CHP 1 Introduction

Question 1

What is consumer behaviour?

Answer 1

study of the processes involved when individual’s or groups select, purchase, use, or dispose products, services, ideas, or experiences to satisfy needs & desires

Question 2

What are the 6 steps in the consumer decision-making process?

Answer 2

1. Motivation - where consumption begins
2. Information Search - browse through options; internal & external
3. Attention to Market Cues - are marketers creating artificial needs?; sales, loyalty card, ads, store layout, etc.
4. Evaluation of Alternatives
5. Product Choice
6. Consumer Evaluation & Learning

Question 3

List 5 ways consumer activism impacts marketing

Answer 3

• CSR - firms voluntarily choose to protect or enhance their positive social & environmental impacts as they go about their business activities
• Cause-Related Marketing - firm promises donations to charity as purchase incentive
• Green Marketing - offer products in ways that are sustainable & environmentally friendly
• Social Marketing - using techniques normally employed to sell beer or detergent to encourage positive behaviours (e.g. increasing literacy or discourage activity)
• Transformative Consumer Research - promotes research projects that include the goal of helping others or bringing social change