4. Major Factors affecting consumer behaviours

Question 1

Characteristics affecting consumers’ behaviour?

Answer 1

1. Cultural
   - cultural, subcultural, social class
2. Social
   - groups & social status (membership & reference), family, roles & status
3. Personal
   - age & lifecycle stage, occupation, lifestyle, economic situation, personality & self-concept
4. Psychological
   - motivation, perception, learning, beliefs & attitudes

Question 2

Maslow’s hierarchy of needs?

Answer 2

1. Self-actualisation
2. Esteem
3. Social
4. Safety
5. Physiological

Question 3

Why can consumers form different perceptions?

Answer 3

1. Selective attention
   - screen out most info to which they are exposed
2. Selective distortion
   - interpret info in a way that will support what they believe
3. Selective retention
   - rmb good parts abt brand they favour & forget good parts abt competing brands

Question 4

Buyer decision process?

Answer 4

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behaviour