Ch 5

  1. Consumer buyer behavior
    refers to the buying behavior of final consumers, individuals and households that buy goods and services for personal consumption
  2. Consumer market
    all the individuals and households that buy or acquire goods and services for personal consumption
  3. Culture
    the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions
  4. subculture
    groups of people with shared value systems based on common life experiences and situations.
  5. Multicultural marketing
    including multicultural ethnic themes and cross culture perspectives within their mainstream marketing
  6. Social class
    relatively permanent and ordered divisions in a society whose members share similar values, interest and behaviors
  7. Groups
    2 or more people who interact to accomplish individual or mutual goals
  8. Word- of-mouth influence
    the impact of the personal word and recommendations of trusted friends, associates and other consumers on buying behaviors
  9. Opinion leaders
    people within a reference group who because of special skills, knowledges, personality or other characteristics exert social influence on others
  10. Family
    most important consumer buying organization in society

    • - consumers focus on roles of each family member and their
    • influence on the purchase of different products and services
  11. life cycle
    the stages through which families might pass as they mature over time
  12. lifestyle
    a person’s pattern of living as expressed in his or her activities interests and opinions
  13. personality
    the unique psychological characteristics that distinguish a person or group
  14. self-image
    people’s possessions contribute to and reflect their identities we are what we consume
  15. Motivation
    a need that is sufficiently pressing to direct the person to seek satisfaction of the need
  16. Perception
    the process by which people select organize and interpret information to form a meaningful picture of the world
  17. selective attention
    the tendency for people to screen out most of the information to which they are exposed
  18. selective distortion
    the tendency for people to forget much of what they learned
  19. selective retention
    means that consumers are likely to remember good points made about a brand they favor and forget good points made a bout a competing brand
  20. drive
    strong internal stimulus that calls for action
  21. beliefs
    a descriptive thought that a person holds about something
  22. attitude
    a person’s consistently favorable or unfavorable evaluation, feelings and tendencies toward an object or idea.
  23. The buyers decision process
    5 stages : need recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior
  24. Information Search 
    personal sources
    family friends, neighbors acquaintances
  25. Information Search 
    commercial sources
    advertising sales people dealer web sites packaging displays
  26. Information Search 
    - public sources
    mass media consumer rating organizations, internet searches
  27. Information Search 
    handling examining using products
  28. Evaluation of Alternatives
    How the consumers process information to arrive at brand choices

    - buying attributes price, style, operating economy, and warranty
  29. cognitive dissonance
    buyers discomfort caused by post purchase conflict

    • uneasy about acquiring drawbacks of chosen brands and not
    • receiving benefits of unchosen brands
  30. New product
    a good, service, or idea that is perceived by some potential customers as new
  31. Adoption process
    • the mental process through which an individual passes from
    • first hearing about an innovation to final adoption

    • 5 stages
    • · awareness
    • · interest
    • ·evaluation
    • ·trial
    • ·adoption
  32. innovators
    venturesome try new products at some risk
  33. relative advantage
    • the degree to which the innovation appears
    • superior to existing products
  34. compatibility
    the degree to which the innovation fits the values and experience of potential consumers
  35. complexity
    • the degree to which the innovation is difficult
    • to understand or use
  36. divisibility
    the degree to which the innovation may be tried on a limited basis
  37. communicability
    • the degree to which the results of using the innovation can be observed
    • or described to others
  38. Systems selling
    • buying a packaged solution to a problem from a single seller, thus
    • avoiding all the separate decisions involved in a complex buying situation
  39. Organizational factors
    • buying organizations have their own objectives, strategies, structure,
    • systems and procedures
Card Set
Ch 5
Marketing by Armstrong