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consumer behavior

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processes a consumer uses to make purchase decisions; also how customers use and disposal of a product

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consumer decision making process

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a 5 step process used by consumers when buying goods or services

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Internal information searches are used for products that are

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Low cost items and frequently purchased

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External information: Need less information

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Less risk, more knowledge, more product experience, low level of interest, confidence in decision

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External information: need more information

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More risk, less knowledge, less product experience, high level of interest, and lack of confidence

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An external information search is especially important when there are

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High cost associated with making an incorrect decision

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Evoked set (consideration set)

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Group of brands, resulting and information search, from which a buyer can choose consumers most preferred alternatives

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Cognitive dissonance

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inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions

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Customers can reduce dissonance and be more satisfied by

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Justifying the decision, seeking new information that reinforces positive ideas about the purchase, avoiding information that contradicts the purchase decision, in revoking the original decision by reinforcing the Product

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Involvement

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The amount of time and effort a buyer invest in the search, evaluation, and decision process

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Five factors influencing decisions

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Level of consumer involvement, length of time to make decision, cost of good or service, degree of information search, and number of alternatives considered

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Routine response behavior

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Little involvement in selection process, frequently purchased low cost goods, may stick with one brand by first evaluate later in quick decision

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Components of culture

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Values, language, myths customers, rituals, lives and material artifacts

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Culture is

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Pervasive, functional, learned, and dynamic

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Value

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Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct... are the most defining elements other culture

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Subculture

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A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group

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Social class

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a group of people and society who are considered nearly equal in status or community esteem, who regularly socialize among themselves with formally and informally, and who share behavioral norms

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Social class measurements

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Occupation, education, wealth, income, and other variables

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Impact of social class on marketing

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A marketing tool in the United States, social class is used for lifestyle distinctions between groups

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Social influences

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Reference groups, opinion leaders, family

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Reference groups

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Groups in society such as family, friends, or a professional organization, that influences an individual's purchasing behavior... Face to face membership groups that touch people's lives directly

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Direct reference groups

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-Primary (family roommates) -secondary (church & clubs)

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Indirect reference groups

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Aspirational and non aspirational

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Influences of reference groups

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Serve as information sources and influence perceptions. They affect an individual's aspiration levels. Their norms either constrain or stimulate consumer behavior.

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Norm

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A value or attitude deemed acceptable by a group

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Family

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Often the strongest force of a group influence upon the individual for many purchases

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Purchase process roles in the family

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Purchasers, consumers, decision makers, initiation, and influencers

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Socialization process

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The passing down of cultural values and norms

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Individual factors that affect consumer buying decision are

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Gender & age

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The family life cycle

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Consumers attitudes and behavioral tendencies change their maturity, experience, and changing income and status

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Personality

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Composite of psychology makeup and environmental forces

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Self concept

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How consumers perceive themselves in terms of attitudes, perceptions, beliefs, and self evaluation

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Lifestyle activities interest, and opinions

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Affect consumer buying decisions

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Psychological influences

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Perception, motivation, learning, beliefs and attitudes

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Perception

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Process by which people select, organize, and interpret stimuli into a meaningful coherent picture

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Selective exposure

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Consumer notices certain stimuli and ignores others

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Selective distortion

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Consumer changes or distorts information that conflicts with feelings or beliefs

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Selective retention

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Consumer remembers only that information that supports personal feeling

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Marketing implications of perception

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Important attributes, price, brand names, quality and reliability, threshold level of perception, product or repositioning changes, and foreign consumer perception

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motive

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A driving force that causes a person to take action to satisfy specific needs

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Maslow's hierarchy of needs (lowest to highest)

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Physiological, safety, social, esteem, and self actualization

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Learning

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The process that creates change in behavior

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Types of learning

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Experiential and conceptual

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Experiential learning

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An experience changes behavior

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Conceptual learning

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Not learned through direct experience

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Stimulus generalization

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A form of learning that occurs when a response is extended to a second stimulus similar to the first

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Stimulus discrimination

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Learned ability to differentiate between similar objects (i.e. brands)

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Belief

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An organized pattern of knowledge that individual holds as true about his or her world

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Attitude

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Learn tendencies to respond consistently toward a given object

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