Ch 5

refers to the buying behavior of final consumers, individuals and households that buy goods and services for personal consumption

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

the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

groups of people with shared value systems based on common life experiences and situations.

including multicultural ethnic themes and cross culture perspectives within their mainstream marketing

relatively permanent and ordered divisions in a society whose members share similar values, interest and behaviors

2 or more people who interact to accomplish individual or mutual goals

the impact of the personal word and recommendations of trusted friends, associates and other consumers on buying behaviors

people within a reference group who because of special skills, knowledges, personality or other characteristics exert social influence on others

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

the stages through which families might pass as they mature over time

a person’s pattern of living as expressed in his or her activities interests and opinions

the unique psychological characteristics that distinguish a person or group

people’s possessions contribute to and reflect their identities we are what we consume

a need that is sufficiently pressing to direct the person to seek satisfaction of the need

the process by which people select organize and interpret information to form a meaningful picture of the world

the tendency for people to screen out most of the information to which they are exposed

the tendency for people to forget much of what they learned

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

strong internal stimulus that calls for action

a descriptive thought that a person holds about something

a person’s consistently favorable or unfavorable evaluation, feelings and tendencies toward an object or idea.

5 stages : need recognition, information search, evaluation of alternatives, purchase decision and post purchase behavior

family friends, neighbors acquaintances

advertising sales people dealer web sites packaging displays

mass media consumer rating organizations, internet searches

handling examining using products

How the consumers process information to arrive at brand choices

- buying attributes price, style, operating economy, and warranty

buyers discomfort caused by post purchase conflict

• uneasy about acquiring drawbacks of chosen brands and not
• receiving benefits of unchosen brands

a good, service, or idea that is perceived by some potential customers as new

• the mental process through which an individual passes from
• first hearing about an innovation to final adoption

• 5 stages
• · awareness
• · interest
• ·evaluation
• ·trial
• ·adoption

venturesome try new products at some risk

• the degree to which the innovation appears
• superior to existing products

the degree to which the innovation fits the values and experience of potential consumers

• the degree to which the innovation is difficult
• to understand or use

the degree to which the innovation may be tried on a limited basis

• the degree to which the results of using the innovation can be observed
• or described to others

• buying a packaged solution to a problem from a single seller, thus
• avoiding all the separate decisions involved in a complex buying situation

• buying organizations have their own objectives, strategies, structure,
• systems and procedures