C2

Question 1

Consumer decision types

Answer 1

Extended
Limited
Habitual

Question 2

Consumer problems

Answer 2

Active - problem consumer is aware of/will become aware of

Inactive - problem which consumer is not yet aware

Question 3

Responding to consumer problems

Answer 3

Activating problem recognition - generic problem (dairy foods), selective approach (one brand solution).

Timing problem recognition (winter colds)

Suppressing problem recognition (avoid upsetting habitual buyers, avoids and anticipate negatives)

Question 4

Info search types

Answer 4

Internal search - use of info from memory

External search - search is focused on external stimuli relevant to solving the problem

Question 5

Awareness set

Answer 5

Set of brands consumer is aware of, composed of inert, inept and evoked set.

Question 6

Evoked set

Answer 6

Brands the consumer is willing to consider for the solution of a particular consumption problem.

Question 7

Inept set

Answer 7

Brands the consumer considers completely unworthy of further consideration when attempting to solve a consumption problem. Consumer actively dislikes brands in this set.

Question 8

Inert set

Answer 8

Those brands of which the consumer is aware, but towards which they are basically indifferent.

Question 9

Classification of searchers

Answer 9

Non-searchers
Limited info searchers
Extended info searchers

Question 10

Problem recognition

Answer 10

First stage in consumer decision process, result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Question 11

Decision making types

Answer 11

Habitual - effectively involving no decision as such, very low involvement w/ purchase and results in repeat purchase behaviour. Brand loyal decisions and repeat purchase.

Limited - covers middle ground b/w habitual and extended. Info search is internal/limited external. Choosing cheapest brand or purchasing new brand bc bored with old one.

Extended - response to high level of purchase involvement, extensive internal and external search , complex evaluation of alternatives and purchase evaluation. E.g holiday or buying car.

Question 12

Consumer problem types

Answer 12

Active - problem consumer is aware of in normal course of events.

Inactive - problem of which consumer is not yet aware. Advertising may activate problem recognition. E.g mouthwash.

Question 13

Factors influencing desired state and actual state.

Answer 13

culture/social class, reference groups, household characteristics, financial status, motives, emotions, situation.

Actual state - past decisions, product/brand performance, individual development, emotions, product availability.

Question 14

Strategies in evoked set

Answer 14

Maintenance (defend against disruptive tactics, constant activities), capture strategy (constant supply and quality, continue limited search), preference (search locations must be anticipated)

Question 15

Strategies not in evoked set

Answer 15

Disrupt (attention seeking ads, free samples), intercept (must attract attention, POP display, product improvements), acceptance (advertise but don’t sell brand, encourage consumer to seek information).