Marketing 303 Test

1. How consumers differentiate between products (preference).
2. Why they buy and consume (what is important to you, how your personality reflects the brand and vice versa)
3. How they think and act when buying (Involvement, belief system, culture, etc.)

Processes involved when individuals or groups, select, purchase, use or dispose of products. Lets us understand why or why not a consumer will buy a product.

• Your reality, but may be different to your neighbours.
• Consists of activities which an individual acquires and assigns meaning to stimuli.

• Begins with exposure
• Attention occurs when the stimulus activates one or more of the sensory receptors. Sensations go to the brain for processing (has to be labelled).
• Interpretation is the assignment of meaning to the stimuli

• Stimulus factors are physical characteristics of the stimulus itself, such as contrast, size, intensity, colour, position etc. (black dot stands out because of white background)

Interests, needs, prior experience’s and learning.

Individual and stimulus factors are both influenced by and influence the situation in which they occur. E.g. consumers mood.

• Stimulus and personal interest factors are used to attract attention to advetisements and packages.
• Characteristics of the target market and the message are studied to ensure that accurate inerpretation occurs.

Left - Language, logic, numbers, math, wordsRight - Rhyme, music, pictures, imagination

Memory - The recollection of past experience (remembered through all senses)

1. Experience
2. Passage of time
3. Second experience relating to the first.

Jog the consumers memory; colours, jingles, shapes and icons.

Sensory Memory - Holding area, buffer (2 secs max)Working memory - (limited capacity), whereby sensory memory is sent for further processing.Long-term memory - Storage, attain memory for a lifetime.

E.g. List of items read of and you try to remember them.Primary - First said thing, sent on for further processingRecency - Last thing, fresh in memory.

Meaning, i.e. champagne = celebration

High school, graduation etc., relate things to different phases in your life.