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week 4
consumer behaviour
40
Marketing
Undergraduate 1
11/07/2015

Additional Marketing Flashcards

 


 

Cards

Term
what are the two groups of factors that influence consumer purchases?
Definition
internal and external influences
Term
internal influences
Definition
internal influences determine our behaviour and include psychological and personal influences
Term
external influences
Definition
external influences represent the environment in which the individual behaviour takes place. these are social and cultural influences
Term
what factors influence consumer behavior?
Definition
1. psychological: motivation, perception, learning, beliefs and attitudes, personality and self concept
2. personal: age and lifestyle, occupation, education, economic situation
3. social: household type, reference groups, roles and status
4. marketing programs: marketing objectives, marketing mix
5. buyer's response: product service and category selection, brand selection, reseller selection, purchase timing and repurchase intervals, purchase amount
6. environmental influences: economic, technological, political
7. cultural: culture, subculture, social class
Term
Motivation (Maslow's theory)
Definition
the internal energizing force that directs a persons behaviour toward satisfying a need or achieving a goal.

Abraham Maslow explained why people are driven by particular needs at particular times by asserting that human needs are arranged in a hierarchy, from the most pressing to the least pressing.
Term
what is the need gap?
Definition
the need gape is the motivation needed to go from an actual state to a desired state
Term
Maslow's hierarchy of needs
Definition
1. self
2. self-esteem-- ex: status and recognition
3. belongingness-- ex: love and belonging, social acceptance
4. safety-- ex: security and protection, like air bags in a car
5. physiological-- ex: hunger
Term
Perception:
Definition
the process by which people select, organize, and interpert information to form a meaningful picture of the world
Term
selective exposure/attention
Definition
the tendency for people to screen out most of the information to which the are exposed. This means marketers must work hard to attract the customers attention
Term
people form different perceptions of the same stimulus due to what 3 perceptual processes?
Definition
1. selective attention
2. selective distortion
3. selective retention
Term
selective distortion
Definition
selective distortion describes the tendency of people o interpret information in a way tha twill support what they already believe. This means marketers must try to understand the mindsets of consumers and how these will affect interpretations of advertising and sals information
Term
selective retention
Definition
people tend to retain information that supports their attitudes and beliefs. consumers are likely to remember good points made about a brand they favor and forget good points made about compete brands.
Term
Learning
Definition
learning describes changes in an individuals's behavior arising from experience.
Term
what is the significance of learning theory to marketers?
Definition
learning theory allows marketers to build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
Term
what are the two types of learning?
Definition
1.classical conditioning
2. operant conditiong
Term
classical conditioning
Definition
Pavlov's dog:
An association is built between a primary stimulus and a secondary stimulus which leads to a conditioned or unconditioned response.

main point is that learning happens prior to purchase
Term
operant conditioning
Definition
a person responds and that response is paired with a positive or negative stimulus to reinforce the action.

main point here is that learning happens after the purchase
Term
beliefs and attitudes
Definition
attitude is the enduring evaluation, feelings and behavioural tendencies towards an object or idea. beliefs and attitudes are acquired through peoples actions and learning experiences, which in turn influence their buying behavior.
Term
what are the three components of attitudes?
Definition
1. cognitive (beliefs and evaluations not influenced by emotion)
2. affective (emotional responses such as liking or disliking)
3. behavior (intention to purchase or the purchase itself)
Term
self-concept
Definition
a belief a person holds about his or her own attributes and how they evaluate these qualities.
products play a pivotal role in defining self concept. ex- dove
Term
real and ideal selves
Definition
ideal self is a persons conception of how they would like to be
real self is a more realistic appraisal of how they are
Term
"_____ factors exert the broadest and deepest influence on consumer behavior."
Definition
cultural factors exert the broadest and deepest influence on consumer behavior
Term
Social factors
Definition
social factors include a consumer's household type and reference groups, social roles and statues. These social factors strongly affect consumer responses, so they must be taken into account by the company when designing marketing strategies
Term
reference groups
Definition
groups that have direct (face to face) or indirect influence on the person's attitudes or behvior
Term
membership groups
Definition
groups that have a direct influence on a persons behavior and to which a person belongs
Term
aspirational groups
Definition
groups which an individual wishes to belong to
Term
opinion leaders
Definition
people who exert influence on others opinions and buying behavior
Term
What are the 5 consumer buying roles?
Definition
1. user
2. initiator
3. influencer
4. decider
5. buyer
Term
initiator
Definition
the person who first suggests the idea of buying a particular product or service
Term
influencer
Definition
a person whose views or advice carry some weight in making the final buying decision
Term
decider
Definition
the person who ultimately makes the buying decision
Term
buyer
Definition
the person who makes the actual purchase
Term
user
Definition
the person who consumes the product/service
Term
role of involvement in buying decisions
Definition
involvement is the importance of the product for the consumer and it's based on the consumer's perception of financial and social risk, creating a continuum.
ex- an iphone is a purchase with high involvement while a gallon of milk is a low involvement purchase
Term
what are the five steps in the buyer decision process?
Definition
1. need recognition
2. information search
3. evaluation of alternatives
4. purchase decision
5. post purchse behavior
Term
need recognition
Definition
a buyer senses a difference between his actual state and some desired state
Term
information search
Definition
the stage of the buyer decision process in which the consumer is aroused to search for more information
Term
evaluation of alternatives
Definition
the stage of the buyer decision process in which the consumer uses information to evaluate alternative brandes in the choice set
Term
purchase decision
Definition
the stage of the buyer decision process in which the consumer actually buys the product
Term
post purchase behaviour
Definition
the stage of the buyer decision process in which consumers take further action after the purchase based on their satisfaction or dissatisfaction
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