Chapter 5 – Consumer Behaviour

Question 1

Sociocultural Influences on Consumer Behaviour

Answer 1

• Personal influence
• Reference groups
• Family influence
• Social class
• Culture and subculture

Question 2

Psychological Influences on Consumer Behaviour

Answer 2

• Motivation and personality
• Perception
• Learning
• Values, beliefs, attitudes
• Attitude change
• Lifestyle

Question 3

Consumer Purchase Decision Process

Answer 3

• Problem Recognition – perceiving a need
• Information Search – seeking value
• Alternative Evaluation – assessing value
- Evaluative criteria, consideration set
• Purchase decision – Buying value
• Post-purchase behaviour – value in consumption or use
- Cognitive dissonance
• Involvement and Problem-Solving Variations
Marketing Strategy
• Situational Influences