Factors influencing consumer behaviour Flashcards
(43 cards)
Define Marketing source
those under the control of marketers, such as advertising and personal selling
Non-marketing sources
The media & organisations, Opinion leaders, Influencers, Market mavens, Reviewers, Reference groups
The media and organizations
Various channels (like newspapers, TV, blogs, and websites) that communicate information about products, services, and events
Define opinion leader
a person whos knowledgeable in a specific category/product, who help interpret products that come into the market etc.
Define Influencers
A type of (biased) opinion leader, often using online media and social platforms to promote products—sometimes for personal branding or commercial gain.
Define Market mavens
Like opinion leaders, however know many more things/ look at more market trends, however are not AS specialized in one area as opinion leaders are
Define Reviewers
Someone, often an everyday consumer, who shares personal evaluations and experiences with products or services, typically online.
Define reference groups
A set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, and/or behaviours
Aspirational reference group
a group that we admire and desire to be like but are not currently a member of
Associative reference group
a group to which we currently belong
e.g. Brand community is a specialized group a structured set of relationships involving a particular brand
Dissociative reference group a group we do not want to be associated with)
a group we do not want to be associated with
Offline tool
traditional, non-digital methods marketers use to affect consumer behavior, such as ads, brochures, events, and personal interactions alongside influence from nonmarketing sources like friends, doctors, or strangers through face-to-face communication.
Online tool
digital platforms marketers and consumers use to share, promote, and react to brand content—especially via social media, where people share for inclusion, self-presentation, connection, and influence.
One-to-one tool
tools involve personalized, two-way communication, like chats, emails, or conversations, making them highly persuasive
One-to-many tool
tools involve a single source reaching many people at once, like websites or social media posts, offering wider reach but less personalization
Informativeinfluence
The extent to which sources influencing consumers simply by providing information
Normative influence
Social pressure designed to encourage conformity to the expectations of others
○ Brand-choice congruence
○ Conformity
○ Compliance vs reactance
Word-of-mouth influence
Influence delivered verbally, either offline/online and to either one person or many
○ Positive vs negative
○ Pervasive & persuasive
○ Social media word-of-mouth
Household influences
Household, family, structure, roles/tasks
Define Household
One or more individuals who share the same dwelling or housing unit
Define Family
A group of individuals living together who are related by marriage, birth or adoption
Changing household characteristics
- Delayed marriage and cohabitation
- Dual careers
- Divorce
- Smaller families
- Same-sex couples
Household roles and tasks definition and key points
Activities that members of the household perform in making a household decision
- Who identifies that they are running out of something? - Who makes the final purchase decision? - Who does the search for which product(s) they need? - Who will pay for the purchase? - Who will influence the final purchase decision? - Who will use the purchased product?
Define social class (aka SES)
The grouping of members of a society according to the status from high to low
- Status = income, occupation & education, residence area, possessions, family background, inheritance
- Working class
- Middle class
- Upper middle class
