CHAPTER SIX

Question 1

What are the main drivers of consumer behaviour? [5]

Answer 1

1. Personal factors
2. Social factors
3. Psychological factors
4. Situational factors
5. Marketing mix factors

Question 2

What are the psychological factors? [4]

Answer 2

1. Perception
2. Learning
3. Attitude and beliefs
4. Motivation

Question 3

The ____________/internal factors influencing consumer decision making and behavior are often also called ____________ factors as they arise from ________ the consumer

Answer 3

psychological
individual
within

Question 4

What are the psychological factors effecting a consumer? [5]

Answer 4

1.Perception
2.Motivation
3.Learning
4.Attitudes
5.Personality

Question 5

Define perception

Answer 5

Perception is the process of selecting, organising and interpreting information to create an image of the world.

Question 6

What are the three perceptional processes? [3]

Answer 6

• Selective attention
• Selective distortion
• Selective retention

Question 7

What is selective attention + an example?

Answer 7

Where consumers SCREEN OUT most of the information, they are exposed to

E.G, reading a book in a loud coffee shop: Even though there are other conversations taking place in your vicinity, you’re mostly paying attention to the words on the page.

Question 8

What is selective distortion + an example?

Answer 8

Where consumers interpret the information in a way that will support their existing beliefs

E.G If you love Checkers and see an advert about Checkers, you may experience that advert differently than someone who prefers Woolworths.

Question 9

What is selective retention?

Answer 9

Where consumers are likely to remember good points about a brand that they favour based on their previously established needs, beliefs, interests, and values & forget about competitors

E.G, Continuing with the Checkers example, if you see a pop- up of Checkers or a special for the Xtra Saving loyalty program, you may be more likely to remember that pop- up or special than those individuals who prefer to rather shop at Woolworths

Question 10

What is the value of perception? [2]

Answer 10

Think about perceived quality, perceived reputation and perceived brand image - all these concepts relate to what consumers select to perceive and how they form a picture of something in their minds

Brand perception is how consumers view the brand

Question 11

Define motivation

Answer 11

Can be described as the driving force in people that compels them to act in a certain way or to make a specific decision

Question 12

The tension that arises from an __________ need and the process that follows to _________ the tension, is referred to as motivation

Answer 12

unfulfilled need
alleviate

Question 13

What is Maslow’s hierarchy of needs?

Answer 13

The hierarchy proposes that all humans starts with basic level of physiological needs & when this is satisfied, they gradually move up hierarchy eventually satisfying their self-actualisation needs

Question 14

True or false, The motivation process recognises that human need can be wholly satisfied. As one need is satisfied, a new need arises

Answer 14

False, The motivation process recognises that human need is SELDOMLY wholly satisfied. As one need is satisfied, a new need arises

Question 15

Define Learning

Answer 15

Learning is the process through which a relatively permanent change in behaviour results from the consequences of past behaviour or thought

Question 16

Why is it important for marketers to understand the way consumers learn?

Answer 16

It is essential for marketers to understand the way in which consumers learn; some learn through new information and some through experience

Question 17

Therefore, it is important to provide consumers with ________ when introducing ____ products as it gives them an opportunity to learn about the product

Answer 17

SAMPLES
new

Question 18

Define attitudes

Answer 18

Attitudes are defined as a learned predisposition to behave in a manner that is consistently favourable or unfavourable towards a specific object.

Question 19

What are attitudes based on? [2]

Answer 19

These are based on a person’s values and beliefs (which are learnt)
* Values: Personal or Core Values
* Beliefs: Based on a consumer’s subjective perception

Question 20

Define personality

Answer 20

Personality: Refers to individual differences in typical patterns of thinking, feeling and behaving

Question 21

What type of behavior is personality?

Answer 21

Personality is a person’s consistent behaviour or response to recurring situations that may have an impact on their purchase decisions

Question 22

What age is personality developed at and what does it relate to?

Answer 22

Personality is developed at the age of 3 and may relate to the internal traits and behaviours that makes a person unique as a result of their upbringing and personal experience

Question 23

What age is personality developed at and what does it relate to?

Answer 23

Personality is developed at the age of 3 and may relate to the internal traits and behaviours that makes a person unique as a result of their upbringing and personal experience

Question 24

What is brand personality?

Answer 24

Brands also have personalities – brand personality is where human traits are attributed to the brand

Question 25

What are social factors of consumer behaviour?

Answer 25

The people consumers interact with, either directly or indirectly, who influence their choices and can include family, reference groups, roles and status

Question 26

What are social factors of consumer behaviour?

Answer 26

The people consumers interact with, either directly or indirectly, who influence their choices and can include family, reference groups, roles and status

Question 27

Define family

Answer 27

Family – two or more persons related by blood, marriage or adoption who reside together

Question 28

Define Households

Answer 28

Households–families reside in households and therefore their purchases are not per individual but per household

Question 29

Define Social class

Answer 29

a group of people with a similar level of status, esteem within a community and norms that direct their behaviour

Question 30

What is a reference group?

Answer 30

An actual or group of that has the ability to influence an individual’s thinking, feelings, aspirations and behaviour.

Question 31

What do reference groups posses?

Answer 31

Reference groups possess different forms of power that directly influences consumer behaviour and decision-making

Question 32

What is the difference between normal versus comparative reference groups?

Answer 32

A normative reference group influences you through direct interaction.
Examples include your teachers, peers, associates and friends.

A comparative reference group is a group of individuals whom you compare yourself against and may strive to be like. Examples include celebrities and role models

Question 33

How does role and status fit into social factors ? [3]

Answer 33

Question 34

What is culture?

Answer 34

Culture is a set of basic values, perceptions, wants & behaviours learnt by family members and then gets transmitted to the next generation

Question 35

What is culture and subculture? [3]

Answer 35

Question 36

What is culture and subculture? [3]

Answer 36

Question 37

What are personal factors?

Answer 37

The influence of a consumer’s personal characteristics on their buying decisions including age, life-cycle stage, occupation, economic situation, lifestyle, and personality.