Ch.6 Consumer Behaviour

Question 1

What is CB?

Answer 1

Buying behaviour of consumers

Question 2

Why study CB?

Answer 2

To understand mark fails, avoid repeats, help s&t, predict effect of mark actions/ campaigns

Question 4

What is a consumer?

Answer 4

Who buys for own use or consumption

Question 6

Properties of groups?

Answer 6

Norms :behaviours & attitudes
Status = position, hierarchy
Roles :expectations of group from a status holder

Question 7

Group classification (2)

Answer 7

Member of a group (direct groups): member & opinion leader

Nonmember (reference groups): aspirational & dissociative ( a lo q aspires ser parte y de lo que te quieres alejar)

Question 8

Social influence of groups on product and brand choices

Answer 8

Strong BC and PC= Public luxury ( boat, golf)
Strong BC, weak PC = public necessities (watch, car)
Weak BC, strong PC = private luxury (pool table)
Weak BC and PC = private necessities (toothpaste, milk)
Strong PC = luxury
Weak PC = necessities

Question 9

Factors that influence consumer behaviour

Answer 9

Cultural, social, personal, psychological

Question 10

What are the stages of the life cycle?

Answer 10

Child/teen
Student/worker
Independent/bachelor
Young marrieds
Full nest
Empty nest
Sole survivor

Question 11

Cultural factor elements for consumer behaviour

Answer 11

Culture:basic values (CAN vs USA) some values (6) son universales (sshafd) otros especificos aleman- sentirse bien cuando el enemigo sufre
Subculture: a culture within a culture (aboriginal)
Social class: Ricos votan por el PAN ( relatively permanent, similar behaviour)

Question 12

Social factor elements for CB

Answer 12

Reference groups: (groups (mutual goal)- aspiration all or dissociative like live strong athletes vs geeks
Opinion leaders(influence others)
Social networks
Family (initiator, influencer, decider, buyer, user)
Roles & status influence what we buy

Question 16

Personal factor elements for CB

Answer 16

Age & life cycle stage (juguetes vs carros)
Occupation
Economic situation
Lifestyle (hobbies)
Personality & self concept (identity (athlete/sophistication)

Question 18

Psychological factor elements for CB

Answer 18

Motives (enough pressure to seek satisfaction)- Maslow’s needs (physio, safety, social, esteem & self actualization)
Perception- 95 % lean= no fat!- people’s interpretations ( labelling, packaging, colours)
Perception is affected by context and expectations (chocolate things are brown)
Attention
Learning-associations Burberry to London or Apple displays
Beliefs & attitudes- adventure vs hobbit person vs army person

Question 19

What is exposure? What is its different from attention?

Answer 19

Exposure : contact with stimuli
Attention: suspend blindness from so much exposure- unless you’re focused you don’t really notice ads like drivers to cyclists- (divided, limited,…)

Question 20

What is the effect of exposure?

Answer 20

If you like something, more exposure, more familiarity, more you like it

Question 21

How to go from exposure to attention?

Answer 21

Interactive displays like Volkswagen
Surprise
Humour
Zeigarnik effect- incomplete stimulus (le faltan letras)

Question 22

Exposure types

Answer 22

Traditional - ads, shelf space, displays

Non traditional - WOM (buzz), product placements (movies/ internet)

Question 23

Learning types

Answer 23

Direct experience (behavioural)
Watching (observational)
Thinking (cognitive)

Question 24

Learning process

Answer 24

Drive -stimulus triggers need
Cues -context offering
Response -effort to satisfy it
Reinforcement- if response is good enough

Question 25

What is pavlov’s classical conditioning about?

Answer 25

Coca=happiness

Perron salivando

Question 26

Difference between beliefs and values? Attitudes?

Answer 26

Belief: thought on something
Values:deep set of beliefs
Attitudes: consistent evaluation (shaped by b&v)- i like it
Behaviour: buying decision. Can go first or after attitudes !

Question 27

Purchase desicion process

Answer 27

Need recognition triggered by novelty seeking, life cycle, dissatisfaction...so EducateRemind customers & Exagerate trigger
Information search (personal, experimental-apple, commercial-wind, public, internet)
Evaluate alternatives depend on consumer and type of purchase
Decision- intention to desicion
Post purchase eval- expectation vs actual performance (dissatisfaction, satisfaction, delight)= complaints, recommendations or repeat purchase

Question 28

Consideration set

Answer 28

Brands and products already in mind of consumers with an evaluation on exposure, popularity, familiarity and price

Question 29

Cognitive dissonance

Answer 29

Buyer discomfort by post purchase (of high involvement only) conflict. They even try to reduce it by rejecting contrary info and seeking reinforcements

Question 30

Involvement

Answer 30

Significance of the purchase to the consumer
High - high value, great personal consequences on the consumer and his social image, greater opportunity 4 marketers to affect the decision
Ex diamond
Low- skips steps of the purchasing decision process de NR a PD, marketers want consumers to buy by habit, not reflecting upon it, so beliefs are not so important as CC or exposure
Ex milk
Middle ex: clothing, which depends on consumer

Question 31

New product purchases (adoption curve parts)

Answer 31

Innovators
Early adopters
Early majority
Late majority
Laggards

Question 32

Organizational buyers relative to consumers

Answer 32

Fewer, larger purchases, have derived demand

More decision makers, more influences
Process is formal (involve policy following), complex, high involvement because of high risk
Based on a specific criteria to be met
Ads tend to be technical, not emotion driven
Price is negotiable (delivery time, technical & financial assistance)

Question 33

Buying situations ( decision time & # of decision makers and suppliers considered)

Answer 33

New buy= long time, many DM and SC
Modified buy = middle (modifies something from usual purchase ( price, supplier, product traits)
Straight rebuy = reorder - low in both

Question 34

Adoption process

Answer 34

Steps from first hearing about a new product to final adoption
Awareness
Interest
Evaluation
Trial
Adoption

Question 35

New product

Answer 35

G,S or idea perceived as new by potential buyers