Marketing

actions a person takes in purchasing and using products and services

• problem recognition
• information search
• alternative evaluation
• purchase decision
• postpurchase behavior

first you may scan your memory for previous experiences with products or brands

needed when past experience or knowledge is not enough, the risk of making the wrong decision is high, and the cost of gathering information is low

• personal sources, such as relatives and friends
• public sources, such as product rating org.
• marketer-demand sources, such as info from advertising companies

represent both the objective attributes of a brand (such as a display) and the subjective one (such as prestige) you use to compare different products and brands

group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class

• from whom to buy
• when to buy

• satisfied customers tell 3 people
• unsatisfied customers tell 9 people

feeling of postpurchase psychological tension or anxiety

personal, social, and economic significance of a purchase to the consumer

each of five stages of the consumer purchase decision process is used, with considerable time and effort devoted to the external information search and the identification and evaluation of alternative

Example: Automobiles, Houses, Audio Systems

consumers typically seek information or rely on a friend to help them evaluate alternatives

Example: toaster, restaurant

consumers recognize a problem, make a decision, and spend little effort seeking external information and evaluating alternatives

Example: table salt, milk

attention is placed on maintaining product quality, avoiding stockout situations, and using repetitive advertising messages to reinforce consumer's knowledge or assure buyers they have made the right choice

Marketers know theire customers seek and process information about objective and subjective brand attributes

• purchase task
• social surroundings
• physical surroundings
• temporal effects
• antecedent states

Reason for engaging in the decision

other people present when a purchase decision is made, may also affect what is purchased

decor, music, and crowding in retail stores may alter how purchase decisions are made

time of day or the amount of time available will influence where consumers have breakfast and lunch and what is ordered

consuer's mood or amount of cash on hand, can influence purchase behavior and choice

energizing force that stimulates behavior to satisfy a need

• Physiological needs
• Safety needs
• Social needs
• Personal needs
• Self-actualization needs

basic to survival and must be satisfied first

involve self-preservation as well as physical and financial well-being

concerned with love and friendship

need for achievement, status, prestige, and self-respect

perfonal fullfillment

person's consistent behaviors or responses to recurring situations

way people see themselves and the way they believe others see them

process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world

filtering of exposure, comprehension, and retention

• occurs when people pay attention to messages that are consistent w/their
• attitudes & beliefs & ignore messages that are inconsistent

involves interpreting information so that it is consistent with your attitudes and beliefs

consumers do not remember all the information they see, read, or hear, even minutes after exposure

see or hear messages without being aware of them

anxiety felf when a consumer cannot anticipate possible negative outcome of a purchase

• obtain seal of approval
• secure endorsements from influential people
• provide free trials of the product
• giving extensive usage instructions
• provide warranties and gaurantees

behaviors that result from repeated experience or reasoning

process of developing automatic responses to a situation built up through repeated exposure

need that moves an individual to action

stimulus or symbol perceived by consumers

action taken by a customer to satisfy the drive

reward

making connections b/w two or more ideas or simply observng the outcomes of others' behaviors and adjusting your own accordingly

favorable attitude toward and consistent purchase of a single brand over time

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way

shaped by our values and beliefs, which are learned

consumers' subjective perception of how a product or brand performs on different attribtutes

based on personal experience, advertising, and discussions with other people

• changing beliefs about the extent to which a brand has certain attributes
• changing the perceived important of attributes
• adding new attributes to the product

mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them

practice of combining psychology, lifestyle, and demographics, is often used to uncove consumer motivations for buying and using products and services

prominent psychographic system

identifies 8 segments based on primary motivation for buying and having certain products and services and their resources

Individuals who have social influence over others

people influencing each other in personal conversations

people to whom an individual looks as a basis for self-appraisal or as a source of personal standards

one to which an individual belongs to

Example: frat, sorority, social clubs

one that a person wishes to be a member of or wishes to be identified with

Example: professional society

one that a person wishes to maintain's distance from b/c of differences in values and behaviors

process by which people acquire the skills, knowledge, and attitudes necessary to functon as consumers

family's progression from formation to retirement, each phase bringing with it distinct purchasing behaviors

married couple with children younger than 18 years

either the husband or wife is mostly responsible for decision

most decisions are made by both husband and wife

• information gatherer
• influencer
• decision maker
• purchaser
• user

refers to the set of values, ideas, and attitutdes that is learned and shared among the members of a group

subgroups within the larger, or national, culture with unique values, ideas, and attitudes

Example: Hispanics, African-Americans and Asian Americans