Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

MGCR 352 > Consumer Behaviour (Lecture #11) > Flashcards

Consumer Behaviour (Lecture #11) Flashcards

1
Q

Why do people buy some products and not others?

A

consumers have different motivations and behaviours

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are the categories of consumer motivations?

A
  • Physical
  • Lifestyle
  • Psychological
  • Social
  • Cultural
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Why do marketers care about consumers’ motivations and behaviours?

A
  • understanding what consumers do, and why they do it, is a vital first step towards being able to predict and influence these behaviours
  • helps us to more efficiently orient our marketing actions around the wants and needs of our consumers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Consumer behaviour questions relating to STP and marketing mix: who are the customers?

A

target segment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Consumer behaviour questions relating to STP and marketing mix: Why do they buy?

A

benefits sought

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Consumer behaviour questions relating to STP and marketing mix: what do they buy?

A

product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Consumer behaviour questions relating to STP and marketing mix: where do they learn about it?

A

promotion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Consumer behaviour questions relating to STP and marketing mix: how/when/where do they buy?

A

price/place

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is the “purchasing funnel” from largest to smallest?

A

Awareness (of product)
Interest
Desire
Action (buying the product)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the 5 steps of the consumer decision process? (general)

A
  1. Problem recognition
  2. Information search
  3. Evaluation
  4. Purchase Decision
  5. Post-Purchase Behaviour
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What does problem recognition entail?

A

noticing there’s a problem to solve

–present does not equal desired state

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What does information search lead to?

A

leads to a set of brands to consider (“consideration set”)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What does evaluation entail?

A

compare different brands

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Describe the internal and external parts of information search and evaluation

A

internal
-scan memory for past experiences

external

  • personal sources (relatives, friends)
  • public sources (public rating platforms, government agencies)
  • marketing-dominated sources (advertising, salespeople, store displays, company websites)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is the main driver of repeat business?

A

satisfaction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What does purchase decision entail?

A

decide what, when, and where to buy

17
Q

T or F: purchase decision is the end point

A

false

18
Q

What drives positive word of mouth?

A

satisfaction

19
Q

what does satisfaction depend on?

A

expectations

Performance < Expectations = Disappointment

Performance >= expectations = satisfaction

20
Q

What happens if consumers have more consumer involvement

A
  • they will spend significantly more time searching for products
  • they compare brands, sellers, evaluate more product attributes
21
Q

what influences consumer involvement?

A

whether or not the consumer cares if what they’re buying is the best option

22
Q

def. motivation

A

the process that initiates, guides, and maintains goal-oriented behaviours

23
Q

What can marketers do to promote motivation to purchase (example)?

A

highlight unmet need that their product can fulfill

24
Q

What is the hierarchy of needs from the widest to smallest?

A
  1. Physiological Needs (food, water, shelter)
  2. Safety Needs (freedom from harm, financial security)
  3. Social Needs (friendship, belonging, love)
  4. Personal Needs (status, respect, prestige)
  5. Self-actualization needs (self-fulfillment)
25
Q

What is the key aspect of socio-cultural influence?

A

conformity

26
Q

def. conformity

A

doing the same as others “monkey see, monkey do”

27
Q

def. informational influence

A

other people as a source of information

28
Q

def. cognitive shortcut

A

often easier to do what others do than to fully investigate all options

29
Q

What are the two main reasons for conformity?

A
  • informational influence

- cognitive shortcut

30
Q

What are some sources of socio-cultual influence?

A
  • culture
  • family
  • reference group
  • formal leader
  • aspirational group
31
Q

word-of-mouth recommendations from trusted sources (eg friends) are ________ influential than advertisements

A

much more

32
Q

what does viral marketing aim to do?

A

generate a lot of word-of-mouth online, so that people spread key messages about a given product

MGCR 352 (15 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions