Chapter 7

Question 1

How consumers make brand decisions

Answer 1

1. Need recognition
   2.information search
2. Evaluation of alternatives
3. Choice
4. postpurchase evaluation

Question 2

Involvement

Answer 2

• means personal relevance
• when purchase decisions entail social or financial risk, they are considered higher involvement.

Question 3

Consumer behavior

Answer 3

• how we purchase, use, and dispose of products, and needs and wants that motivate behaviors.

Question 4

Cross-cultural Factors

Answer 4

-International or global marketing programs must consider muli-cultural differences that may derail communication
- may need to localize the campaign to appeal to audiences in a different culture
-.

Question 5

Reference groups

Answer 5

Teachers
Religious leaders
Political parties
Religious groups
Ethnic organizations
Hobby-based clubs
Fellow workers or students

Question 6

Segmentation

Answer 6

dividing market into groups of people with similar characteristics in key product-related areas.
-Divide them by the type of market they represent, either business or consumer
Refer to markets either as:
those who shop for and purchase the product
those who actually use the product
those who help the buyer make a brand choice

Question 7

Psychographics

Answer 7

refers to the lifestyle and psychological characteristics including:
- activities
-values
-attitudes
-interest
-opinions

Question 8

Factors that impact Consumer behavior

Answer 8

1. Psychological influences (state of mind, motivation, values)
2. Behavioral influences (Quantity usage, Brand relationships, innovation)
3. social/cultural influences ( Culture, social class, Reference groups)

Question 9

Demographic characteristics

Answer 9

(Lifestyle and hobbies of a certain group) impact attitude and consumer behavior.

Question 10

Psychographic characteristics

Answer 10

lifestyle= impact attitude and consumer behavior.
- Activities
- Values
- Interest
- Attitudes
- opinions