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44 Cards in this Set
- Front
- Back
Consumer Buyer Behavior |
Consumers/individuals/households that buy goods and services for personal consumption |
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Consumer Market |
All the individuals and households that buy or aquire goods and services for personal consumption |
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Model of Buyer Behavior (Diagram p159) |
see book |
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Factors Influencing Consumer Behavior (Diagram p 159) |
see book |
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Social Classes |
Society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors |
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Social Factors |
small groups family social roles status |
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Groups |
Two or more people who interact to accomplish individual or mutual goals, influence a person's behavior |
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Opinion Leaders |
People within a reference group who bc of special skills, knowledge, personality, or other characteristics, exerts social influence on others |
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Buzz Marketing |
Involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products. |
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Online Social Networds |
Online social communities- blogs, networking, etc...where people socialize or exchange info and opinions. |
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Lifestyle |
Person's pattern of living as expressed in his or her activities, interests, and opinions. |
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Personality |
Unique psychological characteristics that distinguish a person or group. |
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Brand Personality |
Specific mix of human traits that may be attributed to a particular brand. |
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Motive (Drive) |
Need that is sufficiently pressing to direct the person to seek satisfaction. |
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Perception |
Process by which people select, organize, and interpret info to form a meaningful picture of the world. |
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People can form different perceptions of the same stimulus bc of three perceptual processes... |
1. Selective Attention 2. Selective Distortion 3. Selective Retention |
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Maslow's Hierarchy of Needs (Diagram p 172) |
Top 1. Self Actualization 2. Self Esteem 3. Social 4. Safety 5. Physiological |
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Learning |
Changes in an individual's behavior arising from experience. |
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Motivation Research |
Qualitative research designed to probe consumers hidden, subconscious motivations. |
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Interpretive Consumer Research |
Dig deeper into consumer psyches and develop better marketing strategies |
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Selective Attention |
Tendency for people to screen out most of the info to which they are exposed |
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Selective Retention |
Consumers are likely to remember good points made about a brand they favor and forget good points made about competing brands. |
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Selective Distortion |
The tendancy of people to interpret info in a way that will support what they already believe. |
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Subliminal Advertising |
Advertising without knowing it |
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Drive |
A strong internal stimulus that calls for action |
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Belief |
Descriptive thought that a person holds about something |
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Attitude |
Describes a person's relatively consistent evaluations, feelings, and tendencies toward and object or idea. |
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Complex Buying Behavior |
Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands. |
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Dissonance-Reducing Buying Behavior |
Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands. |
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Habitual Buying Behavior |
Consumer buying behavior in situations characterized buy low consumer involvement and few significant perceived brand differences. |
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Variety Seeking Buying Behavior |
Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences. |
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Need Recognition |
First stage of the buyer decision process, in which the consumer recognizes a problem or need |
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Information Search |
The stage of the buyer decision process in which the consumer is motivated to search for more info. |
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Alternative Evaluation |
The stage of the buyer decision process in which the consumer uses info to evaluate alternative brands in the choice set |
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Purchase Decisions |
The buyer's decision about which brand to purchase. |
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Postpurchase Behavior |
The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction. |
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Cognitive Dissonance |
Discomfort caused by postpurchase conflict. |
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New Product |
A good, service, or idea that is perceived by some potential customers as new. |
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Adoption Process |
The mental process through which an individual passes from first hearing about an innovation to final adoption. |
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Relative Advantage |
The degree to which the innovation appears superior to existing products. |
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Compatibility |
The degree to which the innovation fits the values and experiences of potential consumers. |
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Complexity |
The degree to which the innovation is difficult to understand or use. |
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Divisibility |
The degree to which the innovation may be tried on a limited basis |
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Communicability |
The degree to which the results of using the innovation can be observed or described to others. |