marketing test 2

marketing test 2 - Consumer behavior- the process involved...

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Consumer behavior - the process involved when individuals or groups select, purchase, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires Involvement- The relative importance of perceived consequences of the purchase to a consumer, we are more involved in decision making for products we see as risky. Perceived risk- The belief that choice of a product has potentially negative, either financial, physical, or social. Hard to understand or expensive, computer or a sports car #1 Problem recognition- the process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state; this recognition initiates the decision-making process #2 Information search- the process whereby a consumer searches for appropriate information to make a reasonable decision #3 Evaluation of alternatives- Evaluate criteria- the dimensions used by consumers to compare competing product alternatives #4 product choice- Heuristics- a mental rule of thumb that leads to a speedy decision by simplifying the process i.e. “price= quality” Brand loyalty- a pattern of repeat product purchases, accompanied by an underlying positive attitude toward the brand, that is based on the belief that the brand makes the products superior to its competition #5 post purchase evaluation- Consumer satisfaction/ dissatisfaction- the overall feelings or attitude a person has about a product after purchasing it Perception- the process by which people select, organize and interpret information from the outside world Motivation- an internal state that drives us to satisfy needs by activating goal-oriented behavior. Hierarchy of needs- an approach that categorizes motives according to five levels of importance, the more basic needs being on the bottom of the hierarchy and the higher needs at the top Learning- a relatively permanent change in behavior caused by acquired information or experience Behavioral learning theories- theories of learning that focus on how consumer behavior is changed by external events or stimuli
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Classical conditioning- the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus, an ad with a beautiful scene so that you will transfer your thoughts of the scene to the product Operant conditioning- learning that occurs as the result of rewards or punishments, prize at the bottom of the cereal box Stimulus generalization- behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli; Dole at first made fruit then used that image to introduce juices and such
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marketing test 2 - Consumer behavior- the process involved...

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