Marketing Chapter 4 Immersion Core – Flashcards
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Consumer behavior
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the actions a person takes in purchasing and using products and services including mentl and social processes that come before and after purchase
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Purchasing decision process
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1. problem recognition, 2. Information Search, 3. Alternative Evaluation, 4. purchasing decision, 5. postpurchase behavior
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9 people
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How many people a dissatisfied customer will tell
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3 people
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how many people a satisfied customer will tell
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High Involvement purchases
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The item to be purchased is expensive, can have serious personal consequences, or can reflect on ones social image (Jeans and Butts)
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consideration set
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the brands a consumer considers buying out of the set of brands in a product class of which the consumer is aware
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Marketing strategy of a Low involvement product
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Maintaining product quality, avoiding stockouts, repetitive advertising methods
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Marketing strategy of a high involvement product
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Plying information to advertisements and utilizing comparative advertising
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Situational Influences
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1. purchase task, 2. social surroundings, 3. physical surroundings, 4. temporal effects (time of day or time available), 5. antecedent states (Customers mood or amount of cash on hand)
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Cognitive dissonance
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Post-purchase anxiety
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Motivation
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The energizing force that stimulates behavior to satisfy a need
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Psychological Influences on Consumer behavior
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Concepts such as motivation and personality, perception, learning, values and beliefs and attitudes, and lifestyles are useful in interpreting buying process
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Personality
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a person's consistent behaviors or responses to recurring situations
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Subliminal Messaging
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a person is being advertised to without knowing it.
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Perception
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The process of selecting, organizing and interpreting information to create a meaningful picture to the world
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Selective perception
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You are more likely to "see" an advertisement for McDonald's when you are hungry
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Selective comprehension
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interpreting information so that it is consistent with your attitudes and beliefs. Toro and the Snow Pup
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Perceived risk
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representing the anxiety felt because the consumer can not anticipate the outcomes of a purchase but believes there may be negative consequences
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Obtaining seals of approval, securing endorsements from influential people, providing free trials of the product, giving extensive user instructions, and providing warranties and guarantees...
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are all examples of strategies to reduce perceived risk
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Brand Loyalty
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favorable attitude toward and consistent purchasing of a brand over time
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psychographics
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analysis of consumer lifestyle
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VALS Frame work
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Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, Survivors
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Attitude change approaches
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changing beliefs about the extent to which a brand has certain attributes, changing the precieved importance of attributes, Adding new attributes to the product
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Personal Influence
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aspects include opinion leaders and word of mouth activity
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Word of mouth activity
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Most powerful and authentic form of information for consumers. BZZAgency employs people to do this job
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Reference groups
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people to whom an individual looks as a basis for self-appraisal or as a source or personal standards
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Associative group
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One to which a person actually belongs to. May be more inclined to buy a product based on what is said there
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Brand Community
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HOG owners are an example of this kind of group. Same with Corvette owners
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Aspiration group
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a group that a person wishes to be a member of or wishes to be identified with. Sports team or professional society
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Dissociative group
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is one that a person wish is to maintain distance from because of differences in values or behavior. Ambercrombie and Fitch paid Jersey Shore not to wear their clothes
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Consumer socialization
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the process by which people acquire the skills, knowledge and attitudes necessary to function as consumers
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Family Decision Making
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five roles of this process include: info gatherer, influencer, decision maker, purchaser, user
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Hispanic Buying Patterns
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1. Quality and brand conscious, 2. prefer American made goods that cater to Hispanic needs, 3. preferences influenced by family and peers, 4. advertising is a credible source of info, 5. Convenience is not an important trait. The main challenges is the diversity and language barrier
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African American Buyers
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Removing economic position, there are more similarities than differences in Caucasian and black buyers. Women spend more on make up,
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Asian Americans Petterns
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Fastest growing in the US. The most diverse culture in the lot of the US. Companies will have 8 or 9 different types of product to fit the need of different parts of asia. It is the most hard working, strong family ties, appreciation for education, and median family incomes exceed those of any group.
