Buyer Behaviour

Question 1

consumer definition

Answer 1

the ultimate user or consumer of goods, ideas and services

Question 2

consumer market definition

Answer 2

market that consists of all the individuals and households who buy or aquire goods and services for personal consumption

Question 3

internal influences

Answer 3

the psycholpogical and personal influences on consumer decision making

Question 4

external influences

Answer 4

the social and culural influences on decision making

Question 5

the consumer decision making process

Answer 5

the process by which individuals select from different chooices, products, brands or ideas

Question 6

consumer involvement theory

Answer 6

the effort to which consumers put into their buying decisions depends on their level of involvement

Question 7

involvement definition

Answer 7

the importance of the percieved consequences of the purchase of the person

Question 8

what happens when the percieved risk is low

Answer 8

the consumer feels low involvement iin the deciision making process

Question 9

what must managers forcus on in low involvement sittuations

Answer 9

how products are displayed at the time of purchase as consumers decision is often a response to environmental cues

Question 10

what happens when the percieved risk is high

Answer 10

consumers caregully process all the availible informattion and think about decision well before going to buy the item

Question 11

what must managers focus on in high involvement situations

Answer 11

they must reduce perceived risk by educating consumer about why the product is the best choice

Question 12

elaboration likelyhood model

Answer 12

consumers will go through a central route when htey are highly involved ant they will g around he periphery of the decision making model if there is low involvement

Question 13

steps in the consumer involvement process

Answer 13

1. problem recognition
2. information search
3. evaluation of alternatives
4. product choice

Question 14

when does problem recognition occur

Answer 14

when the consumer sees a significant difference between their current state and their desired state

Question 15

wha can marketers do in the problem recognition phase

Answer 15

marketers can develop creative advertising messages that stimulaet consumers to recognise tthat their current statte does not equal their desired state

Question 16

information search step

Answer 16

the consumer checks their memory and surveys the environment to identify what options are out their thatt might solve their problem

Question 17

what can marketers do in the information search phase

Answer 17

they can make information thatt consumers want and need about their product easily accesible

Question 18

evaluation of alternatives step

Answer 18

when the consumer identifies a small number of products in which they are interested

Question 19

how do consumers barrow down their choices

Answer 19

by evaluatting which of all the possibilities are feasable

Question 20

product choice phase

Answer 20

deciding on the product and acting on the choice

Question 21

internal influences on consumer decisions

Answer 21

1. perception
2. motivaion
3. learning
4. attitudes
5. personality
6. age group
7. lifestyles

Question 22

perception process

Answer 22

the process by which people select, organise and interprett information from the outside world

Question 23

why does perception process have implications for marketers

Answer 23

1. as consumers absorb infrmation, the likelhood tthat the message will get lost is high
2. there is noo guarenee tthe meaning they give will be the same as what the marketer was aiming for

Question 24

what perception issues tot marketters need to focus on

Answer 24

1. exposure
2. attention
3. interpretation

Question 25

exposure importtance

Answer 25

the stimulus must be in range of peoples sensory receptors to be noticed

Question 26

attention definition

Answer 26

the extent to which mental processing activity is devoted to a partticular stimulus

Question 27

attention importance

Answer 27

consumers are more liely tto pay attenttion tto messages that speak tto their needs

Question 28

interpretation definition

Answer 28

consumers assign meaning to the stimulus

Question 29

motivation definition

Answer 29

internal staet that drives us to satiisfy our needs

Question 30

learning definition

Answer 30

a change in behaviour caused by information or experience

Question 31

attitudes definition

Answer 31

lasting evaluation of a person, object or an issue

Question 32

three components of atttittudes

Answer 32

1. affect
2. cognition
3. behaviour

Question 33

affect in attitudes

Answer 33

refers to the overall emotional response a person has to a product

Question 34

cognition in attitudes

Answer 34

the beliefs or knwoledge a person has about a product and its important characteristics

Question 35

behaviour in attitudes

Answer 35

refers tto the consumers intention to do something

Question 36

personality definition

Answer 36

set of unique characteristics that consistently influence tthe way a person responds to situations in tthe environment

Question 37

what are the important personality traits in marketing

Answer 37

1. inovativeness
2. materialism
3. self confidence
4. sociability
5. need for cognition

Question 38

inovativeness

Answer 38

the degree to which a person likes to try new things

Question 39

materialism

Answer 39

the amount of emphasiss placed on owning products for the sake of ownershp

Question 40

self confidence

Answer 40

the degree too which a person has a positive evaluation of their abilities

Question 41

sociability

Answer 41

the degree to which a person enjoys social interaction

Question 42

need tfor cogntion

Answer 42

the degree to which a person likes to think about things and is willing to make an effort to process informaion

Question 43

situational influences on consumer decisions

Answer 43

1. The physical environment

2. Time

Question 44

what does a sense of time povertty do

Answer 44

encourages consumers to respond to marketing innnovations that allow htem to save time

Question 45

social influences on consumer decisions

Answer 45

1. culture
2. subcultures
3. social class
4. group memberships
5. oppinion leaders
6. gender roles