MRKT EXAM II Review

MRKT EXAM II Review - MRKT EXAM II Review CH 5 Consumer Markets and Consumer Buyer Behavior Consumer market o All individuals/households who by

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MRKT EXAM II Review CH 5 Consumer Markets and Consumer Buyer Behavior Consumer market o All individuals/households who by products for personal consumption Consumer Buying Behavior o Buying behavior of individuals and households that buy, use and dispose of products, services, ideas, etc. for personal consumption Consumer behavior o How consumers make purchase decisions and how they use and dispose of product Model of Buyer Behavior Stimulus Response Model - m arketing and other stimuli ent er the buyer’s “black box” and produce certain choice/purchas e respons es - m arkets m ust figure out what is inside of the buyer’s “black box” and how stimuli are chang ed to respons es Factors influencing consu m er b eh avior Culture Cultural values, language, myths, customs, rituals, laws, material artifacts core American values: success, freedom, individualism, freedom, materialism, progress Subculture
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a group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences subcultures important to marketers are age, racial, and ethnic lifestyles, activities, interests Social Class relatively Permanent divisions whose members share similar values, interest and behavior measured by wealth and or income, occupation, education, family origins, and other variables Social Groups - m e m b ership, reference (aspirational groups), opinion leaders (buzz - influences of reference groups o they s erve as inform ation sources and influence p erceptions o they affect an individuals aspiration o their norms either constrain or stimulate consu m er beh avior - college stud ents m ake up one of this country’s m ost influential consu m er reference groups, even though de mographically it is one of the s m allest. - Reference group o A ass et of people a consu m er wants to pleas e or imitate and that thus has an effect on an individual’s evaluations, aspirations, or b eh avior - conformity o m e a ns p eople chang e b eh avior due to group pressure - opinion leaders o p eople who influence others’ attitudes or b eh aviors becaus e others p erceive the m as poss essing expertise about the product o have high interest in product category o upd ate knowledge by reading, talking with s alesp eople, etc. o impart both positive and n eg ative product information o are a mong the first to buy new products Family - children can influence - changing concept of family - influencer, buyer, us er - chief financial officer Roles and status Personal Gender Age and life cycle Occupation Economic situation Lifestyle - a pattern of living that d eter mines how p eople choose to spend their tim e, - psychographics o group consu m ers according to psychological and beh avioral similarities - activities, interests, and opinions - lifestyle s eg m e ntation Personality and s elf-concept - brand personality - the s et of unique psychological characteristics that consistently influences the way a person responds to situations in the e nviron m ent
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This note was uploaded on 09/26/2011 for the course MRKT 341 taught by Professor Staff during the Spring '08 term at UNL.

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MRKT EXAM II Review - MRKT EXAM II Review CH 5 Consumer Markets and Consumer Buyer Behavior Consumer market o All individuals/households who by

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