an individual’s behavior arising from experience
A strong internal stimulus that calls for action
When it is directed toward a particular stimulus object
Minor stimuli that determine when, where and how the person responds
You’ll do the behavior again - brand loyalty
What is a belief?
What is an attitude?
How do they link?
What can an attitude do?
A descriptive thought that a person has about something (more cognitive)
Describes a person’s relatively consistent evaluations, feelings and tendencies toward an object or idea (more affective)
Attitudes are made up of beliefs
Predict consumer behavior
Name the 5 stages of the buyer decision process
- Need Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Postpurchase Behavior
Define need recognition
Which 2 things can the need be triggered by?
The buyer recognizes a problem or need, they look at their current state and see gap to reach ideal state
- Internal stimuli (personal need becomes drive)
- External stimuli (e.g. advert, discussion)
Give 4 sources consumers can obtain information from
Does the information source stage always occur?
- Personal (family, friends)
- Commercial (adverts, salespeople)
- Public (media, Internet searches)
- Experiential (handling and using a product)
No
