Class 5 | Chap 7 | Consumer Behaviour

Question 1

The study of consumer behaviour van be divided into 3 interdependent dimensions:

Answer 1

The study of:

1) Culture
2) Social groups
3) Individual

Question 2

What are the 4 characteristics of social classes?

Answer 2

• More alike in dress, speech and preferences
• Perceived as occupying inferior or superior positions social classes
• a cluster of variables (income, wealth, education etc)
• individuals can move up and down the social ladder

Question 3

Which social factors affect consumers? 3

Answer 3

1) reference groups: f2f or indirect influence on their attitudes or behaviour
2) family:
3) social roles and status

Question 4

What type of reference groups are there? 3

Answer 4

• Aspirational: hopes to join
• Dissociative: does not belong, individual rejects
• Disclaimant groups: belongs to, but seeks to avoid values, norms and behaviour

Question 5

What are the personal characteristics that influence a buyers decision? 4

Answer 5

• Age and stage in the lifecycle
• Occupation and economic circumstances
• Personality and self-concept
• Lifestyle and values

Question 6

What is the most important buying organisation in society?

Answer 6

A family

Question 7

Prof Jennifer Aaker identified the following brand personalities;

Answer 7

Sincerity
Excitement
Competence
Sophistication
Ruggedness

Question 8

What is a lifestyle

Answer 8

A persons pattern of living in the word as expressed in activities, interests and opinions. It portrays the whole person interacting with his or her environment

Question 9

Core values:

Answer 9

The belief systems that underlie the attitude and behaviours. Go way deeper and determine peoples choices and desires over the longer term.

Question 10

What is the starting point for understanding consumer behaviour?

Answer 10

Stimulus-response model: understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions

Question 11

What are the 4 key psychological processes that influence the consumer process?

Answer 11

Motivation
Perception
Learning
Memory

Question 12

What types of needs are there?

Answer 12

• Biogenic: arise from physiological states of tension such as hunger, thirst or discomfort
• Psychogenic: arise from psychological states of tensions such as the need of recognition esteem and beloning

Question 13

What are the 3 best-known theories of human motivation?

Answer 13

• Freud
• Maslow
• Herzberg

Question 14

Freud:

Answer 14

Psychological forces shaping people’s behaviour are largely unconscious and that a person cannot fully understand or be aware of their own motivations

Question 15

Maslow:

Answer 15

Why people are driven by particular needs at a particular time:

1) physiological needs: food water shelter
2) Safety needs: security protection
3) Social needs: sense of belonging, love
4) Esteem needs: recognition, status
5) self-actualisation needs: self-development and realisation

Question 16

Herzberg:

Answer 16

Two-factor theory:

• Dissatisfiers: factors that cause dissatisfaction
• Satisfiers: factors that cause satisfaction

BUT the absence of dissatisfiers is not enough to motivate a purchase

Question 17

Perception =

Answer 17

the process by which we select, organise and interpret information inputs to create a meaningful picture of the world

Question 18

3 perceptual processes:

Answer 18

• Selective attention: marketers must work hard to grab attention
• Selective distortion: tendency to interpret ingo in a way that fits our perceptions
• Selective retention: people don’t remember info but retain info that supports our attitudes and beliefs

Question 19

hedonic bias =

Answer 19

people have the general tendency to attribute success to themselves and failure to external causes

Question 20

Associative network model memory:

Answer 20

views Long-term memory (LTM) as a set of nodes and links Nodes are stored info connected by links that vary in strength.

Question 21

Memory encoding =

Memory retrieval =

Answer 21

How and where information gets into memory

The way info gets out of the memory

Question 22

What types of perspectives on consumer behaviour are there? 5

Answer 22

1) Behaviourist perspective: classical & operant conditioning
2) Information-processing perspective: how consumers mentally process, store, retrieve and use marketing info. interaction.
3) Emotional perspective: consumer affections (emotional responses)
4) Cultural perspective: culture is the prism through what the consumer view the product
5) Multi-perspective approach

Question 23

What are the 5 stages of the consumer buying process?

Answer 23

1) problem recognition
2) Information search
3) Evaluation of alternatives
4) Purchase decision
5) Post-purchase behaviour

Question 24

What are 3 choice heuristics?

Answer 24

• Conjunctive
• Lexicographic
• Elemination

Question 25

A consumer’s decision to postpone or avoid a purchase decision is heavily influenced by the perceived risk of purchasing. There are different types of risk including;

Answer 25

Functional - will it work properly?
Physical - will it impact upon your health or others?
Financial - is it worth the price?
Social - what will other people think? We may not actually buy a product because of this
Psychological - does it fit with your self-image
Time - if any of the above happen, will you be able to find an alternative in time?

Question 26

Consumers disposing of products can

Answer 26

give it away, trade it, sell it or throw it away

Question 27

The emergence of Behavioural Economics has emerged to challenge traditional economic thought. Three broad areas in this new topic include:

Answer 27

Decision Heuristics, Framing and Mental Accounting