Consumer Behaviour
Consumer Behaviour - important terms
Consumer Behaviour - important terms
Fichier Détails
| Cartes-fiches | 15 |
|---|---|
| Langue | English |
| Catégorie | Marketing |
| Niveau | Autres |
| Crée / Actualisé | 14.01.2014 / 29.08.2017 |
| Lien de web |
https://card2brain.ch/cards/consumer_behaviour1
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wheel of consumer behaviour - the 5 parts
- consumers in the marketplace
- consumers as individuals
- consumers as decision makers
- consumers and subcultures
- consumers and culture
sensation
immediate respnse of the sensory receptors (eyes, nose) to stimuli (light, colour)
perception
process by whichpeople select, organize, interpret these sensations
other motivational approaches (4)
- need for achieveness
- need for affiliation
- need for power
- need for uniqueness
Maslov pyramide
self-actualisation
ego needs
belongingness
safty
physiological
flow state
- sense of playfulness
- feeling of being in control
- concentration and highly focused attention
- mental enjoyment of activit for itw own sake
- distorted sense of time
- truly involved with product
process of decision making
- problem recognition
- information search
- evaluation of alternatives
- product choice
- outcomes
perceived risks (5)
- monetary risk
- functional risk
- physical risk
- social risk
- psychological risk
informational influence
(form of reference group influence)
- an association of professionals or independent group experts
- those who work with the product as profession
- those friends, neighbours, relatives, or work associates who have reliable information about the brand
- observing a seal of approval of an independent testing agency
- observation of what experts do
utilitarian influence
(form of reference group influence)
- their preferences
- preferences of people with whom he or she has social interaction
- preferences of family members
- desire to satisfy the expectations that others have of him or her
value-expressive influence
(form of reference group influence)
- will enhance the image others have of him or her
- possess the characteristics that he or she would like to have
- is nice to be like the type of person that advertisements show using a particular brand
- are admired or respected b others
- help to show others what he or she is or would like to be
factors that show which people are part of membership reference group
- propinquity
- mere exposure
- group cohesiveness
factors that affect likelihood of conformity (5)
- cultural pressure
- fear of deviance (Abweichung)
- commitment
- group unanimity, size and expertise
- susceptibility to interpersonal influece (Empfänglichkeit)
acculturation outcomes
- assimiliation
- maintenance
- resistance
- segregation
- environmental factors
prerequisities for sucessful adoption of innovation
(5 Voraussetzungen)
- compatibility (Vereinbarkeit)
- trialability (Erprobbarkeit)
- complexity
- observability
- relative advantage
