Chapter 6 Marketing Research

Question 1

What is a consumer?

Answer 1

A person who purchases goods or services.

Question 2

Influences on consumer buying behavior

Answer 2

Psychological
Social
Situational

Question 3

Psychological influences are the influences that come from within a person.

Answer 3

If the need is not satisfied, it turns into a drive.
A drive - Internal force that leads to action.
The purpose of the action is to fulfill the need.

Question 4

Maslow’s Hierarchy of Needs

Answer 4

Physical - Water, food, shelter clothing
Safety - Freedom from danger, financial security
Acceptance- Affection, approval, belonging
Esteem self-respect, and respect from others
Self-actualization- complete realization of one’s potential, and the full development of one’s abilities and appreciation for life

Question 5

Social Influences

Answer 5

The influences from the society in which you live, rather than from within yourself.
Ex:
. Culture is the characteristics and knowledge of a particular group of people, encompassing language, religion, cuisine, social habits, music, and arts. Culture affects every aspect of a person’s life.
. Family can influence buying behavior. Children often buy the same brands as their parents.
. Friends and co-workers. If you buy a product that your friends admire you might feel more self-confident or your self-esteem might increase.