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FTM 385 Test 1

Terms in this set (57)

Consumer Behavior
activities people undertake when obtaining, consuming, and disposing of products and services
-individual or organization
-products
-goal to satisfy need
7 stages of consumer decision process model
1. need recognition
2. search for info
3. pre purchase evaluation of alternatives
4.purchase
5. consumption
6. Post consumption evaluation
7. Divestment
Never set push pins down cause (youll get) pinched
Marketers need to understand the wants and needs of......
different consumer segments
Demographics
These are descriptive characteristics of a population
Age
Gender
Family Structure
social class/income
race/ethnicity
Geography
Our choices relate to our
lifestyle
Our motivations to consume
are complex and varied
Two perspectives regarding how an dwhat we should understand about consumer behavior:
1. Positivist approach
2. Interpretivist approach
positivist approach
Objection
Prediciton
Time free
The three parts of consumer behavior
obtaining, consuming, disposing
Maslows Hiearchy of needs
(Highest need ) Self Actualization
Ego Needs
Belongingness
Safety
physiological
two types of consumer research
Micro and Macro
Micro consumer Behavior
has more of an individual focus such as experimental psychologist
Macro consumer Behavior
has more of a social focus such as cultural anthropology
paradigm
set of beliefs that guide our understanding of the world
two perspectives on consumer research
Positivism and Interpretivism
data collection
primary- qualitative/quanatative and secondary data- Internal/External
qualitative research tools
Depth interviews
Metaphor anaylsis
focus group studies
quantitative research tools
observational research
experimentation
survey
Three categories of consumer decision making
Cognitive- deliberate/rational
Habitual- Bahavioral/unconscious
Affective - Emotional/Instantaneous
Consumer involvement
a persons perceived relevance of the object based on their inherent needs values and interests.
three types of involvement
product, message, situational
Product involvement
is a consumers level of interest in a particular product. The more closely marketers can tie a brand an individual the higher the involvement they will create
Message involvement
Media vehicles posses different qualities that influence our motivation to pay attention to what they tell us
situational involvement
takes place with a store website or a location where people consume a product or service.
percieved risks
1. Monetary risk- risk capital consists of money and property(buyers). High ticket items that require substantial expenditures are more at risk (purchases).
2. functional risk- alternative means of performing the function or meeting the need(buyers). purchase requires the buyer's commitment are sensitive(purchases).
3. physical risk- elders are most vulnerable(buyers). Food and beverages are most sensitive(purchases)
4. social risk- those insecure are most sensitive(buyers). symbolic/material goods(purchases)
5. psychological risk-lacking self respect most sensitive(buyer). Expensive personal luxuries most sensitive(purchases).
Product knowledge and information search
is the process by which we survey the environment for appropriate data to make a reasonable decision
Evoked set vs. consideration set
Evoked- the alternatives a consumer knows
Consideration- the product seriously considered
Alternative evaluations:
Noncompensatory rule vs compensatory
Non compensatory- when we make habitual or emotional decisions so eliminates alternatives on any criteria we have chosen
compensatory- more likely in high involvement situations, allows us to consider each alternatives good and bad points more carefully
Alternative evaluations:
categorization process vs. piecemeal process
Category is in which a consumer places a product determines the other products she will compare it to. the way we classify a brand in our minds plays a big role how we evaluate it
What is culture
-society's personality
-the accumulation of shared meanings, rituals, norms, and traditions.
-it shapes our identities as individuals.
Heuristics
These short cuts/ mental rules of thumbs range from the very general (buy the same brand i bought last time) to the very specific (buy domino, the brand of sugar my mother always bought)

Common examples of this are:
Familiar brand names, Higher price=higher quality, country of origin matters
Factors influence culture (race/ethnicity, national/regional identity, religion..)
Ecology- the way a system adapts to its habitat
Social Structure- the way people maintain an orderly social life
Ideology- the mental characteristics of a people and the way they relate to their environment and social groups
Characteristics influenced by culture
Sense of self and space Communication and language
Dress and appearance
Food and feeding habits
Time and time consciousness Relationships
Values and norms
Beliefs and attitudes
Mental processes and learning
Work habits and practices
Acculturation vs. enculturation
acculturation- process of learning the beliefs and behaviors endorsed by another culture
enculturation- process of learning the value system and behaviors of another culture
Socialization agents for value transfusion (learning cultural values)
Terminal values- desired end states that apply to many different cultures
instrumental values- actions we need to take to achieve these terminal values
Core American values
Material Well-Being
Twofold Moralizing
Importance of Work over Play
Time Is Money
Effort, Optimism, and Entrepreneurship
Mastery over Nature
Egalitarianism
Humanitarianism
Rituals (Grooming, Giftgiving, holidays, rites of passage)
-grooming- help transform private self to public self
-giftgiving- selection, presentation, acceptance, and interpretation of a gift
-holidays- christmas, halloween(antifestival), valentines day
rites of passage- sacred times marked by a change in social status
Product placement and advergaming
-Insertion of specific products and use of brand names in movie/TV scripts
- Directors incorporate branded props for realism
Sacred vs. profane consumption
sacred- set apart objects and events from normal activities and treat them with respect
profane- objects that are ordinary and arent as special
Hofstede national cultural dimensions
rofessor Geert Hofstede conducted one of the most comprehensive studies of how values in the workplace are influenced by culture. He defines culture as "the collective programming of the mind distinguishing the members of one group or category of people from others".
Business ethics
-rules of conduct that guide actions in the marketplace
-there are cultural differences in what is considered ethical.
Advertising and consumer needs
-Advertising only helps to communicate their availability
-Advertisers simply do not know enough about people to manipulate them
Materialism
-the importance consumers attach to worldly possessions
-Products are designed to meet existing needs
Consumer rights
a group of laws and organizations designed to ensure the rights of consumers, as well as fair trade, competition, and accurate information in the marketplace.
Course of actions when unsatisfied
complain,
return, social media
Consumerism
the protection or promotion of the interests of consumers.
Fair market access
...
LOHAS
Lifestyles of Health and Sustainability.
-personal health
-green building
-eco tourism
-natural lifestyles
Dark side of consumer behavior
• Consumer terrorism
• Addictive consumption
• Compulsive consumption
• Consumed consumers
• Illegal acquisition and product use
Sensory systems
-Vision- product's color, size, and styling
-Scent- see in lingerie, detergents, and more
-Sound
-Touch
-Taste
Sustainability (triple bottom line)
-Financial
-Social
-Environmental
Sensation
the immediate response of our sensory receptors to basic stimuli (light, color, sound, odor, texture)
Perception
the process by which sensations are selected, organized, and interpreted.
Key concepts in exposure
Sensory threshold
• Absolute threshold (minimum amount of
stimulation a person can detect)
• Differential threshold (the difference/changes between two stimuli)
• JND (Just Noticeable Difference)
• Discount vs. sales increase
• Size change
Factors influencing attention marketing programs received
-personal Selection
• Experience
• Perceptual filters
• Perceptual vigilance
• Perceptual defense
• Adaptation
• Stimulus Selection
• Contrast
• Size
• Color
• Position
• Novelty
Factors leading to adaptation
Intensity
Duration
Discrimination
Exposure
relevance
Attention
the extent to which processing activity is devoted to a particular stimulus
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