Chapter 5: Buyer Behavior

Question 1

What are the economic needs of a person making a decision

Answer 1

1. Economy of purchase
2. Convenience
3. Efficiency in use
4. Dependability

Question 2

What are the Psychological variables the customer decision process

Answer 2

• Motivation
• Perception
• Learning
• Attitude
• Trust
• Lifestyle

Question 3

What are the social influences of the consumer decision process

Answer 3

• Family
• Social Class
• Reference groups
• Culture
• Ethnic groups

Question 4

What are some purchase situations of the consumer decision process

Answer 4

• Purchase reason
• Time
• Surroundings

Question 5

What is the psych hierarchy of needs build like?

Answer 5

In order from top to bottom:
1. Personal Needs
2. Social Needs
3. Safety Needs
4. Physiological Needs

Question 6

Social Influence includes:

Answer 6

Social media influencers, close friends, environment, reference groups, opinion leaders, culture

Question 7

Purchase Situation Includes:

Answer 7

1. Purchase reason
2. Time available
3. Physical Surroundings

Question 8

What is the consumer decision process broken down?

Answer 8

From the marketing mixes & other stimuli (economic needs, psychological variables, social influences, purchase situation) comes the consumer decision process

1. Starts with Need awareness.
2. Breaks into two sections: Routinized response & Problem solving. Problem solving: Information search, identify alternatives, set criteria, evaluate alternatives
3. Both sections lead to purchase decision (unless problem solving turned up with a solution that didn’t require purchase, then PS returns to Need awareness)
4. Purchase decision leads to Experience after the purchase
5. Comes back around, postpone decision, feedback based on experience,
6. Cycle repeats at Needs Awareness

Question 9

What is the problem-solving Continuum?

Answer 9

Simply Answer:

Like a scale of how marketers tackle problems. On one end, there are simple solutions or common issues and at the other end, complex solutions for big problems. In between, there are approaches for different levels of difficulty`

Question 10

Low Involvement on the Problem Solving Continuum Scale Includes

Answer 10

Routinized Response Behavior

• Low involvement
• Frequently purchased
• Inexpensive
• Little risk
• Little information needed

Question 11

High Involvement on the Problem Solving Continuum includes:

Answer 11

Extensive Problem Solving

• High involvement
• Infrequently purchased
• Expensive
• High Risk
• Much information desired

Question 12

What are the Adoption Process Steps

Answer 12

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation

(Dissonance {regret} may set in after the decision!)

Question 13

What is Dissonance

Answer 13

Regret after trying something new.

new hair color, new technology, new food