Kotler 2020, 6 kap.

The buying behavior of individuals and households who purchase goods and services for their personal use.

The collective group of all final consumers who make purchases for personal use. It includes billions of individuals and households worldwide.

A model that illustrates the process a consumer goes through when making a purchase decision. It considers factors like need recognition, information search, and post-purchase evaluation.

Factors that influence a consumer's buying behavior. These can be categorized into cultural, social, personal, and psychological factors.

Buying decision behavior where the consumer is highly involved in the purchase and carefully evaluates product options. This usually involves products that are important, expensive, or represent a significant risk.

Buying decision behavior characterized by low involvement and a quick decision. Consumers are aware of the product but lack strong preferences. This often applies to routine purchases like groceries or toiletries.

Buying decision behavior where a consumer is familiar with product choices but prefers one option over others. Often involves products that are not too expensive but still require some deliberation.

A structured flow of steps that consumers typically follow when buying a product. It starts with need recognition and ends with post-purchase behavior.

Individuals who significantly influence the opinions and decisions of others within a specific group or social network.

Marketing strategies that rely on word-of-mouth communication and social buzz to spread awareness and promote products.

People who are chosen and encouraged to promote a brand or product through their social networks and influence.

A marketing tactic where companies identify influential individuals in their target audience and directly target them with marketing campaigns.

The process of adopting a new product is influenced by the interactions and recommendations within social networks.

Social networks that are specifically designed for academics and researchers to share their work and connect with peers.

Social media platforms like Facebook, Twitter, LinkedIn, or specialized sites like Academia.edu, are used for connecting with people, sharing information, and building social relationships.

The trust in recommendations from consumers plays a significant role in buying decisions, as people are more likely to believe what other consumers say.

The tendency for people to interpret information in a way that aligns with their existing beliefs.

A motivated person is ready to act, with their actions influenced by how they perceive the situation.

The process of choosing, organizing, and interpreting information to create a meaningful understanding of the world.

The tendency of people to screen out most of the information they are exposed to, focusing on what is relevant to them. Marketers need to work hard to capture attention.

The process of remembering information that supports existing beliefs while forgetting information that contradicts them.

The flow of information through our five senses (sight, hearing, smell, touch, and taste) is how we learn.

People can form different perceptions of the same stimulus due to individual differences in how they select, organize, and interpret information.

Maslow's Hierarchy of Needs proposes that humans have a hierarchy of needs, with basic physiological needs at the bottom and self-actualization at the top. Each need must be satisfied before moving to the next.

Consumers often do not make a big deal out of choosing the brand in this buying behaviour. In some cases, they may quickly select a product based on familiarity, then evaluate it during consumption.

Consumers perceive that different brands offer distinct features, benefits, or qualities. This encourages them to try new options.

The brand that dominates the market tries to encourage consumers to become loyal and routinely purchase their products. This is achieved through strategies like maintaining high shelf visibility and frequent advertising.

Challenger brands try to attract variety-seeking consumers by offering lower prices, special deals, and promotions to encourage them to switch brands and try something new.

This is the initial step in the buying process, where the consumer recognizes a need or problem that needs to be addressed.

This stage involves consumers gathering information about potential solutions to their needs. Sources can include personal experiences, advertisements, word-of-mouth, and online research.

Here, consumers evaluate different product options based on their needs and preferences. They weigh factors like features, benefits, price, and brand reputation.

The act of purchasing the selected product or service.

The period after purchasing where consumers evaluate their satisfaction with the product or service, considering factors like quality, performance, and overall experience.

The level of commitment a consumer has towards a particular purchase, influenced by factors like perceived risk, personal importance, and financial investment.

A comprehensive model outlining the steps consumers typically take when making a buying decision, providing a framework for understanding the process.

The basic values, perceptions, preferences, and behaviors that a person learns from family and other important institutions.

Groups within a culture that have distinct sets of values and lifestyles.

A person's reference groups like family, friends, and social networks, which strongly influence product and brand choices.

The degree to which the results of using an innovation can be observed or described to others.

Factors that affect the speed of adoption like initial and ongoing costs, risk, uncertainty, and social approval.

The simplest model of consumer buyer behavior, which suggests marketing stimuli and other forces enter a ‘black box’ to produce buyer responses.

It includes the four Ps of marketing (product, price, place, and promotion) and other major forces like economic, technological, political, and cultural factors.