Chapter 5: Consumer Markets and Consumer Buyer Behavior

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consumer buyer behavior

the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption

consumer market

all the individuals and households who buy or acquire goods and services

marketing stimuli

four ps: product, price, place and promotion

consumer's black box

buyers characteristics influence how he or she perceives and reacts to the stimuli
buyer's decision process itself affects the buyer's behavior

culture

the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

subculture

a group of people with shared value systems based on common life experiences and situations

social class

relatively permanent and ordered divisions in a society whose members share similar values, interest and behaviors
combination of occupation, income, education, wealth and other variables

group

two or more people who interact to accomplish individual or mutual goals

opinion leader

person within a reference group, who because of special skill knowledge, personality or other characteristics exerts social influence on others

online social networks

online social communities- blogs, social networking- where people socialize or exchange information

family members

who is the most important consumer buying organization in society

personal factors

age and life cycle stage
occupation
economic situation
lifestyle
personality and self-concept

lifestyle

a person's pattern of living as expressed in his or her activities, interests and opinions

personality

the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment

brand personality

the specific mix of human traits that may be attributed to a particular brand

psychological factors

motivation
perception
learning
beliefs and attitudes

motive

a need that is sufficiently pressing to direct the person to seek satisfaction of the need

freud's theory

people are largely unconscious about real psychologial forces shaping behavior. growing up and repressing many urges. buying decisions are affected by subconscious mtoives that even we don't understand

motivational research

qualitative research designed to probe consumers' hidden, subconscious motivations

maslow's theory

human needs are arranged in a hierarchy. physiological, safety, social, esteem and self-actualization

perception

process by which people select organize, interpret information to form a meaningful picture of the world

selective attention

the tendency for people to screen out most of the information to which they are exposed- marketers must work hard to get their attention

selective distortion

tendency of people to interpret information in a way that will support what they already believe

selective retention

consumers are likely to remember good points made about a brand they favor and to forget good points made by competitors

learning

changes in an individual's behavior arising from experience

belief

a descriptive though that a person holds about something

attitude

a person's consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea

complex buying behavior

consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived difference among brands

dissonance reducing buying behavior

consumer buying behavior in situations characterized by high involvement but few perceived differences among brands

habitual buying behavior

consumer buying behavior in situations characterized by low-consumer involvement and few significantly perceive brand differences

add repetition

brand familiarity rather than brand conviction

variety-seeking buying behavior

consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences- a lot of brand switching

need recognition
information search
evaluation of alternatives
purchase decision
post purchase behavior

what are the five stages of a buyer's decision process

need recognition

first stage of the buyer decision process: in which the consumer recognizes a problem or need

information search

the stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into an active information search

alternative evaluation

the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set

purchase decision

the buyers' decision about which brand to purchase

post purchase behavior

the stage of the buyer decision process in which the consumers take further action after purchase, based on their satisfaction or dissatisfaction

cognitive dissonance

buyer discomfort caused by postpurchase conflict

new product

a good, service or idea that is perceived by some potential customers as new

adoption process

the mental process through which an individual passes from first hearing about an innovation to final adoption

awareness
interest
evaluation
trial
adoption

what are the stages in the adoption process

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