Consumer Behaviour I

Question 1

consumer behaviour AKA

Answer 1

consumer buyer behaviour

Question 2

what is consuemr behaviour

Answer 2

Includes the whole process of studying why consumers
purchase certain products, how they buy them to the
point where they dispose of the products

Question 3

what is consumer market

Answer 3

All the individuals and households that buy or acquire
goods and services for personal consumption

Question 4

what are the 3 parts under the consumer behaviour model

Answer 4

stimuli (external factors)

black box (buyer’s mind) (internal factors)

responses

Question 5

what are the 2 types of external factors

Answer 5

marketing mix (from the brand itself) (4Ps: prod, price, place, promotion)
environmental

Question 6

what is the environmental external factors (stimuli)

Answer 6

Economic,
Technological,
Cultural
political
demographic
situational

Question 7

what are the 2 things in black box (internal factors)

Answer 7

consumer characteristics

decision making process

Question 8

what are the internal factors consumer characteristics

Answer 8

beliefs/attitudes
values
knowledge
motives
perceptions
lifestyle

Question 9

what are the internal factors decision making process

Answer 9

problem solving
information search
alternate evaluation
purchase
post purchase
evaluation

Question 10

what are the responses

Answer 10

either to purchase or not

if purchase then which:
- product
- brand
- source
- amount
- method of payment

Question 11

what is the decision making process

Answer 11

problem solving
information search
alternate evaluation
purchase
post purchase
evaluation

Question 12

what are the factors (internal and external) which influence consumer behaviour

Answer 12

cultural

social

personal

psychological

Question 13

what are the cultural factors

Answer 13

culture,
subculture,
social class

Question 14

what are the social factors

Answer 14

reference groups,
family,
roles and status

Question 15

what are the personal factors

Answer 15

• age
• occupation
• economic situtations
• lifestyle
• personality
• self-concept / self image

Question 16

what is the culture (cultural factors)

Answer 16

The set of basic values, perceptions, wants and
behaviour learned by a member of society from family and
other important institutions.

Culture is learned from family, church, school, peers & colleagues.

Singapore culture: Achievement and success, progress, material, racial
harmony, fitness and health, & FAMILY.

Question 17

Culture is the ______ of a Person’s Wants and Behavior

Answer 17

Most Basic Cause

Question 18

what is the sub culture (cultural factors)

Answer 18

Groups of people with shared value systems based on common life experiences.

Subculture include nationalities, religions, racial groups, interest
groups etc

Question 19

what is the social class (cultural factors)

Answer 19

A status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired mainly through income, accumulation of wealth,
occupation, education and other variables

4 common social classes informally recognized in many societies are:-
(1) Upper class,
(2) Middle class,
(3) Working class, and the
(4) Lower class.

Question 20

what are the social factors

Answer 20

Social factors play an essential role in influencing the buying
decisions of consumers. We talk to and discuss various
issues to reach to better solutions and ideas with others
(friends, family, influencers etc).

Question 21

2 types of reference groups (social factors )

Answer 21

there are 2 types

membership

opinion leaders/influencers

Question 22

explain opinion leaders/influencers

Answer 22

▪ People you may or may not know with the reference group

▪ Have special knowledge, skills, personality

▪ Exerts influence on others

▪ Eg Food editors, local celebrities, wine specialists…

Question 23

explain aspirational group

Answer 23

▪ Group which consumers wish to be in

▪ Likely to be a celebrity (sports/entertainment)

Question 24

what is family (social factors )

Answer 24

family is the most important consumer buying organization

there is a hierarchy:
- husband wife involvement
- changing husband wife involvement
- children exert influence

Question 25

what are roles and status (social factors)

Answer 25

A role consists of the activities people are expected to perform according to the people around them. (E.g. Role of a teacher, student, parent etc)

Each role carries a status reflecting the general
esteem given to it by society

Question 26

A person often chooses product that reflect their ______

Answer 26

status in society

Question 27

explain age in personal factors

Answer 27

People change the goods and services they buy over their
lifetime. Tastes in food and clothing are often age-related.

Example - IKEA
Different ranges of household furniture to suit needs of different family
profiles

Question 28

what is occupation in personal factors

Answer 28

A person’s occupation affect the goods & services bought.

Eg. Executives working in Banks, vs Ad Agency vs Law Firm…

Question 29

what is economic situations in personal factors

Answer 29

▪ amount of disposable income

▪ economic climate, savings, interest rates, borrowing power

Question 30

what is lifestyle in personal factors

Answer 30

A person’s way of living as expressed in their interests/activities & opinions.

▪ Interests / Activities include hobbies, shopping, sports, social events etc

▪ A person’s lifestyle can be gathered from the opinions they have about
themselves, social issues and products

▪ Marketers have leveraged on consumers’ lifestyle by
offering events, products, services and experiences.

Question 31

what is personality in personal factors

Answer 31

A person’s unique psychological characteristics that lead
to relatively consistent and lasting responses to one’s
own environment

▪ Affects the way he response to one’s environment

▪ Generally defined in terms of traits and character

Question 32

what is self-concept/self image in personal factors

Answer 32

Self-concept suggests that people’s possessions
contribute to and reflect their identities. (Self – Image)