Chapter 6

Question 1

Consumer buyer behavior characteristics

Answer 1

Cultural
Social
Personal
Psychological
Buyer

Question 2

Cultural

Answer 2

Culture - Learned from family, church, school, peers and colleagues. Deeply entrenched
Subculture - A group of people with shared value systems based on common life experiences (region, nationalities, religion, race)
Social class - divisions in society whose members share similar values interests and behaviors. (Combination of occupation, income, education, wealth, and other variables)

Question 3

Social

Answer 3

Reference groups- Membership groups, word-of-mouth, reference/aspirational groups, opinion leaders
Family- Household “power-broker(s)”, Gender stereotypes change, children have strong influence
Roles and status- activities people are expected to perform, esteem given to role by society

Question 4

Personal

Answer 4

Age and life cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept- unique psychological characteristics that distinguish a person or group.

Question 5

Psychological

Answer 5

Motivation - a need requiring satisfaction
Perception
Learning
Beliefs and attitudes

Question 6

Maslow’s Hierarchy of needs (basic to last)

Answer 6

Physiological needs (hunger, thirst)
Safety needs
Social needs
Esteem needs
Self actualisation needs (self improvement and realization)

Question 7

Buyer decision process

Answer 7

Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behavior

Question 8

Cognitive dissonance

Answer 8

Discomfort caused by post-purchase conflict - thinking about the benefits of the brands not purchased and the drawbacks of the brand that was purchased

Question 9

Buyer decision process for new products

Answer 9

Awareness- Becomes aware but lacks information
Interest- Seeks information about the product
Evaluation- Considers whether to try the product
Trial- Tries new product in small sample
Adoption- Decides to use product regularly

Question 10

The adoption process

Answer 10

Innovators
Early adopters: opinion leaders
Early majority (early mainstream)
Late majority (late mainstream)
Lagging adopters

Question 11

Characteristics influencing rate of adoption

Answer 11

Relative advantage (superior to existing products)
Compatibility (aligned with values and experience of the market)
Complexity (difficulty to understand)
Divisibility (limited basis and then integrated)
Communicability (benefits easily observed or described)

Question 12

Business to business

Answer 12

Business demand is derived from consumer demand

Question 13

Major types of buying situations in B2B

Answer 13

Straight rebuy
Modified rebuy
New task
Systems (solution selling)

Question 14

Straight rebuy

Answer 14

Routine reorder without any modifications. Very few decisions made.

Question 15

Modified rebuy

Answer 15

Order with modification

Change in product specifications, prices, terms or suppliers

Question 16

New task

Answer 16

First time order of a product. A lot of decisions made. Marketers biggest opportunity to steal a client from competitor

Question 17

System (solution) selling

Answer 17

Buying a packaged solution to a problem from a single seller
Order includes all products and services from one supplier
Becoming the more common

Question 18

Buying center

Answer 18

Includes all individuals and units that participate in the purchase decision-making process