Consumer Behavior

Question 1

Aim of market research

Answer 1

what is in the consumer’s mind

Question 2

The environment (customer/buyer behavior)

Answer 2

marketing stimuli: product, price, place, promotion; other: economic, technological, social, cultural

Question 3

Buyer’s black box

Answer 3

buyer’s characteristics, buyer’s decision process

Question 4

Buyer responses

Answer 4

buying attitudes and preferences; purchase behavior: what the buyer buys, when where and how much; brand engagements and relationships

Question 5

Factors affecting consumer behavior

Answer 5

cultural- culture, sub culture, social class; social; personal- groups and social reference network, family, role, status; psychological

Question 6

Cultural (consumer behavior factors)

Answer 6

set of basic values, perceptions, wants and behaviors learned by member of society from family and other important institutions

Question 7

Subculture (consumer behavior factors)

Answer 7

a group of people with a shared value system based on common life experiences and situations; ‘tribal marketing’ is unconventional strategy which aims at creasing a community linked to product/brand service to be promoted, creates and strengthens sense of belonging among consumers through specially-prepared products and strategies which catalyze, create and favor community development, self-awareness and self-support

Question 8

Social class (consumer behavior factors)

Answer 8

relatively permanent and ordered division in society whose members share similar values, interests, and behaviors

Question 9

Social Factors

Answer 9

groups and social reference networks; family; role; status

Question 10

Groups and social reference networks

Answer 10

group- two or more people who interact to accomplish individual or mutual goals; reference groups influence person’s attitudes and self-concept, and create pressures to conform that may affect person’s product and brand choices

Question 11

Word-of-mouth influence

Answer 11

impact of personal words and recommendations of trusted friends, family, associates and other consumers on buying behavior

Question 12

Opinion leader

Answer 12

person within reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence

Question 13

Buzz marketing

Answer 13

involves enlisting or even creating opinion leaders to serve as “brand ambassadors” who spread the word about company’s products

Question 14

Online social networks

Answer 14

“word-of-web” opportunities to promote products and build closer customer relationships; instead of throwing more one-way commercial messages at consumers, companies hope to use the Internet and mobile social networks to interact with consumers and become a part of their conversations and lives

Question 15

Family (social factors)

Answer 15

strong influence on buyer behavior; family is most important buying organization in society

Question 16

Roles and status (social factors)

Answer 16

a person belongs to many groups: family, clubs, organizations, online communities; person’s position in each group can be defined in terms of both role and status

Question 17

Role

Answer 17

activities people are expected to perform according to people around them

Question 18

Status

Answer 18

reflects general esteem given to each role by society

Question 19

Personal Factors

Answer 19

age/life-cycle position; job; spending power; lifestyle; personality and self-concept

Question 20

Age and life-cycle stage (personal factors)

Answer 20

buying is shaped by stage of family life cycle (stages through which families might pass as they mature over time)

Question 21

Life stages affected personal factors

Answer 21

moving out of house (living alone); reaching economic independence (first job); purchasing a home (first); marriage; having children; children going to school; changes in job (related income); retirement

Question 22

Job ex. (personal factors)

Answer 22

blue collar- workers tend to buy more rugged work clothes (carhartt)

Question 23

Economic situation

Answer 23

a person’s economic situation will affect his/her store and product choices; marketers watch trends in spending, personal income, savings, and interest rates

Question 24

Lifestyle

Answer 24

people coming from same sub-culture, social class, and occupation may have quite different lifestyles; person’s pattern of living as expressed in his or her psychographics; measuring A-I-O dimensions

Question 25

A-I-O dimensions

Answer 25

activities- work, hobbies, family, recreation; interest- food, fashion, family, recreation; opinions- about themselves, social issues, business, products

Question 26

Psychological Factors

Answer 26

motivation, perception, learning, beliefs and attitudes

Question 27

motivation (psychological factor)

Answer 27

motive or drive is a need that is sufficiently pressing to direct the person to seek satisfaction; psychologists have developed theories of human motivation

Question 28

Perception

Answer 28

process by which people select, organize, interpret information to form meaningful picture of the world

Question 29

Selective attention (perception)

Answer 29

tendency for people to screen out most of information to which they are exposed

Question 30

Selective distortion

Answer 30

tendency of people to interpret information in a way that will support what they already believe

Question 31

Selective retention

Answer 31

consumers are likely to remember good points made about brand they favor and forget good points made about competing brands

Question 32

Learning, beliefs and attitudes (psychological behavior)

Answer 32

learning- changes in an individual’s behavior arising form experience; belief- descriptive thought that person holds about something, maybe be based on real knowledge, opinion, faith and may or may not carry emotional charge; attitude- person’s consistently favorable or unfavorable evaluations, feelings, tendencies toward an object or idea

Question 33

Buying behavior matrix

Answer 33

belief (perceived difference among brands) vs motivation (level of buyer involvement)

Question 34

Engel-Kollat-Blackwell CB model (consumer behavior)

Answer 34

need recognition -> information search -> evaluation of alternatives -> purchase decisions -> post purchase behavior

Question 35

ROPO

Answer 35

research online, purchase offline (web-rooming) research offline, purchase online (show rooming)