MKTG 313 Study Guide - Midterm Guide: Brand Loyalty, Marketing Mix, Consumer Behaviour
MKT 313 exam 4
Situational Influence
includes all those factors particular to a time and place that do not follow from a knowledge of
the stable attributes of the consumer and the stimulus and that have an effect on current
behavior
a specific situation
the purchase decision and consumption prices always occur in this context
To understand a consumers behavior, we must know about the
consumer, situation, and stimulus object as consumers respond to marketing influences and
the situation simultaneously
Consumer behavior occurs within 4 board categories or types of situation
Usage situation, communications situation, purchase situation, and disposition situation
5 key characteristics of situations are
physical surroundings, social surroundings, temporal perspectives, task definition, and
antecedent states
ritual situation
refers to a socially defined occasion that triggers a set of interrelated behaviors that occur in a
structured format and that have symbolic meaning
antecedent states
refer to features of the individual person that are not last characteristics, such as momentary
moods or conditions
consumers give gifts for many reasons such as:
social expectations, ritualized consumption experiences, to elicit return favors, and as an
expression of love and caring
purchase involvement
the level of concern for, or interest in, the purchase process triggered by the need to consider a
particular purchase
3 types of consumer decision making
nominal, limited, and extended
problem recognition
the first stage in the consumer decision process, and is the result of desicrepancy between a
desired and an actual state that is sufficient to arouse and activate the decision process
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Document Summary
To understand a consumers behavior, we must know about the consumer, situation, and stimulus object as consumers respond to marketing influences and the situation simultaneously. Consumer behavior occurs within 4 board categories or types of situation. Usage situation, communications situation, purchase situation, and disposition situation. Marking managers have 4 concerns related to problem recognition discovering consumer problems developing the marketing mix to solve consumer problems helping consumers recognize problems suppressing problem recognition among consumers. 5 primary sources of info availible to consumers: memory, personal sources, independent sources, marketing sources, and experiential sources. Nominal decision making uses maintenance strategy and disrupt strategy. Limited decision making uses capture strategy and intercept strategy. Extended decision making used preference strategy and acceptance strategy shoppertainment the use of engaging, entertaining, and memorable store environments that are emotionally engaging retail outlet refers to any sources of products or services for consumers. Browse and/or purchase in more than one channel simultaneously.
