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Consumer Behaviour Definitions
Fichas del conjunto (49)
- 1The Marketing ConceptMaintains that the essence of marketing consists of satisfying consumers’ needs, creating value, and retaining customers. It maintains that companies must produce only those goods that they have already determined that consumers would buy.
- 2The Production ConceptMaintains that consumers are mostly interested in product availability at low prices; its implicit marketing objectives are cheap, efficient production and intensive distribution.
- 3The Product Conceptassumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features.
- 4Marketing Myopiaa focus on the product rather than on the needs it presumes to satisfy. This occurs when companies ignore crucial changes in the marketplace and look “in the mirror rather than through the window.”
- 5Selling conceptmaintains that marketers’ primary focus is selling the products that they have decided to produce. The assumption of the selling concept is that consumers are unlikely to buy the product unless they are aggressively persuaded to do so
- 6Concerned with the process of acceptance of new products by consumers (the public). It is examined in the context of a specific social system.Diffusion
- 7Concerned with the process an individual uses in a decision to accept/reject a new product. It Includes the stages of trial (implementation) and post-purchase evaluation.Adoption
- 8The four elements of the diffusion process are comprised of:the innovation
the channels of communication
the social system
the period of time it evolves. - 9Diffusion of innovationsthe macro process by which the acceptance of an innovation (i.e., a new product, new service, new idea, or new practice) takes place among members of a social system (or market segments), over time.
- 10Innovation Type - Has the least disruptive influence on established behavior. It involves the introduction of a modified product rather than a totally new product.Continuous Innovation
Examples include - Apple Macbook, the latest version of Microsoft Office, reduced-fat Oreo cookies, Hershey Cacao (i.e., a form of dark) chocolate bars, American Express gift cards, Band-Aid Tough-Strips, etc. - 11Innovation Type - is somewhat more disruptive than a continuous innovation but still does not alter established behavior. It may involve the creation of a new product or the modification of an existing product. EDynamically Continuous Innovation
Examples include digital cameras, digital video recorders, MP3 players, DVRs, USB flash drives, and disposable diapers. - 12Innovation Type - requires consumers to adopt new behavior.Discontinuous Innovation
Examples include air- planes, radios, TVs, automobiles, fax machines, PCs, videocassette recorders, medical self-test kits, and the Internet - 13The degree to which potential customers perceive a new product as superior to existing substitutes.Relative advantage
- 14The degree to which potential consumers feel a new product is consistent with their present needs, values, and practices.Compatability
- 15The degree to which a new product is difficult to understand or use—affects product acceptance. Clearly, the easier it is to understand and use a product, the more likely that product is to be accepted.Complexity
- 16The degree to which a new product can be tried on a limited basis. The greater the opportunity to try a new product, the easier it is for consumers to evaluate the product and ultimately adopt it.Trialability
- 17The ease with which a product’s benefits or attributes can be observed, imagined, or described to potential consumers. Products that have a high degree of social visibility, such as fashion items, are more easily diffused than products that are used in private, such as a new type of deodorant.Observability
(communicability) - 18The Adoption Process (list 5 stages)1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption - 19The following features distinguish groups and group behaviour:Behaviour often occurs in group settings: home, work, at university.
Groups function to set norms, benchmark behaviours and pass on information.
Groups have roles: buyer, user or influencer. - 20Reference GroupsGroups that serve as sources of comparison, influence, and norms for peoples’ opinions, values, and behaviors. Within any setting, including consumer behavior, people are strongly influenced by what others think and how they behave.
- 21Type of Group: Reference groups influence general or broadly defined values and behaviour: e.g. for children, the main ____________ reference group would be the immediate family.Normative
- 22Type of Group: Reference groups serve as benchmarks for attitudes and behaviours: e.g. a family imitates next-door neighbour’s behaviour.Comparative
- 23Families play a major role in imparting basic values and modes of behaviour, for example:Socialisation skills including manners, goals, morals, and general values that are passed through direct instruction or via observation.
Consumer socialisation: the passing on of marketplace skills and knowledge.
Child consumer socialisation: where children learn about consumption and purchase behaviour from their family members. - 24Other important reference groups are a person’s: (Name 3)Social Class
Culture
Sub-Culture - 25Communications where satisfied customers tell other people how much they like a business, product, service, or event (although the information transmitted can also be negative).Word-of-Mouth Communications
- 26Word-of-Mouth influence is strong because.....people perceive others like themselves as having nothing to gain from their purchase recommendations.
- 27Formal source of informationeither a person or medium providing consumption-related information and hired and paid by an organization.
- 28Informal source of informationa person whom the message receiver knows personally, such as a parent or friend who gives product information or advice, or an individual met and respected online.
- 29Type of Influence: learning and adopting a group’s norms, values, and behaviors. The most pertinent _________ influence comes from groups to which people naturally belong, such as family, peers, and members of one’s community.Normative
- 30Type of Influence: arises when people compare themselves to others whom they respect and admire, and then adopt some of those people’s values or imitate their behaviors.Comparative
- 31Researchers often measure social class in terms of: (list four)income
power
social status
upward mobility - 32Social class membershipserves as a reference group for the individual’s attitudes and behaviours.
- 33The nature of social class often fits within two domains:Relatively homogeneous: status, values, attitudes and behaviours, resources (assets, income, occupation).
Reference groups: a social class into which we fit (or aspire to fit) acts as a reference group in term of forming our values, attitudes and behaviours. - 34The following points should be noted when looking at the relationship between social class and income:Social class is a better predictor of purchases that have symbolic aspects but low to moderate price.
Income is a better predictor of major expenditures that do not have status or symbolic aspects.
Social class and income are needed to predict purchases of expensive, symbolic products. - 35The family has several supportive functions that are part of the socialization process and consumer behavior. (Name Three)Economic well-being
Emotional support
Suitable family lifestyles - 36Culture can be created from a range of sources including: (Name Four)Language.
Nationality.
Education.
Religion. - 37The degree of prestige the members of one social class have in comparison with members of other social classes.Social Status
- 38Social comparison theoryIndividuals compare their own material possessions with those owned by others in order to determine their relative social standing. This is especially apparent in a materialistic society, where status is often associated with consumers’ purchasing power.
- 39Subjective measuresAsking people to estimate their own social class
- 40Objective measuresConsist of demographic variables and asking respondents factual questions about themselves, their families, or their places of residence. Objective measures of social class include one or more of the following variables: Occupation, amount of income, education, etc.
- 41Upward mobilityThe opportunity to move from a lower social class to a higher one, because of the wide availability of educational resources and the opportunities produced by the free enterprise, capitalistic economy.
- 42Downward mobilityMoving down a social class - for example, when the young generation moves out of the family home they'll likely experience lower living standards than their parents.
- 43Name the social consumer classes from highest to lowest (there are three)Affluent consumers
Middle-class consumers
Downscale consumers (Working Class) - 44There are three levels of subjective culture:Supranational level.
National level.
Group level. - 45EnculturationThe process in which culture is learned and transmitted across the generations
- 46AcculturationThe process of cultural & psychological change that results when two cultures meet. (learning new or foreign cultures)
- 47CultureThe collective values, customs, norms, arts, social institutions, and intellectual achievements of a particular society.
- 48A subculture is a group of people that exist as an identifiable segment, with beliefs or behaviours that differentiate them from the main groups within society. Four common subcultures are based on:ethnicity
religion
age
gender - 49Subculturebased on sociocultural and demographic variables, such as nationality, religion, geographic locality, ethnicity, age, and gender.
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- MKT20025-Consumer Behaviour Fichas sobre Consumer Behaviour Definitions, creado por Erin Walker el 19/07/2017.
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- Erin Walker
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