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Marketing > Buyer Behaviour > Flashcards

Buyer Behaviour Flashcards

1
Q

What is consumer buyer behaviour

A

The buying behaviour of final consumers, individuals and households that buy good and services for personal consumption

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2
Q

What is consumer Market

A

ALL the individuals and households that buy or acquire foods and services for personal consumption

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3
Q

What questions need to be answered for market research on consumer behaviour

A 
What they buy
Where they buy
How and how much they buy 
When they buy
Why they buy
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4
Q

What are the three elements in the model of buyer behaviour

A

Environment
Buyers black box
Buyer response

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5
Q

What is within the environment of the model of buyer behaviour

A 
Marketing stimuli (marketing mix)
And other (economic, social, cultural)
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6
Q

What is within the buyers black box

A

Buyers characteristics, and buyers decision process

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7
Q

What is the buyer response

A

Attitudes and preferences
Purchase behaviour
Brad company relationship

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8
Q

What are the characteristics/factors affecting consumer behaviour

A

Cultural factors
Social factors
Personal factors
Physiological factors

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9
Q

What are the cultural factors which play a role in buyer behaviour

A

Culture
Cultural group
social class

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10
Q

What is culture and how does it impact buyer behaviour

A

The set of basic values, perceptions, wants and behaviours learned by a member of society from family and other important institutions

Human behaviour is largely learned from where you grow up. Global marketers need to adjust to each culture

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11
Q

What are cultural groups and how does it affect buyer behaviour

A

A smaller group within culture. A group of people with shared value systems based on common life experiences and situations

Marketers must respond to diversity

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12
Q

What are cultural shifts

A

Marketers try to identify cultural shifts to discover new products that might be wanted.

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13
Q

What is social class and how does it affect buyer behaviour

A

Relatively permanent orders positions in society whose members share similar values, interests and behaviours

Not many people like to be classified by social class anymore

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14
Q

What are they social factors affecting buyer behaviour

A

Reference groups
family
Roles and status

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15
Q

What arememebrrship groups

A

Have a direct u fluency and to which a person belongs

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16
Q

What are reference groups

A

Direct or indirect points of comparison forming a persons attitudes or behaviour

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17
Q

How can reference groups impact buyer behaviour

A

Reference groups help form attitudes as to what a person aspires to be or not aspires to be

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18
Q

What are opinion leaders

A

Person with a reference group who because of special skills, knowledge and personality or other characteristics excerpts social influence on others

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19
Q

What is buzz marketing

A

Using influencers to advertise products

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20
Q

What are online social networks

A

Online social communities where people socialise or exchange I formation and opinions

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21
Q

How can family influence buyer behaviour

A

Most important influence. But marketers need to look at the roles different family members play

22
Q

What is a role

A

The activities people are expected to perform according to the persons around them

23
Q

What is a status

A

The general esteem given to that role in society

24
Q

What are the personal factors affecting buyer behaviour

A 
Age and life cycle stage 
Occupation 
Economic situation 
Lifestyle 
Personality and self concept
25
Q

What is age and life cycle

A

Usually changes a result from demographics or life changing events. As life cycle changes needs and preferences also change.

26
Q

What is occupation

A

A persons occupation affects the goods and services bought. Marketers try to identify the occupational groups that have an above average interest in products and services. Marketers also don’t mind targeting an occupational group.

27
Q

What is economic situation

A

Economic situation affects what they buy

28
Q

What is lifestyle and how does it affect buyer behaviour

A

Lifestyle is a persons pattern of living as expressed in his or her activities interests and opinions. Involves investigating AIO dimensions

29
Q

What are AIO dimensions

A

Activities, interests and opinions

30
Q

Personality and self-concept

A

Each persons personality affects their buying decisions. Usually described as traits

31
Q

What are 5 brand personality traits

A 
Sincerity 
Competence 
Excitement 
Sophistication 
Ruggedness
32
Q

What are psychological factors

A

Motivation
Perception
Learning
Beliefs and attitudes

33
Q

What is motivation and how does it affect buyer behaviour

A

A need becomes a motive when it is arousedin some level of intensity. There are two theories.

Freud: motivations are urges.
Maslow: hierarchy of needs

34
Q

What is perception and how does it affect buyer behaviour

A

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

Motivation causes action. How they act is caused by perception of the situation.

35
Q

What is selective distortion

A

The tendency of people to interpret information in a way that will support what they already believe

36
Q

What is selective retention

A

Retaining information which supports their attitudes and beliefs. Consumers will remember good points made about a brand they favour and forget good points of competing brands

37
Q

What is subliminal advertising

A

Sumbliminal advertising messages

38
Q

What is learning and how does it affect buying behaviour

A

Changes in behaviour from experience. Reinforcement will help with learning.

39
Q

What are beliefs and attitudes

A

Belief: descriptive thought that a person holds about something

Attitude: a persons consistently favourable or unfavourable evaluations feelings and tendencies towards an object or idea

40
Q

What is the elements in the tri component attitude model

A

Cognition (beliefs)
Feelings (affect)
Donation (behaviour)

41
Q

What are the stages in the buyer decision process

A 
Need recognition 
Information search 
Evaluation of alternatives 
Purchase decision 
post purchase behaviour
42
Q

Need recognition

A

Buyer recognised problem or need. Triggered by internal or external stimuli

43
Q

Information search

A

Consumer undertaking information searches related to that need. Can be through personal, commercial, public or experiential sources.

44
Q

What is evaluation of alternatives

A

Consumer looks at different brands before arriving to brand choice

45
Q

What is purchase decision

A

decision to Buy the most preferred brand. Two facts can hinder this though - attitude of others and unexpected situational factors

46
Q

What is post purchase behaviour

A

The satisfaction of the product and the relationship with the product

47
Q

What is cognitive dissonance

A

Buyer discomfort caused by post-purchas conflict

48
Q

What are the roles in the buying process and explain each

A

Initiator: first suggests or thinks of idea

Influencer: person views carry some weight in making final buying decision

Decider: makes decision of whether to buy, what, how and where.

Buyer: person who buys it

User: person who uses it

49
Q

What is the stages in the adoption process of NEW products and what does each mean

A

Awareness: aware but no info

Interest: seeks info

Evaluation: considers if trying it makes sense

Trial: tries on small scale

Adoption: consumer makes regular use

50
Q

What are the 5 adapter groups in new products

A

Innovators: risk takers

Early adopters: opinion leaders. Adopt early but carefully

Early majority:deliberate, not leaders and adopt before average person

Late Majority: sceptical, adopt only after majority have tried it

Laggards: tradition bound

51
Q

What is the percentage share of all adopters

A

Innovators: 2.5%

EAdopt: 13.5%

EMaj: 34%

LMaj: 34%

Laggards: 16%

52
Q

What are the 5 characteristics influencing an innovative product’s rate of adoption

A

Relative advantage: if it appears superior

Compatibility: fits in with values and lifestyles of consumers

Complexity: degree to which it is easy to understand

Divisibility: If it can be tried

Communicability: degree to which the results of using of innovation can be observed or described

Marketing (5 decks)

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