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Definition
| the use of psychological sociological, and anthropological factors to construct market segments. |
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use a lifestyle profile, product specific profile, general lifestyle segmentation, product specific segmentation study:
AIO : activities interests opinions |
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| what is psychographic data used for |
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Definition
define target market
create new view of market
position the product
better communicate product attributes
develop product strategy
market social and political issues |
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Term
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Definition
innovators-successful many resources
thinkers-satisfied, reflective, and comfortable
achievers-career
experiencers-impulsive, young, enjoy offbeat
believers-strong principles, proven brands
strivers- concerned with approval of others.
makers-action oriented, rely on themselves
strugglers-meeting the needs of the moment, |
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Term
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Definition
Affective component: this involves a person’s feelings / emotions about the attitude object. For example: “I am scared of spiders”.
Behavioural (or conative) component: the way the attitude we have influences how we act or behave. For example:
“I will avoid spiders and scream if I see one”.
Cognitive component: this involves a person’s belief / knowledge about an attitude object. For example: “I believe spiders are dangerous”. |
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| This is when consumers buy a brand they have purchased before, it usually involves little or no information seeking and is performed quickly |
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Definition
| Usually, it also involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post- purchase evaluation. In general, limited decision making involves recognising a problem, for which there are several possible solutions. |
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| Is usually initiated by motive that is fairly central to the self-concept, and the eventual decision is perceived to carry a fair degree of risk. |
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| consumer decision making process |
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Definition
Problem recognition
Information search
Alternative evaluation
Decision
Post decision evaluation |
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Definition
| Occurs when the consumer sees a significant difference between his or her actual and ideal state. |
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Recalling information, experiences, and feelings concerning products and brands.
Consumers acquire information from outside sources. |
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Identifying Alternatives
evoked set and consideration set
Identifying Evaluative Criteria |
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| Consumers select and purchase the product alternative that best meets his or her evaluative criteria. |
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Process where consumer reevaluates the product as he uses it.
Product performance is compared with consumer expectations.
Satisfied customers
Dissatisfied customers
Cognitive dissonance |
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The brands that spontaneously come to mind during a series of open-ended awareness and usage questions.
(consideration includes brands that they would actually consider buying) |
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Term
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pressure cookerWomen who view time as this are analytical and monochronic.
-They usually feel like the are under pressure and they shop in a methodical manner.
, map: Women who view time as this are also analytical but they focus on the future and tend to multitask.
-They tend to engage in extensive information search and comparison shopping.
, mirror:view time as this are analytical and polychronic but they have a past temporal orientation (as opposed to the time as a map women).
-These women are risk averse and they stick to brands they trust
, river: view time as this tend to be very spontaneous with a focus on the present.
-They go shopping on the spur of the moment.
, feast: iew time as this are analytical planners with a present focus.
-They view time as something that allows them to enjoy life. |
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| other patrons in a setting (what kind of people are in a place/how many?) |
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Social: time for me vs time for others
temporal:attaching past, present or future
planning orientation: analytic vs spontaneous
polychronic orientation: ppl who prefer to do 1 thing at a time from those who like to multitask |
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Definition
| any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes, or a specific guide for behavior. |
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| Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exets social influence on others. |
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referent power:is individual power of a Leader over the Team or Followers
information power: person who can influence based on expertise
legitimate power: when people are given the right to influence (priest, rabbi)
expert power: expertise of source
reward power: can be used to create positive reinforcement.
coercive power:perception that consumer will be punished if they don't do what the group wants |
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Term
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Definition
capacity to alter the actions of others
Types of social power: |
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