Development in Marketing

Question 1

What are the three types of consumer behaviour?

Answer 1

Cognitive Paradigm - Purchase from a rational decision
Learned behaviour - Purchase based on past purchases
Habitual decision making - Purchase on habit or brand loyalty

Question 2

Lancaster and Withey (2003) five steps in consumer decision making

Answer 2

1) Problem recognition (Whats the need)
2) Information search
3) Evaluation of alternatives
4) Purchase decision
5) Post purchase evaluation

Question 3

What are the five influences on buyers?

Answer 3

Social factors - belonging to groups eg, Dads, single people, Golfers
Cultural factors - values, attitude and beliefs
Personal factors - age, stages in relationships, occupation, lifestyle
Psychological factors - Motivation (gym) Perception, Learning, attitude

Question 4

What are the target audiences for NFP organisations?

Answer 4

Beneficiaries - people who benefit from the publicity
Supporters - Charity shop customers
Regulators - local authorities