Chapter 1

Question 1

Why is Consumer Behavior a process?

Answer 1

The evolution of the marketing concept changed from a focus on selling products to a focus on understanding and meeting the needs of consumers. This shift has led to a more customer-centric approach to marketing, which involves identifying and targeting specific customer segments, and developing and promoting products and services that meet their needs and desires.

Question 2

Why would Marketers have to understand the wants and
needs of different consumer segments?

Question 3

How do our choices as consumers relate in powerful ways
to the rest of our lives?

Question 4

How are our motivations to consume are complex and
varied?

Question 5

How do Technology and culture create a new “always-on”
consumer?

Question 6

What are the types of specialists that study consumer
behavior?

Question 7

What are differing perspectives regarding how
and what we should understand about consumer
behavior?

Question 8

Consumer Behavior

Answer 8

when individuals or groups select, purchase, use, or dispose of products,
services, ideas, or experiences to satisfy needs.

Question 9

Stages in the Consumption Process

Answer 9

Prepurchase
Purchase
Postpurchase