Chapter 5 marketing

What is the focus of Consumer Behavior in marketing?

Understanding how consumers make purchasing decisions.

Define Consumer Market.

All the individuals and households that buy or acquire goods and services for personal consumption.

What is the Stimulus-Response Model of Buyer Behaviour?

It illustrates how stimuli are changed into responses inside the consumers’ ‘black box’.

List four key sets of buyer characteristics that influence Consumer Behavior.

Cultural, Social, Personal, Psychological.

What factors comprise 'Culture' in consumer behavior?

Basic values, perceptions, wants, and behaviors learned from family and other institutions.

Why are subcultures important in marketing?

They represent distinct market segments that require tailored marketing strategies.

What is a Total Market Strategy?

Integrating ethnic themes and cross-cultural perspectives to appeal to similarities across subcultural segments.

Define Social Class.

Relatively permanent divisions in a society whose members share similar values, interests, and behaviors.

How does social class affect consumer behavior?

Members of a social class tend to exhibit similar buying behavior and preferences.

What role do reference groups play in consumer behavior?

They serve as points of comparison or influence consumer attitudes and behaviors.

What is 'Word-of-mouth influence'?

The effect of personal recommendations from trusted sources on buying behavior.

What are the four types of buying behavior?

Complex, Dissonance-Reducing, Habitual, and Variety-Seeking Buying Behavior.

What is the first stage of the Buyer Decision Process?

Need Recognition.

What influences the Need Recognition stage?

Internal stimuli and external stimuli that trigger the recognition of a need.

What is the purpose of Information Search in the Buyer Decision Process?

To gather more details about potential products or services.

Identify the four types of information sources during the Information Search.

Personal, Commercial, Public, and Experiential sources.

What happens during the Evaluation of Alternatives stage?

Consumers assess and compare various brand options.

What can impact the Purchase Decision?

Attitudes of others and unexpected situational factors.

What occurs during Post-purchase behavior?

Consumers evaluate their satisfaction with the purchase and its performance.

What does Cognitive Dissonance refer to in the buying process?

Buyer discomfort caused by post-purchase conflict.

Define Adoption in the context of new products.

The decision by an individual to become a regular user of the product.

What are the five stages of the Adoption Process?

Awareness, Interest, Evaluation, Trial, Adoption.

Which group of consumers tries new ideas early but carefully?

Early Adopters.

What are five characteristics that influence the rate of adoption of a new product?

Relative advantage, Compatibility, Complexity, Divisibility, Communicability.

What does 'Motivation' refer to in consumer behavior?

A need that is pressing enough to direct a person to seek satisfaction.

Name the five levels of Maslow's Hierarchy of Needs.

Physiological, Safety, Social, Esteem, Self-actualization.

How does perception affect consumer buying behavior?

It influences how consumers interpret and react to marketing messages.

What is the difference between Beliefs and Attitudes?

Beliefs are descriptive thoughts about something; attitudes are consistent evaluations towards it.

How can lifestyle impact consumer purchasing decisions?

It expresses the consumer's activities, interests, and opinions, affecting what they buy.

What drives Learning in consumer behavior?

Changes in behavior arising from experience, influenced by stimuli and responses.

Define Complex Buying Behavior.

Occurs when consumers are highly involved in a risky, infrequent, or self-expressive purchase.

What triggers Dissonance-Reducing Buying Behavior?

High involvement in purchase with little brand difference.

What happens in Habitual Buying Behavior?

Low involvement with frequent purchases where consumers buy out of habit rather than loyalty.

In Variety-Seeking Buying Behavior, what is often present?

Significant perceived brand differences and low consumer involvement.

What is a personal characteristic of consumers that affects buying behavior?

Age and life-cycle stage.

How does occupation affect consumer buying preferences?

It influences the goods and services purchased based on occupational needs.

What type of information do Commercial sources provide in the Information Search stage?

Advertisements and websites that inform consumers about products.

What is the role of family in consumer buying behavior?

It significantly influences purchase decisions and reflects changing roles in society.

How does status relate to consumer behavior?

It reflects the esteem given to a social role, affecting product choice.

What is the impact of online social networks on consumer decision-making?

They allow two-way interaction and information exchange about brands and products.

Define 'Adopter Categories' in the context of innovation adoption.

Groups characterized by their time of adopting new innovations.

Consumer buyer behavior

The buying behavior of the final customer

Consumer behavior 4 chbuyer charactertics

Culture , social , personal, physiological

Buzz marketing

Using opinion leaders to be brand ambassadors