Marketing

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Author:
rebekaheh
ID:
36037
Filename:
Marketing
Updated:
2010-09-20 15:14:45
Tags:
Chapter Five
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Description:
Understanding Consumer Behavior
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  1. Consists of the actions a person takes in purchasing and using product and services, including the mental and social processes that come before and after these actions
    Consumer Behavior
  2. consists of the five stages a buyer passes through in making choices about which product and services to buy: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) postpurchase behavior
    Purchase decision process
  3. is the personal, social, and economic significance of the purchase to the consumer
    Involvement
  4. is the energizing force that stimulates behavior to satisfy a need
    Motivation
  5. is a person's consistent behaviors or responses to recurring situations
    Personality
  6. is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world
    Perception
  7. is the anxieties felt because the consumer cannot anticipate the outcomes of a purchase but believes that there may be negative consequences
    Perceived risk
  8. consists of those behaviors that result from (1) repeated experience and (2) reasoning.
    Learning
  9. is a favorable attitude toward and consistent purchase of a single brand over time
    Brand loyalty
  10. is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way
    Attitude
  11. are a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people
    Beliefs
  12. are individuals who have social influence over others
    Opinion Leaders
  13. involves the influencing of people during conversations.
    Word of Mouth
  14. consists of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards
    Reference Groups
  15. consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors
    Family Life Cycle
  16. are the subgroups within the larger, or national, culture with unique values, ieas, and attitudes
    Subcultures

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