Consumer Behaviour

Question 1

Define Consumer Behaviour

Answer 1

-The dynamic interaction of affect and cognition, behaviour and the environment that shapes the exchange aspects of a humans life.

Question 2

What is the ABC of Psychology concerned with? Name and explain the 3 features and examples.

Answer 2

• Concerned with the 3 components of mind.

Affect - any experience of feelings (internal) and emotions (external) e.g customer satisfaction.

Cognition - All forms of knowing and awareness, such a perception and judging. e.g judging between 2 products

Behaviour- An organisms activity in response to a stimuli. The overt actions that form the physical aspect of consumer behaviour that can be observed (rather than thinking) e.g product purchase.

Question 3

Outline Kotler & Armstrong’s Stimulus-Response model:

3 Stages (with other names)
What each stage contains.
Explanation of 2 stages with links to ABC model.

Answer 3

Stimulus (inputs) - Organism (processing) - Response(outputs)

Stimulus contains the environment.
Organism contains the buyers black box, with consumer characteristics and decision making process.
Response contains buyers responses, with purchase behaviour.

Organism contains the buyers black box, which is the affect and cognition elements of psychology which are unknown to marketers as they are not observable.

Response contains the observable aspects of consumer behaviour in behaviour, but also observable aspects of affect and cognition such as expressed cognition (debating between 2 products) and external affect (emotional).

Question 4

Name the 4 key factors on Consumer Behaviour

Answer 4

Cultural Factors
Social Factors
Personal Factors
Psychological Factors

Question 5

Name and define the 3 Cultural factors on CB

Answer 5

Culture - Set of basic values and beliefs that individuals learn from important institutions.

Sub-Cultures - Groups of people who have a shared value system borne from common experiances (e.g bikers)

Social Classes - Relatively Permanent & ordered divisions of whose members share values, beliefs and behaviours. Measured by combination of wealth, heritage, education etc.

Question 6

Name and define 3 Social Factors on CB

Answer 6

Family - Huge factor, affects CB of other members.
Groups + Social Networks - Online groups, instagram influencers
Role + Status - Within social group (e.g CEO car vs employee car)

Question 7

Name and define 3 Personal Factors on CB

Answer 7

Age
Personality - Individual Characteristics that that define a person
‘Self-concept’ - They way an individual defines and evaluates themselves, of which personal possessions might be a part of

Question 8

Name and define 4 Psychological Factors on CB

Answer 8

Motivation- Linked to Maslows Hierarchy of Need; when a need is significantly pressing to direct a consumer to seek satisfaction of said need.

Learning- When a consumers behaviour is changed by an experience with a firm.

Perception - How a consumer interprets information about a firm.

Attitudes - Relatively permanent thoughts and evaluations towards a certain object.

Question 9

Name and define each step of the buyer decision process

Answer 9

1. Need recognition - Consumer recognises need(either internal or external stimuli)
2. Information search - Consumer is motivated to search for more information(personal, commercial or public sources)
3. Evaluation of Alternatives - consumer uses information found to evaluate alternative brands from a choice set.
4. Purchase Decision - Consumers decision on what brand to purchase
5. Post-purchase behaviour- The actions of the consumer after purchase due to satisfaction or dissatisfaction.

Question 10

Describe Cognitive Dissonance

Answer 10

Consumers experiences cause discomfort due to post-purchase discomfort; Can lead to return.