consumer behavior

Question 1

behavior consumers display in searching for, purchasing, using, evaluating and disposing of products and services - how individuals make decisions to spend their available resources

Answer 1

consumer behavior

Question 2

many internal and external variables influence on costumer behaviour. On the other hand, the market reaction to such stimuli tends to be clearly non-lineal and eventually ends up decreasing unless new stimuli arise.

Answer 2

complexity

Question 3

while a product is consolidating in the market, and up to its decline, the consumer’s attitude towards such product is continually changing.

Answer 3

Mutability over the life cycle of products

Question 4

consumers do not have the same degree of interest in all products nor their purchase implies the same risks. High-involvement purchases are important purchases (even if the price is low) because of the consequences carried if they fail. In contrast, low-involvement purchases are not associated with risk.

Answer 4

mutability over the types of products

Question 5

the economic approach to consumer behaviour states that such behaviour always implies a choice. It is assumed that individuals have full knowledge of their wants and behave rationally to satisfy their needs. Furthermore, it is affirmed that their only motivation is utility maximization

Answer 5

economic approach

Question 6

in addition to the variables taken into account by the previous approach, economic, psychological (inner) and sociological (external) variables are considered

Answer 6

psychological approach

Question 7

attempts to offer an explanation to consumer behaviour according to what causes it. Human behaviour is stimulated by human needs, that is, individuals feel the lack of something and consequently act to compensate for it

Answer 7

motivational approach

Question 8

culture is the important cause of people’s wants and behaviour. During the growing-up years, kids learn a set of values, perceptions, preferences and behaviour within their families and other key institutions

Answer 8

cultural factors

Question 9

cultures are made up of subcultures whose members share specific identity and socialization features. Subcultures can be classified into: nationality, religion, ethnicity, geographic region.

Answer 9

subcultures

Question 10

Social classes are relatively homogeneous and permanent divisions are ranked in a hierarchy and whose members share similar values, interests and behaviour. Social classes can be classified into lower-lower, upper-lower, working class, middle class, upper-middle, lower‐upper and upper‐upper

Answer 10

social class

Question 11

all the groups that have a direct or indirect influence on the person’s attitudes or behaviour- family, friends, organizations

Answer 11

reference groups

Question 12

person’s occupation also influences his or her consumption pattern

Answer 12

occupation and economic circumstances

Question 13

companies use mechanisms that provide brands w/ a personality with which consumers feel identified - sincerity, excitement, adventure, sophistication, ruggedness, competence

Answer 13

personality and self concept

Question 14

Lifestyle is a person’s patterns of living in the world as expressed in activities, interests and opinions

Answer 14

lifestyle and values

Question 15

driving force within individuals that impels them to action and this is produced by states of tension resulting from unsatisfied needs

Answer 15

motivation

Question 16

physiological- primary motives or needs like food, water, shelter, clothing

Answer 16

innate needs

Question 17

those that an individual learns in response to the environment or culture. These needs are psychological- love, reputation, self esteem

Answer 17

acquired needs

Question 18

sought after results of motivated behavior - needs are never fully or permanently satisfied which is what marketing banks on

Answer 18

goals

Question 19

the inner psychological characteristics that both determine and reflect how a person responds to his or her environment- attributes, traits and mannerisms - both consistent and endurant

Answer 19

personality

Question 20

process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

Answer 20

perception

Question 21

decreased sensitivity after prolonged exposure

Answer 21

sensory adaptation

Question 22

barely perceptible difference- minimal difference that can be detected between two similar stimuli - use it in marketing so that negative changes are not easily discernible to customer and so that product improvements are very apparent

Answer 22

just noticeable difference

Question 23

process by which individuals acquire the purchase and consumption knowledge and experience they apply to future behaviour- continually evolves and changes - some learning is subliminal

Answer 23

consumer learning

Question 24

 Segmentation
 Brand protection
 Generating demand
 Transforming products into services
 Consumer participation
 Redesigning of contact points
 Prescription and proactive listening

Answer 24

challenges facing marketing and communications department in digital era

Question 25

1. physiological
2. safety
3. social
4. esteem
5. self-actualization

Answer 25

maslow’s hierarchy of needs