Chapter 5 customer behaviour

Question 1

purchase decision process

Answer 1

the series of stages a buyer passes through in making choices about which products and services to buy

Question 2

5 stages of purchase decision process

Answer 2

(1) problem recognition, (2) information search, (3) alternatives evaluation, (4) purchase decision, and (5) post purchase behaviour. Each stage is value-oriented.

Question 3

Cognitive dissonance

Answer 3

Post purchase anxiety or psychological tension when buyer becomes concerned in the stage of post-purchase (post-purchase anxiety)

Question 4

what is Extent of Involvement and Marketing Strategy

Answer 4

Sellers try to reinforce habit and competitors to break habits

Question 5

5 situational influences

Answer 5

The purchase task (gift or for personal use)
Social surroundings (presence of others)
Physical surroundings (decor and music)
Temporal effects (time of day)
Antecedent states (mood or amount of cash on hand)

Question 6

the four common influences affecting customer’s purchasing behaviour

Answer 6

• marketing mix influences
• social-cultural influences
• psychological influences
• situational influences

Question 7

give 2 examples of each type of influences that may affect customer’s behaviour

Answer 7

marketing mix influences: 4Ps
- social-cultural influences: reference group, social class and culture
- psychological influences: motivation, personality, perceptions, lifestyle, learning and values
- situational influences: The purchase task (gift or for personal use)
Social surroundings (presence of others)
Physical surroundings (decor and music)
Temporal effects (time of day)
Antecedent states (mood or amount of cash on hand)

Question 8

what is consideration set

Answer 8

The brand(s) a consumer considers buying out of the set of brands in a product class of which the consumer is aware

Question 9

Self-concept

Answer 9

the way people see themselves or expect others to see them – Self image and Ideal image

Question 10

give two examples that well show a customer’s self-concept

Answer 10

Autos, furniture’s, clothing

Question 11

what are the five levels of Hierarchy of needs

Answer 11

from base to top:

physiological, safety, social, personal (esteem), self actualization (fulfillment)

Question 12

def. perception

Answer 12

the process by which individuals select, organize, and interpret information to create a meaningful picture of the world.

Question 13

four stages involved in selective perception

Answer 13

i) selective exposure (CTV vs CBC),
ii) selective attention (messages consistent with attitudes and beliefs),
iii) selective comprehension (interpreting messages consistent with attitudes and beliefs) and
iv) selective retention (limited retention – e.g., car brochure).

Question 14

Subliminal perception

Answer 14

hearing messages without being aware of them

Question 15

Perceived Risk

Answer 15

The anxiety when the consumer cannot perceive (expect or foresee) the outcome of a purchases.

Question 16

How do we reduce the Perceived Risk?

Answer 16

Seal of approval
Endorsements by trusted people
Free trials
Warranties
Instructions

Question 17

def. Behavioural Learning

Answer 17

behaviours that result from repeated experience and thinking; process of automatic response due to repeated exposures

Question 18

Cognitive Learning

Answer 18

the learning through thinking, reasoning, and problem solving without direct experience – connecting causes and outcomes and actions.

Question 19

Lifestyle (AIO charateristics)

Answer 19

a mode of living that is identified by

• how people spend their time and resources (activities);
• what they consider important in their environment (interests);
• what they think of themselves and the world around them (opinions).

Question 20

How does brand loyalty build

Answer 20

Loyalty results from Favourable attitude towards and consistent purchase of a brand overtime

Question 21

def. Values

Answer 21

Personally or socially preferable modes of conducts or enduring states of existence.

Question 22

def. beliefs

Answer 22

A subjective perception

Question 23

def. attitudes

Answer 23

A learned and consistently favourable or unfavourable disposition to a product

Question 24

three most common ways marketers used to change customers’ attitudes

Answer 24

Changing beliefs about the extent to which a brand has certain attributes

2. Changing the perceived importance (weights) of the attributes
3. Adding new attributes.

Question 25

Psychographics

Answer 25

Psychographics combine psychology and demographics to uncover consumer behaviour

Question 26

The problem with the Toro Snow Pup was an example of selective ?

Answer 26

comprehension

Question 27

what are the two promary forms of personal influence under the socio-cultural influence section

Answer 27

Opinion Leadership and word of mouth

Question 28

what is the most powerful source of product information for customers?

Answer 28

word of mouth

Question 29

def .buzz market

Answer 29

The popularity or attention created due to WOM

Question 30

def. Viral Marketing

Answer 30

Online Counterpart of WOM infectious enough to be passed to others

Question 31

who are in the reference group

Answer 31

an individual looks as a basis for self-appraisal or as a source for personal conduct or personal standards.

Question 32

three types if reference groups

Answer 32

1) Membership group,
2) Aspiration group, and
3) Dissociative group.

Question 33

what are three sources in tems of family influence

Answer 33

Consumer Socialization
. Family Life Cycle
Family Decision Making

Question 34

Family Decision Making

Answer 34

The decision process within family (spouse-dominated and Joint Decisions)

Question 35

Family Life Cycle

Answer 35

distinct phases of a family with identifiable purchase behaviours

Question 36

Consumer Socialization

Answer 36

the process by which people acquire skills, knowledge and attitudes (interactions and own experiences)

Question 37

def, social class

Answer 37

a relatively stable, homogeneous divisions in a society in which people sharing similar values, lifestyles, interests, and behaviour can be grouped

Question 38

def. Culture

Answer 38

the set of learned and shared values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation

Question 39

def. subculture

Answer 39

subgroups within the larger, or national, culture with unique values, ideas and attitudes. Subcultures can be identified by age, geography, and ethnicity.

Question 40

What is an ethnic subculture?

Answer 40

An ethnic subculture is a segment of larger society whose members are thought, by themselves and/or others, to have a common origin and to participate in shared activities believed to be culturally significant.