Lecture 5

Question 1

Overview of consumer buyer behavior

Answer 1

The first step in formulating a marketing communications strategy is to identify , anticipate and ultimately understand the target market and it’s buying behavior.

Consumer behavior is a decision process and physical activity individuals engage in when evaluating, accruing , using and disposing a good or service.

Question 2

Elements of the consumer purchasing process

Answer 2

Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchased evaluation

Question 3

What is problem recognition?

Answer 3

A problem occurs when the consumers desired state is different from his or her actual state.
Problem recognition creates needs and wants

Question 4

What is information search?

Answer 4

Information search has 2 aspects
The internal search this is the mental recall of images of a problem which might satisfy his or her needs.

External search is the analysis of books , magazines, newspapers, advertisements, public relations activities, in-store displays and some content on the internet.
The time spent on external search depends on
1.the ability
2.the motivation
3.the cost
4.the benefits

Factors influencing information search
Perceived cost
Perceived benefits

Question 5

Define attitude and state the 3 components of it.

Answer 5

Attitude is the mental position taken towards a person, topic or event

The three components are :
Affective-feelings and emotions
Cognitive-a persons mental image
Conative-actions , feelings or behavior