Consumer Behaviour/ Chapter 3

Question 1

what are the 5 stages of the consumer decision making process

Answer 1

need recognition/ problem awareness
information search
evaluation of alternatives
purchase
post-purchase evaluation of alternatives

Question 2

explain the 5 roles of the buying centre

Answer 2

initiator-person who begins the process of considering a purchase, info may be gathered at the part
influencer- person who attempts to persuade others in the group concerning the outcome of the decision
decider- individual with power/ finance authority to make final choice about what to buy
buyer- person who conducts the transaction
user- actual consumer/ user of product

Question 3

explain the evaluation and choice criteria of high and low involvement products

Answer 3

high involvement needs lots of information. Sales force has important role in high involvement situation by ensuring that the consumer is aware of important attributes of the product and correctly evaluating their consequences.
low investment products- the evaluation of alternatives is much more likely and attitude change is likely to follow purchase. Not much thought and time goes into buying the product.

Question 4

what are the personal influences on consumer purchasing behaviour

Answer 4

motivation-levels of motivation vary depending on individual type of purchase and purchase occasion beliefs and attitudes
personality
lifestyle,
life cycle and age- disposable income and purchase requirement and vary according to use
. An example of implications is the extent to which personal influences influence decision making e.g. lifestyle can determine interests and opinions

Question 5

what are the social influences on consumer purchasing behaviour

Answer 5

culture- tradition, values and basic attitudes of whole society within an individuals life
social class,
reference groups indicates a group of people that influences an individuals attitude/ behaviour
geodemographics- classifying households on geographical location.
An example of implications is the extent to which social influences inform decision making e.g. culture can determine societal values, which might affect individual behaviour.