UNIT5

UNIT5

1. Consumer buyer behavior

   • refers to the buying behavior of final consumers who are the individuals and households that buy goods and services for personal consumption

2. Consumer market

   • all of these final consumers combine to make up the consumer market

3. Culture

   • growing up in a society, a child learns basic values, perceptions, wants and behaviours from his family

4. Subculture

   • group of people with shared value systems based on common life experiences and situations

5. Social class

   • divisions in a society whose members share similar values, interests, and behaviors

6. Reference group

   • serve as direct or indirect points of comparison or reference in forming a person´s attitudes or behavior

7. Opinion leader

   • people with special skills that influence on others. Marketers try to identify opinion leaders for their brand and direct marketing efforts towards them

8. Word-of-mouth influence

   • Marketers often encourage their fans and happy customers to talk about their brand. They provide incentives (cash backs, discount coupons…) to loyal customers

9. Online social networks

   • Marketers are working to promote their products and build closer customer relationship

10. Motive

    • a need becomes a motive when it is aroused to a sufficient level of intensity to drive us to act in order to reach a desired goal

11. Perception

    • how the person acts is influenced by his own perception of the situation

12. Learning

    • describes changes in an individual´s behavior arising from experience

13. Belief

    • a descriptive thought that a person holds about something

14. Attitude

    • a person´s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an object or idea

15. Need recognition

    • the consumer recognizes a problem or need that could be satisfied by a product or service

16. Information search

    • there are several sources of information (personal sources, commercial sources, public sources, and experiential sources)

17. Alternative evaluation

    • marketers need to know about alternative evaluation, that is, how consumers process information to choose among alternative brands

18. Purchase decision:

    • the consumer´s purchase decision will be to buy the most preferred brand

19. Post-purchase behavior

    • the consumer will either be satisfied or dissatisfied