Chp 3

Question 1

Consumer behaviour

Answer 1

Processes and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires

Question 2

Consumer decision-making process (model)

Answer 2

Need recognition –> Information search –> Alternative evaluation –> Purchase decision –> Postpurchase evaluation

Question 3

Psychological process (model), linked with Consumer decision-making process

Answer 3

Motivation –> Perception –> Attitude formation –> Integration –> Satisfaction

Question 4

Need recognition

Answer 4

A difference between ideal state and actual state

Question 5

Consumer motivation

Answer 5

They way a consumer perceives a situation and becomes driven to resolve it will influence the remainder of the decision process

Question 6

Maslow’s hierarchy of needs

Answer 6

1) Physiological needs
2) Safety needs
3) Social needs
4) Esteem needs
5) Self-actualization needs

Question 7

Types of information search

Answer 7

Internal and external

Question 8

Internal search

Answer 8

An attempt to scan information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives

Question 9

External search

Answer 9

Includes:

• Personal sources
• Commercial sources
• Public sources
• Personal experiences

Question 10

Perception

Answer 10

The process by which the individual receives, selects, organizes, and interprets information to create a meaningful picture of the world

Question 11

Selective perception

Answer 11

Receivers selectively see and hear depending upon their needs, motivations, backgrounds, experience, and other personal characteristics

Question 12

Selective perception process

Answer 12

Selective exposure –> Selective attention –> Selective comprehension –> Selective retention

Question 13

Selective exposure

Answer 13

Occurs as consumers choose whether or not to make themselves available to information

Question 14

Selective attention

Answer 14

Occurs when the consumer chooses to focus attention on certain stimuli while excluding others

Question 15

Selective comprehension

Answer 15

Interpreting information on the basis of ones own beliefs and attitudes

Question 16

Selective retention

Answer 16

Consumers do not remember all the information they see, hear, or read, even after attending to and comprehending it

Question 17

Mnemonics

Answer 17

Symbols, rhymes, associations, and images that assist in the learning and memory process

Question 18

Subliminal perception

Answer 18

The ability to perceive a stimulus that is below the level of conscious awareness

Question 19

Alternative evaluation

Answer 19

Various brands identified and considered are the consumer’s evoked set

Question 20

Types of evaluative criteria

Answer 20

Objective and subjective

Question 21

Evaluative criteria can be viewed through…

Answer 21

A consumer and marketer view

Question 22

Bundle of benefits include..

Answer 22

• Functional benefits (tangible like airbags)
• Experiential benefits (how the product makes the consumer feel)
• Performance benefits (less tangible like a beauty product that claims to make one beautiful)

Question 23

Attitude formation

Answer 23

Represents an individual’s overall feelings toward an object

Question 24

Role of advertising in attitude formation…

Answer 24

Used to create favourable attitude and/or change negative attitudes

Question 25

Multi attribute attitude model

Answer 25

Views an attitude object, like a product or brand, and establishes factors that affect it, including:

• Beliefs about the brands
• Importance attached to an attribute
• Number of attributes considered

Question 26

Purchase decision

Answer 26

When the consumer stops searching for and evaluating information about alternative brands in the evoked set

Question 27

Purchase intention

Answer 27

Predisposition to buy a certain brand

Question 28

Postpurchase evaluation

Answer 28

After using the product or service, the consumer compares the level of performance with expectation and is either satisfied or dissatisfied

Question 29

Brand loyalty

Answer 29

The preference for a particular brand that results in its repeated purchase

Question 30

Satisfaction

Answer 30

When the consumer’s expectation are either met or exceeded

Question 31

Cognitive dissonance

Answer 31

A feeling of psychological tension or postpurchase doubt that a consumer experiences after making a difficult purchase choice

Question 32

Variations in consumer decision making

Answer 32

• Routine problem solving
• Limited problem solving
• Extended problem solving

Question 33

Target audience decision

Answer 33

The goal of an IMC plan is to influence the behaviour of a target audience

Question 34

Target market process

Answer 34

1) Segment the market
2) Select a target market
3) Determine the market positioning strategy

Question 35

Target market

Answer 35

The group of consumers toward which an overall marketing program is directed

Question 36

Target audience

Answer 36

A group of consumers within the target market for which the advertising campaign is directed

Question 37

Market segmentation

Answer 37

Marketer identifies a target market by:

• Identifying the specific needs of groups of people, or segments
• Selects one or more segments as a target
• Develops marketing programs directed to each