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Consumer Behavior
sthe study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
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Consumer Decision Making Process (5)
- 1) Need Recognition
- 2) Information Speech
- 3) Evaluation of Alternatives
- 4) Purchase
- 5) Postpurchase Behavior
- -cultural, social, individual and psychological factors affect all of these steps
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Consumer Buying Decisions and Consumer Involvement
- Routine Respone Behavior- less involved
- Limited Decision Making- moderately involved
- Extensive Decision Making- more involved
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Factors Influencing Buying Decisions (4)
- 1) cultural
- 2) social
- 3) individual
- 4) psychological
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Culture
system of values and norms shared among a group of people, and when taken together, constitute a design for living
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Values
- -abstract ideas about what a group believes to be good, right, and desirable
- -have emotional significance (freedom)
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Norms
social rules and guidelines that prescribe appropriate behavior in particular situations
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Social Class
A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
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Social Influences (3)
- 1) reference groups
- 2) opinion leaders
- 3) family members
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Reference Groups (2)
- 1) Direct- primary or seconday
- 2) Indirect- aspirational or nonaspirational
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Individual Influences (3)
- 1) Gender
- 2) Age Life Cycle
- 3) Personality Self-Concept Lifestyle
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Lifestyle and its nature
- -basically how a person lives. how one enacts his/her self-concept
- -influences all aspects of one's consumption behavior
- -determined by the persons past experiences, innate characteristics, and current situation.
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Physchological Influences
- perception consists of those activities by which an individual acquires and assigns meaning to stimuli.
- 1) selective exposure
- 2) selective distortion
- 3) selective retention
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Motivation
- -reason for behavior
- -a motive is a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
- -there are numerous theories of motivation, and many offer useful insights for the marketing manager
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Maslow's Hierarchy of Needs (5)
- top to bottom:
- 1) self actualization
- 2) esteem needs (recognition, status)
- 3) social needs (sense of belonging, love)
- 4) safety needs (security, protection)
- 5) physiological needs (hunger, thirst)
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