Marketing- Topic 5: Consumer Behavior – Flashcards

model that tries to show how people make purchase decisions. Theories

Need Recognition- consumer realizes they have some want need or desire

Determination of involvement level- involvement level means how much effort the consumer is going to put into making the decision and purchase. 1. High Involvement-go through all six steps, occurs with high risk- what makes a purchase high risk?: expensive, length of ownership, lots of alternatives. Ex: shopping, research reviews, ask friends

Identification of Alternatives- occurs with high involvement, means finding out what the choices are

Evaluation of Alternatives- occurs with high involvement, means finding out what choice is best. Use evaluative criteria (something the choice can be based on) ex for buying a car: miles, recalls, price

Purchase Decision- what to buy and where. 1. product buying motive- reason for buying a product or brand 2. patronage buying motives- reasons for buying from a particular source

Post purchase behavior- product use, product and or package disposal -cognitive dissonance( buyers remorse or second thoughts), marketers want to reduce because they want positive reviews or word of mouth, repeat purchase, avoid returns

purchased with out much effort (low involvement) 1. impulse good- unplanned purchase 2. emergency good- immediate need, consumer doesn't have time to put into making a decision. ex: running out of gas

purchased with effort (high involvement) 1. homogeneous shopping good- consumer believes all brands are the same. decision based on price 2. heterogeneous shopping good- consumer perceives differences btw the brands, market quality and features

the product is important to the consumer, consumer has a lot of product knowledge, consumer is likely to have brand insistence ( consumer will only buy one brand because they believe it is the best)

the consumer does not recognize a need for the product, could be because the consumer doesn't need the product or the consumer needs the product but doesn't know it.

things that can impact what and why consumers buy, useful for target marketing

socio-economic class based on source of income, use because source of income is a better predictor of buyers behavior than amount of income. 1. Upperclass- consumers who do not need employment for income, consumer behavior: only class that spends more on services than products 2. upper middle class- professionals like doctors and lawyers and upper management. consumer behavior: conspicuous consumption- buying to show off success, more common in this class 3. Lower middle class- white collar jobs (office, sales, small business owner) consumer behaviors: conformity is a more powerful influence 4. Upper lower class- blue collar jobs (skilled labor like factory, construction, farming) consumer behavior: make greater percentage of purchases on credit than any other class 5. lower lower class- unskilled labor like unemployment. consumer behavior: compensatory consumption- buying something nice to make up for other things the consumer cant afford

group consumer looks to as a model for behavior including consumer behavior 1. Primary reference group- a group you actually belong to and have a lot of contact with like family or friends, has most influence on buying behavior but is hard to use in marketing 2. Secondary reference group- a category you fit into, ex: other ppl your age 3. Aspirational reference group- a group you do not belong to but would like to, ex: ppl who have a job you would like to have

roles an individual can play in a household buying decision 1. influencer- anyone who can influence the decision 2. user- anyone who uses the product 3. decider- anyone who makes the decision to buy 4. buyer- anyone who negotiates the purchase ( goes to the store)

(in a sense we are teaching people to buy) stimulus- response theory, Pavolv, drooling dog guide 1. drives (motives: what causes action)- hunger(some want need or desire of the consumer) 2. cues (provides direction to the response)- bell (ad) 3. responses( what happens)- dog drool ( product purchase) 4. reinforcement (gets the behavior to repeat)- food (product satisfaction) Pavolv found that a greater stimulus= a greater response

something that causes action, in marketing could be a need want or desire 1. Classification- maslow heirachy of need: Maslow attempted to rank order needs in the order that would be satisfied, just a theory a) self actualization- need to feel good about yourself b) esteem- need to have other ppl look up to you c) social- need for love and friendship d) safety- need to feel safe and secure e) physiological- biological like hunger and thirst Value to marketing: try to craft appels that work on multiple level so the appeal will be effective with a larger market 2. Applications- Hertzbergs theory: an individual perceives a object (product) as a bundle of attributes a) dissatisfiers, hygiene factors- attributes that cant attract (wont motivate to buy) but if the attribute is missing the object is undesirable (wont buy) b)satisfiers, motivators- attributes that can attract (can motivate to buy) only market the satisfiers

an individual's impression (attitude) about an object 1. influences on perception of an object (product) a) physical character- a fact about the product b) Gestalt principle- an individual's perception of an object is influenced by the objects surroundings used often in advertising for ex: showing good looking ppl in a car c) individuals condition- if you are in a good mood the object looks better to you d) others influence- other peoples opinions 2. reactions to stimuli (info) received about an object for ex your friend tells you your shoes are nice. a) selective exposure- you notice what is important to you b) selective distortion-you interpret info to fit your preconception, if you already like something you will interpret new info positively.

An opinion you have about yourself. Important in marketing because ppl tend to buy things that fit into their self concept. 1. actual- what you really think of yourself 2. ideal- what would you like to think of yourself 3. others- what you think others think of you