Chapter 5 Review
Business 390 with Elton at Oregon State University
About this deck
By: Bryn Pilney
Textbook:
Principles of Marketing (13th Edition)
Created: 2012-04-26
Size: 33 flashcards
Views: 31
Textbook:
Principles of Marketing (13th Edition)Created: 2012-04-26
Size: 33 flashcards
Views: 31
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy
Sign up (free) to study this.
Consumer Buying Behavior
refers to the buying behavior of final consumers - individuals and households who buy goods and services for personal consumption
Consumer Market
refers to all of the personal consumption of final consumers
Culture
the learned values, perceptions, wants, and behavior from family and other important institutions
Subculture
groups of people within a culture with shared value systems based on common life experience and situations
ex: Hispanics, African Americans, Asians, etc.
Social Classes
society's relatively permanent and order divisions whose members share similar values, interests, and behaviors
measured by a combination of occupation, income, education, wealth, and other variables
Membership Groups
groups with direct influence and to which a person belongs
Aspirational groups
groups an individual wishes to belong to
Reference Groups
groups that form a comparison or reference in forming attitudes or behavior
Word-of-Mouth Influence and Buzz Marketing
- opinion leaders are people within a reference group who exert social influence on others
- also called influentials or leading adopters
- markets identify them to use as brand ambassadors
Social Factors Affecting Buying Behavior
- family is the most important consumer-buying organization in society
- social roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social status
Personal Factors Affecting Consumer Buying Behavior
- Age and life-cycle stages
- Royal Band Stages (RBC)
- Occupation - affects the goods and services bought by consumers
- Economic situation
- Lifestyle
- Personality and Self-Concept
Royal Band Stages (RBC)
- Youth: younger than 18
- Getting started: 18-35
- Builders: 35-50
- Accumulators: 50-60
- Preservers: 60+
Lifestyle
a person's pattern of living as expressed in his or her psychographics
Measures a consumer's AIOs (activities, interests, opinions) to capture information about a person's pattern of acting and interacting in the environment
Personality and Self-Concept
refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer's environment
Psychological Factors Affecting Consumer Buying Behavior
- Motivation: motive, motivation research
- Perception: selective attention, selective distortion, selective retention
- Learning
- Beliefs and attitudes
Motive
a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation Research
refers to qualitative research designed to probe consumers' hidden, subconscious motivations
Perception
the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes
- Selective attention
- Selective distortion
- Selective retention
Perception:
Selective Attention
Selective Attention
the tendency for people to screen out most of the information to which they are exposed
Perception:
Selective Distortion
Selective Distortion
the tendency for people to interpret information in a way that will support what they already believe
Perception:
Selective Retention
Selective Retention
the tendency to remember good points made about a brand they favor and forget good points about competing brands
Learning
the change in an individual's behavior arising from experience and occurs through interplay of:
- Drives
- Stimuli
- Cues
- Responses
- Reinforcement
Belief
a descriptive thought that a person has about something based on:
- Knowledge
- Opinion
- Faith
Attitudes
describe a person's relatively consistent evaluations, feelings, and tendencies toward and object or idea
Need Recognition
Occurs when the buyer recognizes a problem or need triggered by:
- Internal stimuli
- External stimuli
Information Search: Sources of Information
- Personal sources - friends and family
- Commercial sources - advertising and internet
- Public sources - mass media, consumer organizations
- Experimental sources - handling, examining, using the product
Evaluation of Alternatives
How the consumer process information to arrive at brand choices
Purchase Decision
The act by the consumer to buy the most preferred brand
The purchase decision can be affected by:
- Attitudes of others
- Unexpected situational factors
Postpurchase Decision
- The satisfaction or dissatisfaction that the consumer feels about the purchase
- Relationship between: consumer's expectations and product's perceived performance
- The larger the gap between expectation and performance, the greater the customer's dissatisfaction
- Cognitive dissonance
- Customer satisfaction
Customer Satisfaction
a key to building profitable relationships with consumers - to keeping and growing consumers and reaping their customer lifetime value
the larger the gap between expectation and performance, the greater the customer's dissatisfaction
Cognitive Dissonance
the discomfort caused by a postpurchase conflict
Adoption Process
The mental process an individual goes through from learning about an innovation to final regular use.
Stages include:
Awareness -> Interest -> Evaluation -> Trial -> Adoption
Influence on Product Characteristics on Rate of Adoption
- Relative advantage
- Compatibility
- Complexity
- Divisibility
- Communicability
About this deck
By: Bryn Pilney
Textbook: Principles of Marketing (13th Edition)
Created: 2012-04-26
Size: 33 flashcards
Views: 31
Textbook:
Principles of Marketing (13th Edition)Created: 2012-04-26
Size: 33 flashcards
Views: 31
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy