3. Consumer Buying Behaviour and Organizational Markets and Buying behaviour

Question 1

Buyer Behaviour is

Answer 1

The study of human responses to products, brands, services, and ideas and the marketing of these

Question 2

Characteristics Affecting Consumer Behavior 4

Answer 2

1. Culture
2. Social
3. Personal
4. Psychological

Question 3

Dimensions of Buyer Behaviour 5

Answer 3

1. Who buy
2. Where
3. How
4. When
5. Why

Question 4

5 Roles of the Buying Centre

Answer 4

1. Investigator - begins process; gathers information
2. Influencer - gathers information; tries to persuade others
3. Decider - authority or power to make decision
4. Buyer - conducts the transaction
5. User – consumes the product/service

Question 5

Decision Making Process 5

Answer 5

1. Problem definition
2. information search
3. Evaluate Alternatives
4. Purchase decision
5. Post-purchase evaluation

Question 6

Consumption is based on 3

Answer 6

1. Needs
2. Survival Wants - Needs that are learned
3. Desires – based on aspirations that are learned

Question 7

Maslow’s Hierarchy of Needs 5

Answer 7

1. • Self-actualisation
2. • Self esteem needs achievement, approval, recognition
3. • Social needs acceptance, affection, belonging
4. • Safety needs security, freedom from fear
5. • Physiological needs food, drink, safety

Question 8

Recognising the problem 3

Answer 8

1. • Size of discrepancy between current and desired position
2. • Relative importance of the problem
3. • Need inhibitors

Question 9

Information Search 2

Answer 9

1. Internal sources
2. External sources

Question 10

Internal sources: 3

Answer 10

1. Memory
2. Personal
3. experience

Question 11

External sources 4

Answer 11

1. Personal – friends, family, work, etc.
2. Commercial – adverts and sales staff
3. Third party – Which reports Directed personal
4. Experience – trial, demonstration, tasting

Question 12

Stages in the adoption process 5

Answer 12

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

Question 13

Cognitive Dissonance: Depends on: 4

Answer 13

1. Expense
2. Number of alternatives
3. Complexity of choice criteria
4. Irrevocability of the decision

Question 14

Personal Influences on Consumer Behaviour 6

Answer 14

1. Personality
2. Perception
3. Learning
4. Motivation
5. Lifestyle
6. Beliefs and attitudes

Question 15

Perception 4

Answer 15

1. How we view the world and what’s in it
2. Selective attention
3. Selective distortion
4. Information framing

Question 16

Selective attention

Answer 16

screen out stimuli which are not meaningful or consistent with our experiences and beliefs

Question 17

Selective distortion

Answer 17

we interpret things within our on framework of beliefs

Question 18

Information framing

Answer 18

the way in which we present information to people.

Question 19

Learning 3

Answer 19

1. Classical conditioning
2. Operant conditioning
3. Cognitive Learning

Question 20

Classical conditioning 2

Answer 20

1. Pavlov’s dogs – gradual learning and associations created with stimulus
2. attitude precedes trial

Question 21

Operant conditioning 2

Answer 21

1. • Skinner’s pigeons – reward and punishment shapes behaviour
2. • trial precedes attitude

Question 22

Cognitive Learning 2

Answer 22

1. -Rational elaboration and evaluation of information
2. • the promise of the reward motivates

Question 23

Motivation 3

Answer 23

1. • A state of tension, born out of a recognised needs or wants that leads to goal
2. • The needs relate to Maslow’s hierarchy
3. • Motives determine the choice criteria we use.

Question 24

Beliefs 2

Answer 24

1. • thoughts that a person holds about something
2. • beliefs are learned

Question 25

Attitudes 3

Answer 25

Theoretical construct:

• Affective
• Cognitive
• Behavioural

Question 26

Personality

Answer 26

“ a set of inner characteristics that determine consistent response towards external stimuli.”(Jobber, 2001)

Question 27

Lifestyle

Answer 27

Pattern of living Life cycle

Question 28

Pattern of living 2

Answer 28

1. Activities and interests
2. Clues to beliefs and attitudes

Question 29

Life cycle

Answer 29

• can relate to lifestyle and disposable income
• At home, single - DINKies , affluent married childless person - Young ,middle-aged parents - Empty nesters, working & retired

Question 30

Social Influences on Consumer Behaviour 4

Answer 30

1. Culture
2. Norms, behaviour and attitude
3. Social class
4. Reference groups and opinion leaders

Question 31

Perceived Risk 6

Answer 31

1. Functional
2. Physical
3. Financial
4. Social
5. Psychological
6. Time

Question 32

Organisational Buying Behaviour (B2B): Characteristics of organisational buying 3

Answer 32

1. Market structure and demand
2. Nature of the buying unit
3. Types of decisions and decision making process

Question 33

Market structure and demand 3

Answer 33

1. • Fewer but larger buyers
2. • Derived demand
3. • Inelastic demand but - fluctuations are greater

Question 34

Nature of the buying unit 2

Answer 34

1. More buyers
2. More formal

Question 35

Types of decisions and decision making process 3

Answer 35

1. More complex
2. More formalised
3. Relationship building

Question 36

Organisational Buying Behaviour (B2B): Types of buying situations 3

Answer 36

1. Straight rebuy
2. Modified rebuy
3. New Task Systems buying

Question 37

Organisational Buying Behaviour (B2B) : Participants in the buying centre 5

Answer 37

1. Users
2. Influencers
3. Buyers
4. Deciders
5. Gatekeepers