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chapter 6
Fichas del conjunto (51)
- 1consumer behaviorprocess through which buyers make purchase decisions
- 2consumer behaviorunderstood as a function of interpersonal influences and personal factors
- 3culturevalues, beliefs, preferences, and tastes handed down from one generation to the next.
The broadest environmental determinant of behavior - 4core values in us culture-work ethic
-desire to accumulate wealth
- importance of education,freedom,youth,health,volunteerism,and efficiency - 5subculturesgroups with their own distinct modes of behavior
-can differ by ethnicity, nationality, age, rural vs. urban location, religion, and geographical distribution - 6Hispanic American consumers-not a homogenous group
-Hispanic population fueled by a sharp rise in births
-marketers should consider Hispanics control more disposable income than any other minority group - 7African American consumers-the African American population is more than 40 million people
-they are members of every economic group: marketers must avoid approaching all African amercian consumers in the same way - 8Asian American consumers-spread among culturally diverse groups
-retain their own languages
-each group brings its own language, religion, and value system to purchasing decisions - 9social influenceseveryone belongs to multiple social group, family, neighborhoods, clubs, and sports teams
-people make purchases designed to reflect their status within a particular group - 10the Asch phenomenon-theory of psychologist S.E. Asch, individuals conform to majority rule, even if that majority rule goes against their beliefs
- 11reference groups-people or institutions such as family, friends, or celebrities
-who's opinions are valued
- to whom a person looks for guidance in his or her own behavior, values, and conduct - 122 conditions reference groups depend on1. the purchased product must be one that others can see and identify
2. the purchased item must be a brand or product that not everyone owns - 13social classessix classes within the structures of both small and large us cities
- 14the six social classes1. upper-upper
2. lower- upper
3. upper-middle
4. lower-middle
5. working class
6. lower class - 15social class determined by?class ranking determined by occupation, income, education, family background, and residence location
-occupations and incomes of one or both parents are primary influences on social class - 16opinion leaderstrendsetters who purchase new products before others in a group and then influence others in their purchases
- 17family structuremany couples are separated or divorced, so single heads of households are more common
- 18roles of spouses in a household-autonomic role
-husband-dominant role
-wife-dominant role
- syncrantic role - 19personal determinants of consumer behavoirconsumer behavior is affected by a number of internal personal factors also need, and motive
- 20needimbalance between a consumers actual need and desired states
- 21motiveinner state that directs a person toward the goal of satisfying a need
- 22maslow's hierarchy of needsphysiological needs
safety needs
social/ belongingness needs - 23physiological needsneeds concerning essential requirements for survival, such as food, water, shelter, and clothes
- 24safety needsfinancial or lifestyle security, protection from physical harm, and avoidance of the unexpected
- 25social/ belongingness needsthe desire to be accepted by people and groups important to that individual
- 26esteem needsa universal desire for sense of accomplishment and achievement
- 27actualization needsdesire to realize potential and find fulfillment by expressing their unique talents and capabilities
- 28perceptionsmeaning that a person attributes to incoming stimuli gathered through the five senses
- 29two types of factors-stimulus factors
-individual factors - 30perceptual screensthe mental filtering process through which all inputs must pass
- techniques marketers use to elicit a positive response from customers:
doubling the size of an ad
using certain colors or graphics
developing unique packaging - 31word of mouththe oldest and most effective marketing technique in existence
- 32subliminal perceptionssubconscious receipt of incoming information: aimed at the subconscious level of awareness to circumvent the audience's perceptual screens
- 33attitudesa person's enduring favorable or unfavorable evaluations, emotions, or action tendencies toward some object or idea
- 34attitude components-cognitive
-affective
-behavioral - 35components of learning processdrive
cue
response
reinforcement - 36drivefear, pride, greed, jealousy, hunger, thirst, comfort, and rivalry
- 37cuean object or signal in the environment that determines the nature of the consumer's response and drive
- 38responsean individual's reaction to a set of cues and drives
- 39reinforcementreduction in drive that results from a proper response
- 40shapingmarketers use shaping, applying a series of rewards and reinforcements, to permit more complex behavior to evolve
- 41self concept theoryperson's multifaceted picture of themselves
- 42four components that influence purchasing decisions-real self
-self imaging
- looking glass self
-ideal self - 43high involvement purchase decisionpurchases with high levels of potential social of economic consequences
- 44high involvement purchase decisionpurchases with high levels of potential social of economic consequences
- 45low involvement purchase decisionroutine purchases that pose little risk to the consumer
- 46evoked setnumber of alternatives that a consumer actually considers in making a purchase decision
- 47evaluative criteriafeatures that a consumer considers in choosing among alternatives
- 48cognitive dissonanceimbalance among knowledge, beliefs, and attitudes that occurs after an action or decision, such as a purchase
- 49routinized response behaviorconsumer makes many purchases routinely by choosing a preffered brand or one of a limited grop of acceptable brands
- 50limited problem solvingconsumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand
- 51extended problem solvingresults when brands are difficult to categorize or evaluate
typical of high involvement purchases
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- college marketing Fichas sobre chapter 6, creado por astiefel el 26/02/2015.
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