Chapter 5: Consumer Markets and Buyer Behavior

Question 1

Consumer buyer behavior

Answer 1

The buying behavior of final consumers - individuals and households that buy goods and services for personal consumption

Question 2

Consumer market

Answer 2

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

Question 3

The Model of Buyer Behavior

Answer 3

The environment -> Buyer’s behavior -> Buyer responses

Question 4

The environment

Answer 4

• Marketing stimuli: Product, Price, Place, Promotion

- Other: Economic, Technological, Social, Culture

Question 5

Buyer’s Black Box

Answer 5

Buyer’s characteristics, Buyer’s decision process

Question 6

Buyer responses

Answer 6

Buying attitudes and preferences
Purchase behaviour: what the buyer buys, when, where and how much
Brand engagements and relationships

Question 7

Factors Influencing Consumer Behavior

Answer 7

1. Cultural: many brands target specific subcultures (African American, Asian American)
2. Social
3. Personal: reflect and contribute to their lifestyles - their whole pattern of acting and interacting in the world
4. Psychological
5. Buyer: our buying decisions are affected by an incredibly complex combination of external and internal influences

Question 8

1. Cultural

Answer 8

Culture
Subculture
Social class

Question 9

2. Social

Answer 9

Groups and social networks
Family
Roles and status

Question 10

3. Personal

Answer 10

Age and life-cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept

Question 11

4. Psychological

Answer 11

Motivation
Perception
Learning
Beliefs and attitudes

Question 12

Culture

Answer 12

The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

Question 13

Subculture

Answer 13

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

Question 14

Cross-cultural marketing

Answer 14

Including ethnic themes and cross-cultural perspectives within a brand’s mainstream marketing, appealing to consumer similarities across subcultural segments rather than differences

Question 15

Social class

Answer 15

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

Question 16

Group

Answer 16

2 or more ppl who interact to accomplish individual or mutual goals

Question 17

Word-of-mouth influence

Answer 17

The impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior.

Question 18

Opinion leader

Answer 18

A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.

Question 19

Online social networks

Answer 19

Online social communities - blogs, social networking Web sites, and other online communities - where people socialize or exchange information and opinions

Question 20

Lifestyle

Answer 20

A person’s pattern of living as expressed in his or her activities, interests, and opinions

Question 21

Personality

Answer 21

The unique psychological characteristics that distinguish a person or group

Question 22

Motive (drive)

Answer 22

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

Question 23

Types of Buying Decision Behavior

Answer 23

1. Complex Buying Behavior
2. Dissonance-Reducing Buying Behavior
3. Habitual Buying Behavior
4. Variety-Seeking Buying Behavior

Question 24

Complex Buying Behavior

Answer 24

Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands

Question 25

Dissonance-reducing buying behavior

Answer 25

Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands

Question 26

postpurchase dissonance

Answer 26

after-sale discomfort

- notice certain disadvantages of the purchased product

Question 27

Habitual buying behavior

Answer 27

Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences

Question 28

Variety-seeking buying behavior

Answer 28

Consumer buying behavior in situations characterised by low consumer involvement but significant perceived brand differences

Question 29

Buyer Decision Process

Answer 29

Need Recognition -> Information search -> Evaluation of alternatives -> Purchase decision -> Postpurchase behavior

Question 30

Need recognition

Answer 30

the first stage of the buyer decision process, in which the consumer recognizes a problem or need

Question 31

Information search

Answer 31

The stage of the buyer decision process in which the consumer is motivated to search for more information

Question 32

Alternative evaluation

Answer 32

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set

Question 33

Purchase decision

Answer 33

The buyer’s decision about which brand to purchase

Question 34

Postpurchase behavior

Answer 34

The stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction

Question 35

Cognitive dissonance

Answer 35

Buyer discomfort caused by postpurchase conflict

Question 36

New product

Answer 36

a good, service, or idea that is perceived by some potential customers as new

Question 37

Adoption process

Answer 37

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

Question 38

Stages in the Adoption Process

Answer 38

Awareness
Interest
Evaluation
Trial
Adoption