CH5 Marketing116
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| Consumer Behaviour | how consumers make purcahses decision and how they use and dispose of purchased goods or services, also includes the factors that influence purchase decision and product use
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| Consumer Decision Making Process | a five step process used by consumer when buying goods or services- need recognition, information serach, evaluation of alternatives, purchase, postpurchase behaviour
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| Need recgonition | result of a n imbalance between acutal and desired states
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| Stimulus | any unit of input affecting one or more of the five senses: sight, smell, taste, touch, hearing
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| Want | a particular product or service that the consumer believes could satisfy an unfulfilled need.
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| Internal information search | the process of recalling information stored in ones memory
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| External Information Search | the process of seeking information in the outside environment
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| Non-makrketing controlled informaiton source | a product information source not associated with advertising or promotion.
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| Marketing controlled information source | a product information source that originates with marketers promoting the product.
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| Evoked Set ( consideration set) | a group of the most prefferred alternatives resulting form an information search, which a buyer can further evaluate to make a final choice
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| Cognitive Dissonance | inner tension that consumers experiences after recognizing an inconsistency between behaviour and values or opinions
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| Involvement | the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behaviour
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| Routine Response Behaviour | the type of decision making exhibited by consumers buying frequently purchased, low cost goods and services; requires little search and decision time.
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| Limited Decision Making | the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category.
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| Extensive Decision Making | the most complex typle of consumer decision making, used when consider the purchase of unfamiliar, expensive product or an infrequently purchased item; requires the use of several criteria for evaluating options and much time for seeking information
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| Culture | the set of values, norms, attitudes and other meaningful symbols that shape human behaviour and the artifacts, or products, of that behaviour as they are transmitted from one generation to the next
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| Value | the enduring belief shared by a society that a specific mode of conduct is personally or socially preferable to another mode of conduct
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| Subculture | a homogeneous group of people who share elements of the overall culture and also have their own unique cultural elements
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| Social Class | a group of people who are considered nearly equal in status o community esteems who regularly socialize among themselves both formally and informally, and who share behavioural norms
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| Reference Group | a group in society that influences an individuals purchasing behaviour
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| Primary membership groups | groups with which individuals interact regularly in an informal face to face manner (Friends go coworkers)
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| Secondary membership groups | groups with which induviduals interact less consistently and more formally than with primary membership groups (professional associations, religious groups)
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| Aspirational Reference groups | groups individuals would like to join
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| Norms | the values and attiatided deemed acceptable by a group
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| Nonaspirational reference group | groups that influence our behaviour because we DONT want to by like them
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| Opinion leader | an individual who influences the opinions of others
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| Sociometric leader | a low profile, well respected collaborative professional who si socially and professionally well connected
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| Socialization Process | the passing down of cultural values and norms to children
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| Personality | a way of organizing and grouping the consistency of an individuals reactions to situations
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| Self-Concept | how consumers perceive themselves in terms of attitudes, perceptions, beliefs and self evaluations.
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| Ideal self image | the way an individual would like to be
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| Real self image | the way an individual actually perceives himself or herself
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| Lifestyle | a mode of living as identified by a persons activities, interests and opinions
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| Psychological influences | tools that consumers use to recognize, gather, analyze ans self organize to aid in decision making
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| Perception | the process by which people select, organize and interpret stimuli into a meaningful and coherent picture
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| Selective Exposure | the process whereby a consumer decides which stimuli to notice an which to ignore
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| Selective Distortion | a process whreby consumers change or distort information that conflicts with their feelings or beliefs
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| Selective Retention | a process whereby consumer remember only information that supports their personal beliefs
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| Motive | a driving force that cuase a person to take action to satisfy specific needs
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| Maslows Heirarchy of needs | a method of classifying human needs- physiological- safety- social-esteem-self actualization
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| Learning | a process that creates changes in behaviour immediate or expected through experience and practice
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| Belief | an organized pattern o knowledge that an individual holds as true about his or her world
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| Attitude | a learned tendency to respond consistently toward a given objective
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