Lecture 1

Question 1

What is consumer behaviour?

Answer 1

The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy the needs and desires.

Question 2

Name the four different eras of marketing?

Answer 2

1. Manufacturing era
2. The selling era
3. The marketing era
4. Modern Marketing era

Question 3

What does the consumer decision making process consist of ?

Answer 3

1. need recognition
2. searching for information
3. pre-purchase decision
4. pre-purchase evaluation
5. purchase decision
6. post-purchase behaviour

Question 4

What are needs?

Answer 4

These are basic human requiremenents (air, food, water,).

Question 5

What are the 3 issues for consumers?

Answer 5

1. pre-purchase
2. purchase
3. post-purchase

Question 6

What are the 3 issues for marketers?

Answer 6

1. pre purchase
2. purchase
3. post purchase

Question 7

Why understand consumer behaviour?

Answer 7

to SATISFY the consumer needs, and you have to understand their needs in order to satisfy them. What people buy, why they buy and how to connect with people

Question 8

What are the different types of market segmentations?

Answer 8

1. demographics
2. psychographics
3. relationship marketing

Question 9

market segmentation

Answer 9

identify groups of consumers who are similar in certain ways. Marketing strategies are then created specifically to appeal to those segments.

Question 10

demographics

Answer 10

statistics that measure observable aspects of a population such as birth rate, age distribution and income.

example: statistics canada is a major source of demographic data

Question 11

psychographics

Answer 11

differences in consumers personalities, attitudes, values and lifestyles

ex: the way we feel about ourselves, our attitudes to things around us, things we value

Question 12

relationship marketing

Answer 12

involves making an effort to interact with customers on a regular basis, giving them reasons to maintain a bond with the company over time.

Question 13

database marketing

Answer 13

database marketing tracks specific consumers buying habits very closely and crafts products and messages tailored precisely to peoples wants and needs based on this information

Question 14

Popular culture

Answer 14

inspirational and influencial. Examples are music, movies, sports celebrities consumed by mass market is both a product of and an inspiration for marketers Tweeting, boxing day.

Question 15

People often buy product not for what they do but for

Answer 15

what they mean.

brands convey image/personality. Helps us form bonds with other who share similar preferences.

Question 16

Give some examples of popular culture

Answer 16

tweeting, boxing day shopping, stanley cup playoffs

Question 17

Why should businesses care about consumer behaviour?

Answer 17

1. Understand what people buy
2. Understand why people buy
3. Understand how to connect with people

Question 18

corporate social responsibility

Answer 18

companies voluntarily choose to protect or enhance their positive social and environmental impacts as they go about their business activities.

Question 19

Social marketing

Answer 19

using marketing techniques to encourage positive behaviours such as increase literacy or to discourage negative activities.

Question 20

green marketing

Answer 20

an approach in which marketers offer products in ways that are less harmful to the environment

Question 21

cause-related marketing

Answer 21

when some companies promise to donate their money or resources to good causes as a purchase incentive

Question 22

What are the dark sides of marketing?

Answer 22

1. Addictive consumption
2. Compulsive consumption
3. Impulsive consumption
4. ecological crisis

Question 23

What are the three common elements of destructive consumer behaviour?

Answer 23

1. behaviour is not engaged by choice
2. gratification from the behaviour is short lived
3. person gets strong feelings of regret or guilt right after

Question 24

business ethics

Answer 24

rules of conduct that guide actions in the marketplace, vary according to culture. (knowing right from wrong)

Question 25

Name some issues revolved around consumerism?

Answer 25

1. consumer theft
2. shrinkage (loss of inventory due to theft)
3. anti-consumption

Question 26

How do we collect information on customers?

Answer 26

1. Primary Research

2. Secondary research

Question 27

Primary research

Answer 27

Data collected by researcher specifically for the research question at hand

Question 28

Secondary research

Answer 28

Researcher use collected data by another entity to answer a new research question

Question 29

Examples of primary research include:

Answer 29

1. survey research
2. focus groups
3. experimental research
4. interview
5. observational research
6. eye-tracking
7. neuromarketing
8. A/B Testing

Question 30

eye tracking

Answer 30

showing what parts of an are are looked at by the eyes more

Question 31

New approach

Answer 31

Neuroscience

Question 32

What are come influences on consumer behaviour?

Answer 32

1. Personal and Psychological Influences
2. Marketing Mix Influences
3. Situational Influences
4. Sociocultural Influences

Question 33

Marketing Mix includes:

Answer 33

Price, Product, Place, Promotion

Question 34

Situation Influences include:

Answer 34

Purchase task, social surroundings, physical surroundings, temporal effects, antecedent states

Question 35

Sociocultural Influences include

Answer 35

reference groups, roles and status, family, culture, subculture, social class

Question 36

personal and psychological influences

Answer 36

1. perception
2. motivation
3. occupation
4. age/life cycle
5. lifestyle
6. personality
7. beliefs
8. attitudes

Question 37

consumer addiction

Answer 37

psychological dependency on products or services (drinking alcohol, smoking cigarettes, drugs, addiction to technology, gambling).

Question 38

shrinkage

Answer 38

industry term for shoplifting and employee theft.

Question 39

anti-consumption

Answer 39

product tampering, graffiti, political protests where property is destroyed.