This is a complete summary for the first intermediate test of the Consumer & Marketing course (323623-B-6).
The summary contains chapters 1-7, and is 36 pages in total
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DEEL I - BOEK................................................................................................................................................3
Chapter 1: An introduction to consumer behavior.......................................................................................3
Chapter 2: Consumer well-being..................................................................................................................7
Chapter 3: Perception.................................................................................................................................10
Chapter 4: Learning and Memory...............................................................................................................16
Chapter 5: Motivation and Affect...............................................................................................................22
Chapter 6: The Self: Mind, Gender, and Body............................................................................................27
Chapter 7: Personality, Lifestyles and Values.............................................................................................30
,DEEL I - BOEK
Stof tussentoets 1: Chapters 1-7
Chapter 1: An introduction to consumer behavior
Introduction
Marketers find it useful to categorize consumers in terms of age, gender, income or
occupation demographics -or- descriptive characteristics of a population
The use of market segmentation strategies means an organizations targets is
product only to specific groups of consumers.
In consumption communities, members share opinions and recommendations about
something. The members of the group use the same products and therefore,
bonds are created with fellow group members. There is also pressure on each group
member to buy things that will meet with the group’s approval, out of fear for
rejection.
What is consumer behavior?
Consumer behavior is a process
“It is the study of the processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas, or experiences to satisfy
needs and desires”
Important component of consumer behavior: the exchange
A transaction in which two or more organizations or people give and receive
something of value
Consumer = a person who identifies a need or desire, makes a purchase, and then
disposes of the product during the three stages of the consumption process
Organizations exist to satisfy consumer needs
How to divide consumers up?
Marketers have to understand the wants and needs of different consumer segments
It is important to identify distinct market segments and to develop specialized
messages and products for those groups
Some dimensions to divide up a larger market
Heavy users: the most faithful customers of a certain
company
80/20 Rule: 20 percent of users account for 80 percent of
sales
Demographics: measure observable aspects of a population;
The most important demographics are:
Age
Gender
, Family structure
Social class and Income
Race and Ethnicity
Geography
Lifestyles
Two other types of marketing
Relationship marketing : building relationships between brands and
customers that will last a lifetime; interacting with consumers on a regular
basis and maintain a bond with the company
Database marketing: tracking of specific consumer buying habits to explore
customers’ wants and needs
Marketing’s impact on consumers
Our choices as consumers relate in powerful ways to the rest of our lives.
Role theory takes the view that much of consumer behavior resembles actions in a
play: we as consumers seek the lines, props, and costumes necessary to put on a
good performance.
It is important for marketers to provide each of us “actors” with the props we need
to play all our varied roles, such as “geek” or “hipster”
Some of the types of relationships a person might have with a product:
Self-concept attachment = the product helps to establish the user’s identity
Nostalgic attachment = the product serves as a link with a past self
Interdependence = the product is a part of the user’s daily routine
Love = the product elicits emotional bonds of warmth,
passion,
or other strong emotions
What does it mean to consume?
Our motivations to consume are complex and varied
People often buy products not for what they do, but for what they mean; roles
products play in our lives extend well beyond the tasks they perform
We choose the brand that has an image consistent with our underlying needs
Brand images: meanings of a brand that have been carefully crafted with
marketing, commercials and other branding strategies
Needs vs. wants
Need = something a person must have to live or achieve a goal
(e.g. hunger)
Want = a specific manifestation of a need that personal and
cultural factors determine (e.g. Big Mac)
The global “always-on” consumer
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