Chapter 5: Marketing: 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 markets

Answer 2

Consumer markets are made up of all the individuals and
households that buy or acquire goods and services for
personal consumption

Question 3

Two types of barrier
I’m prepared to believe what the brand is telling me, but……..

Answer 3

I think…….
I believe………
People think……
Mental barriers
(Likely to be addressed by activities such as PR, Relationship Marketing, Experiential Marketing, Content Marketing…)

I can’t find……..
I can’t see…….
There’s a problem with…….
Practical barriers
(Likely to be addressed by sales drivers such as Quality,
Distribution / Category management,visibility at the point of
purchase…)

Question 4

Cultural Factors

Answer 4

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

Question 5

Cultural Factors
Micro-Influencers: Sometimes
Smaller Is Better

Answer 5

Instead of paying top dollar to a small group of mega-influencers, many brands now are partnering with a larger number of smaller micro-influencers to give a more authentic, focused, and affordable voice to their brand.

Question 6

Psychological Factors

Answer 6

Selective attention is the tendency for people to screen out
most of the information to which they are exposed.

Selective distortion is the tendency for people to interpret
information in a way that will support what they already
believe.

Selective retention is the tendency to remember good
points made about a brand they favor and forget good points
made about competing brands.

Question 7

Psychological Factors 2
belief and attitude

Answer 7

A belief is a descriptive thought that a person has about
something based on:
* knowledge
* opinion
* faith

An attitude describes a person’s relatively consistent feelings and tendencies toward an object or
idea.

Question 8

Types of Buying Decision Behavior

Answer 8

see slide 31

Question 9

Need Recognition

Answer 9

the first stage of the buyer decision
process, in which the consumer recognizes a problem or
need triggered by:
* Internal stimuli
* External stimuli

Question 11

Information Search

Answer 11

Information search is the stage of the buyer decision
process in which the consumer is motivated to search for
more information.
Sources of information:
– Personal sources
– Commercial sources
– Public sources
– Experiential sources

Question 12

Evaluation of Alternatives

Answer 12

Alternative evaluation is the stage of the buyer decision
process in which the consumer uses information to evaluate
alternative brands in the choice set.

Question 13

Purchase Decision

Answer 13

Purchase decision is the buyer’s decision about which
brand to purchase.
The purchase intention may not be the purchase decision
due to:
* Attitudes of others
* Unexpected situational factors

Question 14

Post-purchase Behavior

Answer 14

Post-purchase behavior is the stage of the buyer decision
process in which consumers take further action after
purchase, based on their satisfaction or dissatisfaction.

Cognitive dissonance is buyer discomfort caused by
postpurchase conflict.

Postpurchase cognitive dissonance: Postpurchase
customer satisfaction is a key to building profitable customer
relationships. Most marketers go beyond merely meeting the
customer expectations—they aim to delight customers

Question 15

adoption process

Answer 15

The adoption process is the mental process an individual
goes through from first learning about an innovation
to final regular use.
* Stages in the adoption
process include:
Awareness -Interest- Evaluation -Trial- Adoption