+
Related Flashcards
Related Topics
Cards In This Set
| Front | Back |
|
What is consumer behavior?
|
Process when individuals/ goups select acquire use dispose of products services ideas experiences to satisfy needs/desires.
|
|
What affects CB?
|
Psychological core, process of decision making, environment/culture, and CB outcomes.
|
|
Psch. core
|
Motivation, ability, and opportnunity to process. exposure, attention, and perception. memories, changing attitudes.
|
|
Process of decison making
|
Problem recognition and info search, post decision process
|
|
CB outcomes
|
Consumption as symbolism, difusion of CB's though out marketing
|
|
3 factors of new consumerism
|
1.perception of consumption
2.aspirational gap 3. branding
|
|
Aspirational gap
|
Difference between what people want and what they can actually afford...has led to much American debt/no public wealth
|
|
Primary data
|
Original, gathered with research objectives in mind. gathered by you. (use second/ harder to acquire $$$)
|
|
Secondary data
|
Pre-existing, collected without research in mind. (use first)
|
|
Qualitative
|
Categorical groupings, non numerical, descriptive. Focus groups used a lot to gather.
|
|
Quantitative
|
Numerical only
|
|
Motivation process
|
Once driven consumes determine what is wanted and acts accordingly. Drives... wants... behaviors.
|
|
Needs
|
Functional, hedonic, symbolic, achievement, affiliation, power, uniqueness.
|
|
AIO
|
Activites, intersts, opinions
|
|
STP
|
Segmenting, targeting, postitioning
|
