Term
| Define consumer behavior and describe the role it plays in marketing decisions |
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Definition
| consumer behavior refers to the buyer behavior of individual consumers. it plays a huge rol in marketing decisions, including what goods and services to offer, to whom, and where. If marketers can understand the factors that influence consumers, they can develop and offer the right products to those consumers. |
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Term
| interpersonal determinants of consumer behavior |
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Definition
~CULTURAL: work ethic or desire for wealth.
~SOCIAL: class, opinion leaders, affiliated reference groups
~FAMILY:spouses, parents, grandparents, children |
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Term
| personal determinants of consumer behavior |
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Definition
~NEED: imbalance btwn consumer's actual and desired states
~MOTIVE: inner state that directs a person toward the goal of satisfying a need
~PERCEPTION: meaning caused by incoming stimuli
~ATTITUDE: enduring evaluations, emotions, or action tendencies
~SELF-CONCEPT: people will likely choose products that move them closer to their ideal self image. |
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Term
| High/Low involvement purchase decisions |
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Definition
~HIGH: purchases with high levels of potential social or economic consequences.
~LOW: routine purchases that pose little risk to the consumer |
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Term
| 6 steps to consumer decision process |
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Definition
~problem or oppotunity gecognition
~search
~alternative evaluation
~purchase decision
~purchase act
~post purchase evaluation |
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Term
| routinized response behavior |
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Definition
| refers to repeat purchases made of the same brand or limited group of items |
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Term
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Definition
| occurs when a consumer previously sets criteria for a purchase but then encounters a new brand or model |
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Term
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Definition
| results when brands are difficult to categorize or evaluate. |
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