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54 Cards in this Set
- Front
- Back
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Primary Data |
data collected specifically for the purpose or project at hand; gather to answer a specific research question
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Secondary Data |
data that already exists |
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Sampling |
talking to or observing a deliberately selected portion of a larger group of interest |
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Observation used when behaviors are |
public or traceable repetitive, frequent, or predictable relative brief in duration |
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3 types of observation |
In-home observation Shadowing- observing consumers while shopping Physiological- utilizing scientific techniques to obtain precise readings |
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Consumer Behavior |
study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose or products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society |
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Applications of consumer behavior |
1. Marketing strategy 2. Regulatory Policy 3. Social Marketing 4. Informed individuals |
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Market Segmentation |
1. Identifying Product-related Need sets 2. Grouping customers with similar need sets 3. Describing each group 4. Selecting an attractive segment to serve |
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Marketing Strategy |
answer to the question: How will we provide superior customer value to our target market |
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Market Mix |
1. Product 2. Communications 3. Price 4. Distribution 5. Services |
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Outcomes of a firm's marketing strategy |
1. Firm outcomes 2. Individual outcomes 3. Society outcomes |
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Situational influence |
all factors particular to a time and place that do not follow a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behaviors temporary affects that present how buyers behave |
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4 types of situations |
1. The communication situation-consumers receive information 2. Purchase situation- purchase is made 3. Usage situation- product is used 4. Disposition situation- decisions surrounding disposition of products or product packages after or before product use |
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5 key characteristics of situations |
1. Physical surroundings 2. Social surroundings 3. Temporal perspectives 4. Task definition 5. Antecedent states |
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Store atmosphere |
sum of all the physical features of a retail environment; influences consumer judgement of the quality of the store and the store's image |
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Atmospherics |
process to create a specific mood in shoppers |
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Servicescape |
atmosphere of a service business Ex: bank, hospital |
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Physical surroundings |
1. Colors 2. Aromas 3. Music 4. Crowding |
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Embarrassment |
negative emotion influenced by both the product and situation |
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Major distinctions in task definition |
Self-use Gift-giving |
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Types of antecedent states |
Moods Momentary conditions Ex: broke, ill a great deal of marketing activity is directed toward momentary conditions |
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Ritual situation |
socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning (done as a part of a ritual) |
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Purchase Involvement |
level of concern for, or interest in, the purchase process |
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Product involvement |
focused on certain brand |
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Nominal decision making |
occur when there is very low involvement with the purchase |
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Limited decision making |
internal and limited external search, few alternatives (few decisions made but not too many) |
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Extended decision making |
extensive internal and external search followed by a complex evaluation of multiple alternatives |
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Two types of purchases that constitute nominal decision-making |
brand loyal purchases repeat "habitual" purchases |
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Problem recognition |
result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process |
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Active problem |
consumer is aware of or will become aware of in normal course of events (convince consumer that its brand is the superior solution) |
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Inactive problem |
the consumer is not aware of problem (must convince consumer of problem and their brand is a superior solution) |
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Generic Problem recognition |
involves a discrepancy that a variety of brands within a product category can reduce increasing generic problem recognition generally results in an expansion of the total market |
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Selective Problem recognition |
involves a discrepancy only one brand can solve firms attempt to cause selective problem recognition to gain or maintain market share |
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Desired state |
advertising benefits that they hope these benefits will become desired by consumers |
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Actual state |
Even your best friend won't tell you...but we will |
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Consumer often recognize problems at times when purchasing a solution is difficult or impossible |
Ex: we become aware of a need for insurance after an accident, we want cold medicine when we are sick but don't feel like driving to the store |
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Internal Search |
search of long-term memory to determine if: 1. a satisfactory solution is known 2. what are types of potential solutions 3. ways to compare the possible solutions |
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External search |
answered not found through internal search, then the search process is focused on relevant external information involves independent sources, personal sources, marketer-based information, and product experience |
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Ongoing search |
deliberate external search in the absence of product recognition to acquire information for possible later use bc the process itself is pleasurable |
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Evaluative Criteria |
the product characteristics required to meet the consumer's needs or solve a particular problem |
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Appropriate alternatives after determining the evaluative criteria |
1. awareness set 2. inert set 3. inept set 4. evoked set |
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Awareness set |
includes brands/products consumer are aware of |
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Inert set |
includes brands/products consumers are aware of and view in a neutral manner |
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Inept set |
includes brands/products consumers are aware of and view negatively |
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Evoked set |
includes those brands/products the consumer will further evaluate for the solution to a particular problem. Substitutes do play a role. |
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5 primary sources of information available to consumers |
1. Memory 2. Personal sources 3. Independent sources 4. Marketing sources 5. Experiential sources |
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3 major strategic issues marketers face regarding the internet's role in information search and decision making |
1. How can they drive their information to consumers? 2. How can they drive consumers to their information? 3. How (if at all) can online selling be utilized or integrated with existing channels? |
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3 Assumptions versus reality regarding rational choice theory |
1. A: consumers seek one optimal solution to a problem and choose on that basis R: consumers have all sorts of "metagoals" that are different from this 2. A: Consumer have the skill and motivation to find the optimal solution R: consumers lack the skill and motivation to do so 2. A: optimal solution does not change as a function of situation factors R: Context effects are common |
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3 types of consumer choice processes |
1. Affective choice 2. Attitude-Based choice 3. Attribute-Based choice |
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Afffective choices |
choices are often based primarily on the immediate emotional response to the product or service |
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Attitude-Based Choice |
involves the general attitudes, summary impressions, intuitions, or heuristics; |
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Attribute-Based Choice |
requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands |
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Surrogate indicator |
an attribute used to stand in for or indicate another attribute |
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Compromise Effect |
occurs when an added option (or competitor) makes an existing option appear to be the "compromise" solution |
