5. Consumer Markets and Buy Behavior

Question 1

Culture (values, perceptions, wants, and behaviors)

Answer 1

The set of basic “values, perceptions, wants, and behaviors”/ learned by a member of society/ from family and other important institutions.

Question 2

Subculture (group of people with shared value systems)

Answer 2

A “group of people with shared value systems” based on common life experiences and situations.

Subcultures include nationalities, religions, racial groups, and geographic regions.

Question 3

Total market strategy (ethnic themes + cross-cultural perspectives)

Answer 3

“Integrating (hợp nhất) ethnic themes and cross-cultural perspectives” within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences.

Question 4

Social classes (permanent and ordered divisions)

Answer 4

Relatively “permanent and ordered divisions” in a society whose members “share similar values, interests, and behaviors”

Measured as a combination of occupation, income, education, wealth, and other variables

Marketers are interested in social class because people within a given social class tend to exhibit similar buying behavior. Social classes show distinct product and brand preferences in areas such as clothing, home furnishings, travel and leisure activity, financial services, and automobiles.

Question 5

group (to accomplish individual or mutual goals)

Answer 5

Two or more people who “interact to accomplish individual or mutual goals”.

Question 6

Membership groups (direct influence)

Answer 6

Groups that have a “direct influence and to which a person belongs”

Question 7

Reference groups 
(direct/face-to-face interactions or indirect points of comparison or reference -> form a person’s attitudes or behavior)
People often are influenced by reference groups to which they do not belong.

Answer 7

serve as direct (face-to-face interactions) or (indirect points of comparison or reference) in “forming
a person’s attitudes or behavior”

People often are influenced by reference groups to which they do not belong.

Marketers try to identify the reference groups of their target markets. Reference groups expose a person to new behaviors and lifestyles, influence the person’s attitudes and self-concept, and create pressures to conform that may affect the person’s product and brand choices.

Question 8

aspirational group (wishes to belong)

Answer 8

one to which the individual “wishes to belong”

For example, a young basketball player hopes to someday emulate basketball star LeBron James and play in the NBA.

Question 9

Word-of-mouth influence (personal words and recommendations)

Answer 9

The impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior.

Question 10

Opinion leader (within a reference group + social influence)

Answer 10

A person “within a reference group” who, because of special skills, knowledge, personality, or other characteristics, exerts “social influence” on others.

Question 11

Online social networks

Answer 11

Online social communities—blogs, online social media, brand communities, and other online forums—where people socialize or exchange information and opinions.

Question 12

3 social factors

Answer 12

1. groups and social networks
\+ group
\+ word-of-mouth influence
\+ opinion leader
\+ online social networks

2. family (the most important consumer-buying organization in society)
3. roles and status (A role consists of the activities people are expected to perform according to the people around them. Each role carries a status reflecting the general esteem given to it by society.)

Question 13

Lifestyle (personal) (pattern of living )

Answer 13

A person’s pattern of living as expressed in his or her activities, interests, and opinions.

Question 14

Characteristics Affecting Consumer Behavior

Answer 14

1. Cultural factors: culture, subculture, social class
2. Social factors: groups and social networks, family, roles and status
3. Personal factors: occupation, age and life stage, economic situation, lifestyle, personality and self-concept
4. Psychological factors: motivation, perception, learning, belief and attitudes,

Question 15

personality (personal) (unique psychological characteristics)

Answer 15

The unique psychological characteristics that distinguish a person or group.

Question 16

motivation/motive/drive (need that is sufficiently pressing to direct the person)

Answer 16

a need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Question 17

Maslow’s Hierarchy of Need - most -> least pressing

Answer 17

physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. (p. 172)

Question 18

Perception (select, organize, and interpret information -> meaningful picture)

Answer 18

the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Question 19

Selective attention (screen out (lọc bỏ) most of the information)

Answer 19

the tendency for people to screen out most of the information to which they are exposed.
(pay attention to messages addressing a need or interest / consistent with the consumer’s attitudes, opinions, and beliefs)

Question 20

Selective distortion (interpret -> support what they believe)

Answer 20

the tendency for people to interpret information in a way that will support what they already believe.

Question 21

Selective retention (remember good points made about a brand they favor)

Answer 21

the tendency to remember good points made about a brand they favor and forget good points made about competing brands.

Question 22

Learning (change in an individual’s behavior)

Answer 22

the change in an individual’s behavior arising from experience

Question 23

Belief (descriptive thought)

Answer 23

A descriptive thought that a person holds about something.

Question 24

Attitude (consistently favorable or unfavorable evaluations, feelings, and tendencies)

Answer 24

A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.

Question 25

4 Types of Buying Decision Behavior

Answer 25

“Complex” buying behavior
“Dissonance-reducing” buying behavior
“Habitual” buying behavior
“Variety-seeking” buying behavior

Question 26

Complex buying behavior (buying cars)

high involvement
high difference

Answer 26

Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.

This buyer will pass through a learning process: beliefs -> attitudes -> thoughtful purchase choice.
Marketers must understand the information-gathering and evaluation behavior of high-involvement customers.
-> need to “differentiate their brand’s features” (describing and illustrating the brand’s benefits through printed promotional materials or in-depth online information and videos)

Question 27

Dissonance-reducing buying behavior (carpeting: thảm)

high involvement
low difference

Answer 27

Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

purchase -> post-purchase dissonance (after-sale discomfort) (notice certain disadvantages of the purchased carpet brand or hear favorable things about brands not purchased)
-> should provide “evidence and support” to help consumers feel good about their brand choices.

Question 28

Habitual buying behavior (flour, oatmeal)

low involvement
low difference

Answer 28

Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences.
-> use price and sales “promotions”/ can add features or enhancements to differentiate

Question 29

Variety-seeking buying behavior (cookies)

low involvement
high difference

Answer 29

Consumer buying behavior in situations characterized by low consumer involvement but significant perceived
brand differences. (brand switching due to variety, not due to dissatisfaction)
-> dominating shelf space, keeping shelves fully stocked, and running frequent reminder advertising.
-> offering lower prices, special deals, coupons, free samples, and advertising that presents reasons for trying some thing new.

Question 30

the buyer decision process consists of 5 stages

Answer 30

1. need recognition
2. information search
3. evaluation of alternatives
4. the purchase decision
5. *post-purchase behavior.

Question 31

1. Need recognition

Answer 31

the first stage of the buyer decision process, in which the consumer recognizes a problem or need triggered by:
+ Internal stimuli: one of the person’s normal
needs—for example, hunger or thirst—rises to a level high enough to become a drive.
+ External stimuli: because of an advertisement or a discussion with a friend, etc. -> find out what kinds of needs or problems arise, what brought them about, and how they led the consumer to this particular product.

Question 32

2. information search

Answer 32

The stage of the buyer decision process in which the consumer is motivated to search for more information.

Question 33

4 Sources of information

Answer 33

1. Personal sources: family, friends, neighbors, acquaintances (the most effective)
2. Commercial sources: advertising, salespeople, dealer and manufacturer web and mobile sites, packaging, displays
3. Public sources: mass media, consumer rating organizations, social media, online searches and peer reviews
4. Experiential sources: examining and using the product

Question 34

3. Alternative evaluation

Answer 34

the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

Question 35

4. purchase decision

Answer 35

The buyer’s decision about which brand to purchase.

Question 36

5. Post-purchase behavior

Answer 36

The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

Question 37

*Cognitive dissonance (buyer discomfort)

Answer 37

Buyer discomfort caused by post-purchase conflict.
(consumers feel uneasy about acquiring the drawbacks of the chosen brand + losing the benefits of the brands not purchased -> at least some post-purchase dissonance/purchase -> should work to alleviate the discomfort by reinforcing the benefits of the chosen brand.)

Question 38

New product (perceived by some potential customers as new)

Answer 38

A good, service, or idea that is perceived by some potential customers as new.

Question 39

adoption process (first hearing about an innovation -> final adoption)

Answer 39

The mental process through which an individual passes from first hearing about an innovation to final adoption.

Question 40

5 stages in the process of adopting a new product

Answer 40

1. Awareness: The consumer becomes aware of the new product but lacks information about it.
2. Interest: The consumer seeks information about the new product.
3. Evaluation: The consumer considers whether trying the new product makes sense.
4. Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value.
5. Adoption: The consumer decides to make full and regular use of the new product.

Question 41

Individual Differences in Innovativeness

1. INNOVATOR: venturesome, risk
2. EARLY ADOPTER: respect, early but carefully
3. EARLY MAINSTREAM: deliberate (có chủ ý), adopt new ideas before the average
4. LATE MAINSTREAM: skeptical (hoài nghi), after a majority of pp have tried
5. LAGGING ADOPTER: tradition, suspicious

Answer 41

1. Innovators: venturesome—try new ideas at some risk.
2. Early Adopters: guided by respect—opinion leaders in their communities and adopt new ideas early but carefully.
3. Early Mainstream: deliberate—although they rarely are leaders, they adopt new ideas before the average person.
4. Late Mainstream: skeptical—they adopt an innovation only after a majority of people have tried it.
5. Lagging Adopters: tradition bound—they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.

Question 42

5 characteristics are especially important in influencing an innovation’s rate of adoption.

Answer 42

1. Relative advantage: innovation appears “superior” to existing products.
2. Compatibility is: innovation fits the values and experiences of potential consumers.
3. Complexity: innovation is difficult to understand or use.
4. Divisibility: innovation may be “tried on a limited basis.”
5. Communicability: innovation can be “observed or described to others.”