Chapter 5: consumer and buyer behavior

Question 1

consumer buyer behavior

Answer 1

the buying behavior of final consumers

Question 2

consumer market

Answer 2

all the individuals and households that buy or acquire goods and services for personal consumption

Question 3

market stimuli

Answer 3

the marketing mix (product, place, price and promotion)

Question 4

other stimuli

Answer 4

economic, technological, social and cultural

Question 5

what does the buyers black box include

Answer 5

• buyers characteristics
• buyers decision process

Question 6

purchase behavior

Answer 6

what the buyer buys, when, where and how much

Question 7

cultural factors

Answer 7

• culture
• subculture
• social class

Question 8

culture

Answer 8

The set of basic values, perceptions, wants and behaviors learned by a member of society

Question 9

Subculture

Answer 9

group of people with shared value systems based on common life experiences and situations

• hispanic american consumers (deeply family oriented)
• african american consumers (more price consious and heavy social media users)
• asian american consumers (shop frequently and are brand conscious, brand loyal)

Question 10

Total marketing strategy

Answer 10

integratic ethnic themes and cross cultural perspectives with a brands mainstream marketing, appealing to consumer similarities cross subcultural segments

Question 11

social class

Answer 11

relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors

Question 12

social factors

Answer 12

• groups and social networks
• family
• roles and status

Question 13

groups

Answer 13

two or more people who interact to accomplish individual or mutual groups (membership, reference, aspirational)

Question 14

Word of mouth influence

Answer 14

influence of personal words and recommendations of others on buying behaviour

Question 15

Opinion leader

Answer 15

person who because of special skills, knowledge, personality or other characteristics exerts social influence on others

Question 16

buzz marketing

Answer 16

enlisting or creating opinion leaders to serve as brand ambassadors who spread the word about a company’s products

Question 17

online social networks

Answer 17

online social communities where people socialise or exchange information and opinions

Question 18

Family

Answer 18

Family influences behaviors since for example children have a strong influence on family buying decisions

Question 19

roles and status

Answer 19

the persons position in each group can be defined in terms of role and status

Question 20

Role

Answer 20

activities people are expected to perform according to the people around them

Question 21

personal factors

Answer 21

• occupation
• age and life style stage
• economic situation
• lifestyle
• personality and self concept

Question 22

psychological factors

Answer 22

• motivation
• perception
• learning
• beliefs and attitudes

Question 23

motivation

Answer 23

need that is sufficiently pressing to direct the person to seek satisfaction of the need

Question 24

perception

Answer 24

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

include: selective attention, selective distortion and selective retention

Question 25

Selective attention

Answer 25

tendency for people to screen out most of the information to which they are exposed

Question 26

Selective distortion

Answer 26

dependency of people to interpret information in a way that will support what they already believe

Question 27

selective retention

Answer 27

consumers are likely to remember good points made about a brand they favour and forget points about competing brands

Question 28

learning

Answer 28

changes in an individuals behavior arising from experience - drive: a stimulus that calls for action - cues: minor stimuli that determine when, where and how the person responds

Question 29

beliefs

Answer 29

descriptive though that a person holds about something

Question 30

attitude

Answer 30

person's consistent evaluations, feelings and tendencies towards an object or idea

Question 31

complex buyer behavior

Answer 31

when individuals are highly involved in a purchase and perceive significant differences among brands

Question 32

dissonance - reducing buying behavior

Answer 32

consumers are highly involved with an expensive, infrequent or risky purchase but see little difference among brands

Question 33

post purchase dissonance

Answer 33

after-sale discomfort when they notice certain disadvantages of the purchased product or hear favorable things about the brands not purchased

Question 34

habitual buying behavior

Answer 34

low consumer involvement and little significant brand difference

Question 35

variety-seeking buying behavior

Answer 35

low consumer involvement but significant perceived brand differences. brand switching to seek for variety

Question 36

Buyer decision process

Answer 36

1. need recognition 2. information search 3. alternative evaluation 4. purchase decision 5. post-purchase behavior

Question 37

need recognition

Answer 37

consumer recognizes a problem or need internal stimuli: one persons normal needs rises to become a drive external stimuli: advertisement or discussion which might get you into buying a product

Question 38

Information search

Answer 38

consumer is motivated to search for more information about the product or brand

Question 39

evaluation of alternatives

Answer 39

use of information to evaluate alternative brands in the choice set

Question 40

purchase decision

Answer 40

the buyers decision about what to purchase

Question 41

Attitudes of others

Answer 41

if someone close to you thinks that you should buy another brand then you are more likely to follow their advice

Question 42

unexpected situational factors

Answer 42

unexpected events may change the purchase intention

Question 43

post purchase behavior

Answer 43

stage in which consumers take further action after purchase, based on their satisfaction or dissatisfaction with the product

Question 44

cognitive dissonance

Answer 44

buyer discomfort caused by postpurchase conflict

Question 45

adoption process

Answer 45

mental process through which an individual passes from first hearing about an innovation to final adoption

Question 46

Stages in the adoption process

Answer 46

- awareness - interest - evaluation - trial - adoption

Question 47

individual differences in innovativeness

Answer 47

people are classified into adopter categories

Question 48

early adopters

Answer 48

opinion leaders and adopt new ideas early but carefully

Question 49

Early mainstream

Answer 49

adopt ideas before an average person

Question 50

late mainstream

Answer 50

skeptical and adopt innovation after a majority of people have tried it

Question 51

lagging adopters

Answer 51

adopt the innovation when it has become something of a tradition

Question 52

relative advantage

Answer 52

degree to which an innovation appears superior to existing products

Question 53

compatibility

Answer 53

degree to which the innovation fits the values and experiences of potential customers

Question 54

complexity

Answer 54

degree to which the innovation is difficult to understand or use

Question 55

divisability

Answer 55

degree to which the innovation is difficult to understand or use

Question 56

communicability

Answer 56

degree to which the results of using the innovation can be observed or described by others