Marketing 6

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Anonymous
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135241
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Marketing 6
Updated:
2012-02-14 14:17:31
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stutz031
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stutz031
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  1. 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.
  2. 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
  3. Consumer Buying Decisions and Consumer Involvement
    • Routine Respone Behavior- less involved
    • Limited Decision Making- moderately involved
    • Extensive Decision Making- more involved
  4. Factors Influencing Buying Decisions (4)
    • 1) cultural
    • 2) social
    • 3) individual
    • 4) psychological
  5. Culture
    system of values and norms shared among a group of people, and when taken together, constitute a design for living
  6. Values
    • -abstract ideas about what a group believes to be good, right, and desirable
    • -have emotional significance (freedom)
  7. Norms
    social rules and guidelines that prescribe appropriate behavior in particular situations
  8. 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.
  9. Social Influences (3)
    • 1) reference groups
    • 2) opinion leaders
    • 3) family members
  10. Reference Groups (2)
    • 1) Direct- primary or seconday
    • 2) Indirect- aspirational or nonaspirational
  11. Individual Influences (3)
    • 1) Gender
    • 2) Age Life Cycle
    • 3) Personality Self-Concept Lifestyle
  12. 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.
  13. 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
  14. 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
  15. 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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