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Chapter 5: Consumer Markets and Consumer Buyer Behavior

STUDY
PLAY
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