Flashcards
Chapter 5 Consumer behaviour
Cards in this deck (63)
- 1CropCredible opinions
- 2Consumer behaviourThe actions that a person takes in purchasing and using products, services including the mental steps they take to complete this purchase.
- 3Purchase decision process 5 steps1) Problem recognition
2) Information search
3) Alternative evaluation
4) Purchase decision
5) Post purchase behaviour - 4Problem recognitionInitial step in the purchase decision, perceiving a difference between a persons ideal and actual situations that is big enough to trigger a decision
- 53 main sources for information research1. Personal sources
2. Public sources
3. Marketer dominated sources (advertising, company sites) - 6Awareness setThe brands you become aware of during your search
- 7Evaluative criteriaFactors that represent both the objective attributes of a brand
- 8Consideration setThe group of brands that a consumer would consider acceptable from all the brands they are aware of
- 9Purchase decision1. From whom to buy
2. When to buy - 10Post purchase behaviourAfter buying a product the consumer compares it with their expectations and they are either satisfied or dissatisfied
- 11Cognitive dissonanceAnxiety that you chose to buy the wrong product for your needs
- 123 reasons why a decision could be high involvement1. The product is expensive
2. Can have serious personal consequences
3. Could reflect their social image - 13InvolvementSome consumers do not do the full 5 step process overtime they need to get something, they may skip or minimize one or more steps depending on their level of involvement
- 14Extended problem solvingWhere all 5 steps are used in the purchase decision
- 15Limited problem solvingConsumers may ask a friend or relative to speed up process
- 16Routine problem solvingConsumers see the problem and solve it with little thinking to go into it. Ex: out of milk, go get more
- 17Marketing with low involvement1. Maintaining product quality
2. Avoiding stock-out so consumers don't use competitors products
3. Reinforcing advertising messages to assure buyers they made the right choice - 18Marketing with high involvementTo always be providing information about the product
- 195 situational influences1. The purchase task
2. Social surroundings
3. Physical surroundings
4. Temporal effects
5. Antecedent states - 20How do marketers use psychology ?Helps them understand how and why consumers behave as they do. Particularly motivation and personality, as well as perception, learning ,values, beliefs, attitudes and lifestyle
- 21MotivationThe energizing force that causes behaviour that satisfies a need
- 22Physiological needsNeeds that are basic for survival and must be satisfied first
- 23Safety needsInvolve selve preservation and physical well being
- 24Social needsThe need of friendship and love
- 25Personal needsAre represented by the need for achievement, status, prestige and self respect
- 26Self actualizationInvolves personal fulfillment such as completing your degree
- 27PersonalityRefers to a persons consistent behaviours or responses to re-occuring situations
- 28National characterA distinct set of personality-characteristics comm among people of a country or society
- 29Self conceptThe way people see themselves and the way they believe others see them
- 30The ideal selfDescribes how people would like to see themselves. These two self "images" are reflected in the products and brands a person buys
- 31PerceptionThe process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
- 32Selective perceptionThe human brain attempting to organize and interpret information through a filtering system
- 334 stages of selective perception- Selective exposure
- Selective attention
- Selective comprehension
- Selective retention - 34Subliminal perceptionMeans that you see or hear messages that you are not aware of
- 35Perceived riskRepresents the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences
- 36Learningrefers to those behaviours that result from
1. Repeated experience
2. Thinking
Much consumer behaviour is learned - 37Behavioural learningThe process of developing automatic responses to a situation built up through repeated exposure to it
- 384 variables of how consumers learn from repeated experienceDrive, cue, response, reinforcement
- 39Stimulus generalizationOccurs when a response elicited by one stimulus (cue) is generalized to another stimulus
- 40Stimulus discriminationRefers to a persons ability to perceive differences in stimulus
- 41Cognitive learningConsumers also learn through thinking, reasoning, and mental problem solving without direct experience. Making connections between 2 or more ideas or seeing the outcomes of others behaviours.
- 42Brand loyaltyA favourable attitude toward and consistent purchase of a single brand over time
- 43ValuesPersonally or socially preferable modes of conduct or states of existence that are enduring
- 44BeliefsA consumers subjective perception of how well a product or brand performs on different attributes
- 45AttitudeA "learned predisposition to respond to an object or class of objects in consistently favourable or unfavourable way" Shaped by our values and beliefs.
- 463 approaches by marketers to change consumers attitudes1. Changing beliefs about the extent to which a brand has certain attitudes
2. Changing the perceived importance of attributes
3. Adding new attributes to the product - 47LifestyleMode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.
- 48Socio-culture influencesEvolve from a consumers formal and informal relationships with other people, also exert a significant impact on consumer behaviour
- 49Personal influenceA consumers purchase decision usually are influenced by the views, opinions or behaviours of others.
- 50Opinion leadersIndividuals who exert direct of in direct social influence over others are called opinion leaders. About 10% of adults are opinion leaders.
- 51Word of mouthInfluence of people through conversations
- 52Buzz marketingPopularity created by word of mouth
- 53Viral marketingOnline version of word of mouth, involves the use of messages infectious enough that consumers wish to pass them long to others through online communications
- 54Reference groupsPeople to whom an individual looks as a basis for self- appraisal or as a source of personal standards.
- 55Brand communitySpecialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand and the product in use.
- 56Aspiration groupOne that a person wishes to be apart of
- 57Family influences on consumer behaviour result from 3 sourcesConsumer socialization, passage through the family cycle, and decision making within the household
- 58Consumer socializationThe process where people acquire the skills, knowledge, and attitudes necessary to function as consumer. Children learn through their own purchasing experiences and interacting with adults in purchasing situations
- 59Family life cycleThe distinct phases that a family progresses through from formation to retirement each phase with its own purchasing behaviours
- 60Family decision makingspouse dominant
or
Joint decision - 615 roles for family decision making1. Info gatherer
2. Influencer
3. Decision maker
4. Purchaser
5. User - 62Social classTe relatively permanent, homogenous divisions in a society into which people sharing similar values, interests, and behaviour can be grouped.
- 63SubculturesSubgroups within the larger or national culture with unique values, ideas, and attitudes. Can be defined as age, geography, and ethnicity
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- 2020 Marketing Flashcards on Chapter 5 Consumer behaviour, created by Graham Forrester on 11/10/2018.
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- Graham Forrester
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