Chapter 1: Introduction to CB Flashcards
Definition of consumer behaviour:
The study of the processes involved when individuals or groups…
Select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
A consumer is a person who… (3)
- Identifies a need or desire
- Makes a purchase
- Disposes of the product during the three stages of the consumption process
Segmentation variables (4)
- Demographics
- Psychographics
- Product usage
- Benefits
Age, gender, race are examples of…
Demographics
Examples of psychographics
Values, lifestyle, attitudes, interests, opinions, culture, beliefs, hobbies etc.
Needs can be either…
Utilitarian or hedonic
A utilitarian need is a desire to achieve…
A functional or practical benefit
A hedonic need is..
An experiential need which involves emotional responses
A want is one manifestation of a need which is formed through the combination of…
Personal and cultural factors
Motivation is described as the internal state that activates…
Goal-oriented behaviour
Motivation occurs when…
A need is aroused that the consumer wishes to satisfy
Drive theory focuses on biological needs that produce..
Unpleasant states of arousal
Expectancy theory suggests that our behaviour is motivated through the expectations of…
Achieving desirable outcomes
Types of relationships a person can have with a product (4)
- Self-concept attachment
- Nostalgic attachment
- Interdependence
- Love
Product relationship: Love
The product elicits strong emotional bonds.
