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110 terms

Consumer Behavior

STUDY
PLAY
Market Segmentation
A portion of a larger market whose needs differ from the larger market.
Product-Related Need Sets
Product features, expense, quality, time/convience are all apart of what?
Identifying product-related need sets
What are the 4 steps of market segmentations?
1)
2) Grouping customers w/ similar need sets
3) Describing each group
4) Selecting an attractive segment to serve
Grouping customers with similar need sets.
What are the 4 steps of market segmentations?
1) Identifying product-related need sets
2)
3) Describing each group
4) Selecting an attractive segment to serve
Describing each group
What are the 4 steps of market segmentations?
1) Identifying product-related need sets
2) Grouping customers w/ similar need sets
3)
4) Selecting an attractive segment to serve
Selecting an attrative segment to serve
What are the 4 steps of market segmentations?
1) Identifying product-related need sets
2) Grouping customers w/ similar need sets
3) Describing each group
4)
Culture, Demographics, Ethnic, Families, Groups
What are the external influences?
CDEFG
Motives, Emotions, Learning, Attitudes, Memory, Perception, Personality
What are internal influences? MELAMPP
Culture
The complex who that incldudes knowledge, belief, art, law, morals, customs and any other capabilitys and habits acquired by humans as members of society.
Culture Values
Give rise to norms and associated sanctions which in turn influence CONSUMPTION PATTERNS.
Static
Cultures are not ____, they typically evolve and change slowly over time.
Norms
Specifying ranges of normal behavior
Sanctions
Penalities for violating norms
Other-Oriented Values
Reflect a society's view on the appropriate relationships between individual and groups within a society. Ex: Ind/collecctive, youth/age, Extended Family/Ltd Family, etc
Environmental-Oriented Values
Reflect how we view our economic, technical, and physical surroundings. Ex: Cleanliness, Performance/Status, Tradition/change, risk taking/security, etc.
Self-Oriented Values
Relfect the objectives and approaches to life that the individual members of society find valuable. Ex: Active/Passive, Sensual gratification/Abstinence, Material/Non-material, etc.
Demographic
Describe a population in terms of size, structure, and distribution.
Cultural values
Demoraphics result and cause ________ ________.
Population, occupation, education, income, age
What are the 5 demographics? POEIA
Generation (Age Cohort)
A group of persons who have experienced a common social, political, historical and economic environment
Cohort analysis
This is the process of describing and explaining the attitudes, values and behaviors of an age group as well as predicting future attitudes, values and behaviors.
Pre-Depression
This generation is born before 1930, during the Depression /WWII era, it's focuses are on health services, low use of internet
Depression
This generation is born between 1930 and 1945, during the 50&60's "prosperous young adults" era. It's interests and focuses are active adults, a little more tech savy
Baby Boom
This generation is born between 1945-1964 during the Vietnam/cold war era. It focuses on Higher education and dual career households.
Generation X
This generation is born between 1965-1976 during the dual income houses/AIDS era. This generationis entrepreneurial and cycnical/sophisticated about the market
Generation Y
This generation was born between 1977-1994 during the columbine and collapse of the soviet. They are independent and inter-connected
Generation Z
This generation was born after 1995, era is still unkown. They are born from "guilt money", highly connected, and economic certain.
Social Class system
A hierarchical division of a society into relatively distinct HOMOGENOUS groups w/ respect to attitudes, values, and lifestyles. "Pure" social classes do not exist in the US or most other industrial societies.
Occupation
_______ influences consumption.
Influences Behavior
Social standing is derived from _____ _____
Societal Rank
Is one's position relative to others on one or more dimensions valued by society.
Social Standing
Socioeconomic Factors -- ______ _____ -- Unique Behaviors
Socioeconomic
________ ______ -- Social Standing -- Unique Behaviors
Unique Behaviors
Socioeconomic -- Social Standing -- ________ ________
Occupation
What are Socioeconomic Factors?
-
-Education
-Ownership
-Income
-Heritage
Education
What are Socioeconomic Factors?
- Occupation
-
- Ownership
-Income
-Heritage
Ownership
What are Socioeconomic Factors?
- Occupation
- Education
-
-Income
-Heritage
Income
What are Socioeconomic Factors?
- Occupation
- Education
- Ownership
-
-Heritage
Heritage
What are Socioeconomic Factors?
- Occupation
- Education
- Ownership
-Income
-
Upper class, middle class, working class, lower class
What are the 4 levels of social standing?
Preferences
What are unique behaviors?
-
- Purchases
- Consumption
- Communication
Purchases
What are unique behaviors?
- Preferences
-
- Consumption
- Communication
Consumption
What are unique behaviors?
- Preferences
- Purchases
-
- Communication
Communication
What are unique behaviors?
- Preferences
- Purchases
- Consumption
-
Single-item index, multi-item index
What are the 2 basic approaches to measuring social class?
Single-Item Index
...
Multi-Item Index
...
Cultural Values
Widely held beliefs that affirm what is desirable
Cultural behavior
Observable shifts in behavior, including consumption behavior, often reflect underlying shifts in ______ _______.
value shifts
Necessary to understand _____ ______ in order to understand current and future consumer behavior
purchase decisions
Gender roles in the US are shifting, with both genders making many ________ _______
Subculture
A segment of a larger culture whose members share distinguishing values and patters of behavior
Ethnic Subculture
Subcultures whose members unique shared behaviors are based on common racial, language, or nationality background
Hispanic
______ is the largest ethnic subculture in the US
25, younger
The African American subculture has a ___% projected growth through 2014, they are ______ (age) than white population, less educated and have lower income
33, changing
The Hispanic Americans population is expected to grow by ____% by 2014. Their income, education, language, and identification with the Hispanic culture are ______ across generations
second cutlure
Hispanic teens are often bicultural-acculturating by adding a _____ ______, and not replacing the first
highest, income
Asian Americans are the _____ educated, highest ______, and most diverse group with multiple nationalities.
Secular
America is a ___ society, meaning education, government and political processes are not controlled by a religious group.
82
_____% of Americans identify with a religion
Roman catholic, protestant, born-again
What are the top 3 Christian subcultures?
Jewish, muslim, buddhist
What are the 3 non-Christian subcultures
fashion, food, entertainment.
Religion affects which consumption groups?
Standardization
This approach standardizes the market mix across markets to enhance efficiency (reduce costs) and consistency
Adaption
This approach adapts themarketing mix to specific markets to enhance effectiveness.
stereotypes
The disadvantages of the adaption approach include: Bad ________, forcedsitations (token white/black person), multiracial, etc
household unit, household life cycle, decision process
What are the 3 factors that affect the household purchase and consumption behavior?
1) Structure of _____ _____
2) Stage of _____ ____ ______
3) Household _______ _______
Married early 20's
Stages of the Household Life Cycle:
1)
2) Several children
3) Children grow and start own families
4) Original couple retires
5) Male dies
6) woman dies
Several children
Stages of the Household Life Cycle:
1) Married early 20's
2)
3) Children grow and start own families
4) Original couple retires
5) Male dies
6) woman dies
Children grow and start own families
Stages of the Household Life Cycle:
1) Married early 20's
2) Several children
3)
4) Original couple retires
5) Male dies
6) woman dies
Original couple retires
Stages of the Household Life Cycle:
1) Married early 20's
2) Several children
3) Children grow and start own families
4)
5) Male dies
6) woman dies
Male dies
Stages of the Household Life Cycle:
1) Married early 20's
2) Several children
3) Children grow and start own families
4) Original couple retires
5)
6) woman dies
woman dies
Stages of the Household Life Cycle:
1) Married early 20's
2) Several children
3) Children grow and start own families
4) Original couple retires
5) Male dies
6)
segmentation
HLC can be an important ____________ variable
purchase consumption
______/_______ of many products are driven by the HLC, with each stage posing unique needs of the household.
Family Decision Making
The process by which decisions that directly/indirectly involve 2+ family members are made
Culture/Subculture
How families interact in a purchase decision is dependent on what 4 things?
1)
2) The role specializations
3) Degree of involvement each has in product area
4) Personal characteristics
The role specializations
How families interact in a purchase decision is dependent on what 4 things?
1) Culture/Subculture
2)
3) Degree of involvement each has in product area
4) Personal characteristics
Degree of involvement each has in product area
How families interact in a purchase decision is dependent on what 4 things?
1) Culture/Subculture
2) The role specialization
3)
4) Personal characteristics
Personal characteristics
How families interact in a purchase decision is dependent on what 4 things?
1) Culture/Subculture
2) The role specialization
3) The degree of involvement each has in a product area
4)
Reference Group
A group whose presume perspectives or values are being used by an individual as the basis for his/her current behavior
Consumption Subculture Group
This group of society has shared a commitment to a certain product/brand. It has an identifiable hierarchy, set of shared values and beliefs, unique jargon and rituals.
Online Leaders
This is a relatively small group who are highly influenced and take on the most responsibility for online community maintenance.
Opinion Leaders
The "Go-to"person for specific types of information. They filter, interpret, and pass along information. Enduring involvement for specific product categories, leading to greater knowledge and expertise.
late
Early purchasers of innovation differ from ____ purchasers
early, late
As product acceptance occurs, attention should shift to the _____ & _____ majority.
Secondary Data
Facts and figures compiled PRIOR to the project. (INTERNAL/EXERNAL DATA)
Primary Data
Data collected NEWLY for the project (OBSERVATIONAL, QUESTIONNAIRE)
51
_____% of households have men as the primary shoppers.
impulse, full price
Men are mission oriented and ____ buyers and more like to pay ____ ____.
Consumer Socialization
The process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the market place.
family
Consumer socialization is primarily provide by the ______
Consumer skills, Consumption preferences, Consumption attitudes
What are the 3 categories of consumer socialization? SPA
Consumer skills
CONSUMER SOCIALIZATION: This is the capabilities to purchase, budget, and do product evaluations
Consumption preferences
CONSUMER SOCIALIZATION: This is the knowledge, attitudes, values attached to the evaluation of different products, brand and retail outlets.
Consumption Attitudes
CONSUMER SOCIALIZATION: Congnitive and affective orientations toward market place stimuli.
Greenwashing
(Heightened interest in sustainability has also unfortunately resulted in this) gives products the appearance of being environmentally friendly without living up to that promise.
Product Position
An image of the product/brand in the consumer's mind relative to competing products or brands. (Determined by communications of the brand)
Ascribed role
This role is an attribute over which the individual as little or no control
Achievement Role
This role is the performance criteria over which the individual has some degree of control (i.e. occupational role)
Traditional role
This role is assumed in a marriage in which the husband assumes the responsibility of working, while the wife stays at home taking care of the kids
Modern Role
This role is assumed in a marriage in which both the husand and wife share the responsibilities
Primary Groups
This reference group includes friends and family- strong ties and frequent interaction.
Secondary Groups
This reference group includes proffesionals and neighborhood associations. Weak ties and less frequent interaction
Dissociative reference groups
This reference group can influence behavior with negative desirability.
Aspirational reference group
This reference group exerts a strong influence. Nonmembership groups with positive attraction
Informational influence
This is a reference group influence that occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information
Normative Influence
This is a reference group influence that occurs when an individual fulfills group expectations to grain a direct reward or avoid a sanction
Identification Influence
This is a reference group influence that occurs when an individual has internalized the groups values and norms (it becomes natural)
Ethnic groups
______ groups are usually used to describe subcultures. Also use religious and geographic areas