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define consumer behavior and describe the role it plays in marketing decisions
- consumer behavior refers to the buyer behavior of individual consumers.
- it plays a huge role in marketing decision, like what good and services to offer, to whom, and where.
- If marketers can understand the factors that influence consumers, they can develop and offer the right products to those consumers
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desecribe the interpersonal determinants of comsumer behavior: behavior , social, and family influences
- cultural influnces, such as the general work ethic or the desire to accumlate wealth, come from society.
- Core values may vary from culture to culture.
- Group or social influnce include social class, opinion leaders and refence grps with which concumers may want to be affiliated
- Family influnces may come from parents, grandparents, or children
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explain each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory
- need-and imbalacce betwwen a somcumer's actual and desired states.
- motive is the inner state that directs a person toward the goal of satisfying a need
- perception is the meaning that a person attributes to incoming stimuli gathered through the five senses
- attutudes are a person's enduring favorable or unfavorable evaluations, emotions, or actions tendecies toward something.
- self-concept theory a persons view of himself plays a role in purchasing behavior
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dintinguish between high involvement and low-involvemetnt perchase decisions
- high involvemetn purchase decisions-purchases with high of potential social or economic consequuence like buying a new car or home
- routine purechses that pose little risj to the consumer are called low incolvemt like buying a candy bar
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outline the steps in the consumer decision precess
- six steps
- problem or opportunity recognition
- search
- alternative'prushase decision
- purchase act
- postpurchasse evaluton
- the time involved in each stage of the decision process is determined by the nature of the individual purchases
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differentiate amoung routinizied response behavior, limited problem sloving and extended problem solving by concumers
- 1. refers to repeat purchses made of the same brand or limited grp of items
- 2.occurs when a consumer has previously set criteria for a purchase but then ecounters a new brand or model'
- 3. extended problem solving results when brands are difficult to categorizze or evalute. high invilvemt purchass decisions usually require extended problem solving
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