Many companies or firms use the Internet to help customers better understand and become more familiar with their products and brands.
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Consumer motivation is part of almost all areas of consumer behavior in some way. For example, consumer motivations are exhibited during the need recognition and the evaluation of products stages during consumer decision-making. A family with young children almost certainly experiences different motivation than a retired couple when evaluating vacation options. Similarly, motivation certainly impacts purchasing behavior. Many customers will purchase a product because of the prestige associated with the item, even if they know the purchase may not be the best decision for their overall financial status.
All consumers have ideas about how they picture themselves and how they would like to be viewed by the world. Interjected into those thoughts, consumers include their beliefs about products and how those products may or may not play a role in those images. Consumers may purchase a sporty convertible because of the statement they believe it makes about them. A consumer may wear certain clothing with particular brand names as a way of making a statement about personal taste or economic status. Predicting precisely how consumers’ beliefs will manifest in the marketplace, however, is a difficult job. Customers who believe that high-quality products always cost more may actually shy away from a high-quality product that is priced too low.
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Statements that describe the activities, interests, and opinions of consumers.
Dividing consumers into different market segments based on the benefits they seek from purchasing and consuming products.
A product or product line, store, or service with an identifiable set of benefits, wrapped in a recognizable personality.
The linkages in memory between the brand and other concepts.
The extension of a brand name that is well-known and respected in one product category to another product category for which it had not been known before.
When constructing an evaluation of a choice alternative, consumers do so based on the particular category to which the alternative is assigned.
A process of opinion formation in which opinions are formed from a thoughtful consideration of relevant information.
Those alternatives considered during decision making.
A grouping of closely related primary metropolitan statistical areas.
Consumption that is motivated to some extent by the desire to show one’s successfulness to other people.
The process of understanding consumer trends, global consumer markets, models to predict purchase and consumption patterns, and communication methods to reach target markets most effectively.
Activities people undertake when obtaining, consuming, and disposing of products and services.Also, a field of study that focuses on consumer activities.
Also known as the CPD model, this is a road map of consumers’ minds that marketers and managers can use to help guide product mix, communication, and sales strategies.
The series of stages that a consumer passes through during life and that change an individual’s behavior over time.
The drive to satisfy both physiological and psychological needs through product purchase and consumption.
The process of bringing product design, logistics, manufacturing, and retailing together as a customer-centric demand chain.
Consumers’ usage of the purchased product.
The study of why and how people buy and use products.
A theory of search behavior that proposes that consumers will search for decision-relevant information when the perceived benefits of the new information are greater than the perceived costs of acquiring the information.
The ability to understand the inner logic and coherence of other ways of life and refrain from judging other value systems.
Abbreviated CLV, this is the value to the company of a customer over the whole time the customer relates to the company.
The creation of a database of names for developing continuous communications and relationships with the consumer.
The size, structure, and distribution of a population.
How consumers get rid of products and packaging.
Opinion leaders and role models for others, with good social skills and respect within larger social systems, who adopt new innovations before the masses do.
The study of the economic characteristics of a nation’s population.
The series of stages that a family passes through and that change them over time.
Buying that is unplanned and occurs when consumers unexpectedly experience a sudden and powerful urge to buy something immediately.
Abbreviated IMC, this is a systematic, cross-organizational marketing communication process that is customer-centric, data driven, technically anchored, and branding effective.
Programs that strive to motivate repeat buying by providing rewards to customers based on how much business they do with a company.
The act of an organization to market and sell the same product or service to all consumers. Also know as mass marketing.
A group of consumers with similar needs, behavior, or other characteristics, which are identified through the market segmentation process.
The process of identifying groups of people who are similar in one or more ways (based on demographic, psychographic, behavioral, cultural, and/or other characteristics), but somewhat different from other groups.
The process of transforming or changing an organization to provide what people will buy.
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
A time when productive capacity exceeded demand, causing firms to change their orientation away from manufacturing capabilities and toward the needs of consumers, thus adopting a marketing orientation.
A focus on how an organization adapts to consumers.
A free-standing metropolitan area that is surrounded by nonmetropolitan counties and that is not closely related to other metropolitan areas.
A perception of difference between the desired state of affairs and the actual situation that is sufficient to arouse and activate the decision process.
Rules of behavior held by a majority or at least a consensus of a group about how individuals should behave.
The third stage of the decision making process that focuses on the manner in which choice alternatives are evaluated.
Search motivated by an upcoming purchase decision.
Abbreviated PMSA, this is a metropolitan area that is closely related to another city.
A good or service. The total bundle of utilities obtained by consumers in the exchange process.
Any product recently introduced to the market or perceived to be new as compared to existing products.
The information stored in consumers’ memory about products.
An operational technique of measurement lifestyles that can be used with the large samples needed for definition of market segments.
What consumers think they will buy.
Any person or group of people that significantly affects or influences another individual’s behavior.
What consumers know about one price relative to another.
A positive post-consumption evaluation that occurs when the consumption experience either meets or exceeds expectations.
The difference between what consumers give up for a product and the benefits they receive.