Studied by 3 people
Consumer Buying Behavior
Understanding why and how consumers make purchasing decisions to predict responses to marketing strategies.
Ultimate Consumers
Purchasers who buy products for personal or household use, not for business purposes.
Consumer Buying Decision Process
The stages include problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
Problem Recognition
When a consumer becomes aware of a difference between a desired state and an actual condition.
Internal Search
Stage in the consumer buying decision process where the buyer retrieves information from memory about potential solutions to a problem.
Problem Recognition
Stage in the consumer buying decision process where the consumer becomes aware of a need for a product.
Information Search
Involves internal and external searches for information about products to resolve a problem.
Internal Search
Initial search stage in the consumer buying decision process where the buyer retrieves information from memory.
Consideration Set
Group of brands viewed as possible alternatives by a buyer during the information search stage.
Purchase
Stage in the consumer buying decision process where the consumer decides from which seller to buy the product.
Consideration Set
Set of brands a buyer considers during the evaluation of alternatives stage.
Consideration Set
Brands a buyer evaluates during the consumer buying decision process.
Evoked Set
Group of brands considered as alternatives for purchase by a consumer.
Evaluative Criteria
Objective and subjective standards used to assess brands within the consideration set.
Evaluative Criteria
Attributes a buyer considers important when evaluating brands within the consideration set.
Marketer-Dominated Sources
Information sources controlled by marketers like salespeople, advertising, packaging, and displays.
Framing
Describing product alternatives and attributes in a way that influences consumer evaluations.
Framing
Influences the decision process of inexperienced buyers during the evaluation of alternatives stage.
Purchase
Stage in the consumer buying decision process where the consumer decides on the brand and seller.
Postpurchase Evaluation
Stage where doubts about the purchase decision may arise, leading to cognitive dissonance.
Cognitive Dissonance
Doubts about a purchase decision that may occur after buying a product.
Cognitive Dissonance
Doubts arising post-purchase, questioning the correctness of the purchase decision.
Influences on Consumer Buying
Categories include situational, social, and psychological influences.
Level of Involvement
Importance and intensity of interest in a product in a particular situation.
Level of Involvement
Determining factor based on interest and importance of a product for an individual.
Enduring Involvement
Intense interest affecting the purchase decision, as seen in Charles and Melody's search for a health club.
Situational Involvement
Influence on purchase decisions based on specific circumstances, as seen in Clarissa's luggage purchase.
Consumer Decision Making
Types include limited problem solving, extended problem solving, and routinized response behavior.
Routinized Response Behavior
Purchase process characterized by habitual buying behavior, like Brandon buying his favorite energy drink.
Routinized Response Behavior
Decision-making process likely used for routine purchases like toothpaste.
Extended Decision Making
Used for significant purchases like a new suit, while limited decision making is for less critical purchases like bed sheets.
Routinized Response Behavior
Buying frequently purchased, low-cost items that need little search effort.
Limited Decision Making
Occurs when a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category.
Extended Decision Making
The most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.
Selective Exposure
Admitting only certain inputs into consciousness.
Perception
The process of selecting, organizing, and interpreting sensations received through the sense organs.
Selective Retention
Remembering inputs that support personal feelings and beliefs and forgetting those that do not.
Perceptual Organization
The assignment of meaning to organized information inputs.
Closure
Mentally filling in missing elements in a pattern or statement during perceptual organization.
Motivation
Buyers' actions are affected by internal energizing forces geared toward satisfying needs, known as motives.
Selective retention
Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not.
Interpretation
Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.
Maslow's hierarchy of needs
Refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival.
Attitude
One's evaluation, feelings, and behavioral tendencies toward an object or idea.
Patronage motives
Psychological influences that determine where a person purchases products on a regular basis.
Learning
The changes in thought processes and behavior caused by new information.
Attitude scale
A means of measuring consumer attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about an object.
Social influences
The forces that other people exert on one's buying behavior.
Reference group
A group whose values, attitudes, or behaviors are adopted by an individual.
Reference Group Influence
Product for which purchasing and brand decisions are strongly influenced by reference groups.
Digital Influences
Online review sites and social networks reduce risk in trying an unknown product by providing information from others.
Word-of-Mouth Referrals
Digital influences have largely replaced word-of-mouth referrals from neighbors, coworkers, and friends.
Opinion Leader Effectiveness
An opinion leader is likely to be most effective when the follower has values and attitudes similar to the opinion leader.
Social Class
A social class is an open aggregate of people with similar social ranking.
Subculture
An open aggregate of people with similar social ranking is referred to as a subculture.
Social Class Grouping
Factors like occupation, education, income, and possessions are used to group people into social classes.
Subculture Division
A culture can be divided into subcultures based on geographic regions or human characteristics like age or ethnic background.
Subcultural Influence
Subculture influences consumer buying decisions, such as Jewish people consuming a majority of bagels in New York City.
Consumer Misbehavior
Shoplifting is an example of consumer misbehavior.
Consumer Fraud
Purposeful actions to take advantage of or harm others during a transaction are best described as consumer fraud.
Limited Decision Making
Kate's decision-making process for selecting an auto repair shop is an example of limited decision making.
Subcultures
Different groups within a society that share common values, customs, and behaviors, such as Hispanic families targeted by Toyota.
Evaluation of alternatives
The phase in the consumer buying process where individuals compare different options based on criteria like gas mileage, as seen with Alicia and Carlos.
High; low
Varying levels of involvement in buying behavior, like high involvement in purchasing cars and low involvement in shopping for groceries.
Situational influences
External factors affecting the consumer buying decision process, such as fatigue impacting decision-making.
Selective distortion
A psychological influence where consumers twist or change information to fit their personal beliefs, as seen in Tierra's perception of Apple.
Consumer misbehavior
Behavior credit card companies aim to prevent, like fraudulent purchases or stolen cards, through monitoring.
Problem recognition; information search
Stages in the traditional consumer buying decision process, where recognizing the need for a new car leads to seeking information.
Extended problem-solving behavior
Behavior exhibited by high involvement purchases like choosing a college or buying a first home.
Social needs
According to Maslow's hierarchy, the need for love and affection falls under this category of human needs.
Tangible items; intangible items
Components of culture that marketers must understand, including physical items like clothing and intangible aspects like social customs.
Consumer misbehavior
Lisa sharing her family's Netflix subscription with friends, costing the electronics and entertainment industries over $50 billion annually.
Enduring; situational involvement
Caleb's deep interest in football compared to Shang's temporary excitement during the Super Bowl.
Limited decision making
Kaitlyn's likely decision-making process when considering purchasing an ice tea maker from Teavana.
Information search
The stage in the consumer buying decision process that comes after problem recognition.
External information search; evaluation of alternatives
Sonya seeking advice from a friend when buying a car and weighing the benefits of different vehicles.
Postpurchase evaluation
Cognitive dissonance is most likely to occur during this part of the decision-making process.
Selective retention
Alberto's confidence in Chipotle's safety measures despite past incidents of E. coli outbreaks.
Social surroundings
Nicole being influenced by the presence of loud children at a restaurant despite other positive aspects.
Patronage motives
Samson's frequent visits to REI due to its product selection, staff friendliness, and environmental activism.
Dissociative reference group; aspirational reference group
Anna's negative view of jocks and admiration for those embracing the Gothic lifestyle.
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Flashcard (102)