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Definition
| How indiv./groups select, purchase, use products and the needs/wants that motivate these behaviors |
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Term
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Definition
Culture= define a group of people w/ their way of life Norms= Each culture has norms, simple rules learned through social interaction that control behaviors Values=Source of norms (cultural values) which represent our belief systems. |
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Definition
Sorted by geographic regions or shared characteristics Ex. Age, values, language, traditions, ethnic background. |
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Term
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Definition
Describes how companies operate. Formal vs. informal |
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Term
| Social Influences: Social Class |
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Definition
Social Class= determined by income, education, occupation, family prestige, neighborhood |
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Term
| Social Influences: Reference Group |
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Definition
Group of ppl you use as a model for beahvior 1. Provide Information 2. Serve means of personal comparison 3. Offer guidance Brand Communities= Ex. Harley Owners Group= group of ppl devoted to particular brand |
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| Social Influences: Family Def. |
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Definition
Family= two/more people Household= All those living in a residence Lifestyle= Reflects fam situation, values income--> How people spend their time/money |
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Term
Social Influences: Demographics AIG, Street Fighter, Res Evil |
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Definition
Statistical, social/economic char of pop.; help advertisers make msg Most prominent demographic= Age Age, Gender, Family Status, Race, Education,Occupation, Income, Geography, Sex Orientation Discretionary Income= Money left over after taxes which is spent on retail goods |
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Term
| Psychological Influences: Cognitive Dissonance |
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Definition
Rationalize discrepancies btw what we thought we'd receive vs. what we actually got; creates biases towards products tried |
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Term
| Psychological Influences: Motive |
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Definition
| Internal force that stimulates you b/c of an unfulfilled need. |
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| Psychological Influences: Personality |
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Definition
| Consistency in behavior in terms of how ppl react to situations/behave in roles |
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Definition
| Psychographics= lifestyle/psychological char. ie. activities, interests, opinions |
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Term
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Definition
Categorizes consumers accord. to psycho. traits connected to purcahse behavior 3 Categories: Ideals, Acheivement, Self-Expression !: Helps determine which types by what |
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Term
| Psychological Influences: Usage |
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Definition
How much a product category/brand a customer buys Usage rates= quantity of purchase Brand Relationship= past, present, future use of prod. Switchers= low brand loyalty could switch to diff. stuff Perceived Risk= what gained vs. what lost if purchased |
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Term
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Definition
1. Segment the market 2. Target right audience (Targeting= what group is most profitable/likely to respond to market comm.) |
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Term
| Undifferentiated/Market Aggregation Strategy |
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Definition
Planners choose one strategy that appeals to as many ppl as poss. Market Segmentation= Best way to sell is to target diff. segments; divides into target markets (ppl with same needs) to sell to them |
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