Term
| what are the two groups of factors that influence consumer purchases? |
|
Definition
| internal and external influences |
|
|
Term
|
Definition
| internal influences determine our behaviour and include psychological and personal influences |
|
|
Term
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
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
|
Definition
| groups that have direct (face to face) or indirect influence on the person's attitudes or behvior |
|
|
Term
|
Definition
| groups that have a direct influence on a persons behavior and to which a person belongs |
|
|
Term
|
Definition
| groups which an individual wishes to belong to |
|
|
Term
|
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
|
Definition
| the person who first suggests the idea of buying a particular product or service |
|
|
Term
|
Definition
| a person whose views or advice carry some weight in making the final buying decision |
|
|
Term
|
Definition
| the person who ultimately makes the buying decision |
|
|
Term
|
Definition
| the person who makes the actual purchase |
|
|
Term
|
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
|
Definition
| a buyer senses a difference between his actual state and some desired state |
|
|
Term
|
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
|
Definition
| the stage of the buyer decision process in which the consumer actually buys the product |
|
|
Term
|
Definition
| the stage of the buyer decision process in which consumers take further action after the purchase based on their satisfaction or dissatisfaction |
|
|
