Chapter 3 - Consumer Behaviour

Question 1

consumer behaviour

Answer 1

Actions a person takes when purchasing and using products and service

Question 2

purchase decision process

Answer 2

Stages that a buyer passes through when making choices about which products or services to buy.

Question 3

Purchase decision process - 5 stages

Answer 3

1. Problem recognition
2. Information search
3. Evaluating alternatives
4. Purchase decision
5. Post-purchase behavior

Question 4

involvement

Answer 4

Personal, social, and economic significance of a purchase to the consumer

Question 5

Marketing Research

Answer 5

Consists of a set of techniques and principles for systematically collecting, recoding, analyzing and interpreting data that can aid decision makers involved in marketing goods, services or ideas.

Question 6

Descriptive research

Answer 6

used to better describe marketing problems, situations, or markets
E.g. Surveys, observational, experimental

Question 7

Sample

Answer 7

a segment of the population selected to represent the population as a whole

Question 8

Probability sample

Answer 8

each population member has a known chance of being selected

Question 9

Simple random sample

Answer 9

each member of the subset has an equal probability of being chosen.

Question 10

Stratified random sample

Answer 10

the division of a population into smaller sub-groups known as strata which are then chosen at random

Question 11

Cluster (area) sample

Answer 11

The researcher creates a group cluster and samples it.

Question 12

Exploratory research example

Answer 12

• observation
• focus groups
• interview

Question 13

conclusive research example

Answer 13

• experiments
• survey
• scanners

Question 14

Benefits of web surveys

Answer 14

• high response rate
• less lying
• inexpensive
• quick results

Question 15

Factors that impact consumer behaviour (4)

Answer 15

• personal factors
• social factors
• cultural factors
• maslow’s hierarchy of needs

Question 16

Factors that impact consumer behaviour (4)

*personal factors

Answer 16

• age
• occupation
• economic factors
• lifestyle
• personality

Question 17

Factors that impact consumer behaviour (4)

**social factors

Answer 17

• groups
• family
• role and status

Question 18

Factors that impact consumer behaviour (4)

**cultural factors

Answer 18

• culture
• subculture
• social class

Question 19

Culture

Answer 19

set of basic values, perceptions, wants, and behaviours

Question 20

Maslow’s Hierarchy of Needs

Answer 20

1. Self-actualization: Self fulfilment (top)
2. Personal needs: status, respect, prestige
3. Social needs: friendship, belonging, love
4. safety needs: freedom from harm, financial security
5. physiological needs: food, water, sex, oxygen

Question 21

Perception

Answer 21

the process by which people select, organize, and interpret information to form a meaningful picture of the world