Lecture #5

Question 1

What is consumer behaviour?

Answer 1

Process involved when individuals or a group select,/purchase/use/dispose of a product/service

Question 2

Why is consumer behaviour difficult to study?

Answer 2

People buy products not for what they do, but for what they mean

Question 3

Consumer decision process (5 things)

Answer 3

• need recognition
• information search
• alternative evaluation
• purchase decision
• postpurchase

Question 4

Need recognition (2 things)

Answer 4

• functional needs (performance)
• psychological needs (personal gratification)

Question 5

Information search & factors

Answer 5

can be internal vs. external (primary vs. secondary)

factors:
- benefits vs. costs
- locus of control
- actual or perceived risk

Question 6

Alternative evaluation

Answer 6

• retrieval vs. evoke (products that come to mind when thinking or particular product category vs. more refined like the ones actively considered)
• determinant attributes (most important features to buyer)
• compensatory decision rule (buying more expensive product for the outstanding battery life and performance)
• non-compensatory decision rule (fully eliminating a product if it doesn’t meet a certain standard of a key attribute)
• decision heuristics (mental shortcuts: price, brand, product presentation)

Question 7

postpurchase dissonance

Answer 7

buyer’s remorse

linked to customer satisfaction, post-purchase dissonance, customer loyalty

Question 8

Consumer decision process (3 things)

Answer 8

Psychological
Social
Situational

Question 9

Psychological (MAPLL)

Answer 9

• motives
• attitudes
• perception
• learning
• lifestyle

Question 10

Attitudes: person’s evaluation

Answer 10

• think (cognitive)
• feel (affective)
• do (behavioural)

Question 11

Perception is…

Answer 11

shaped by five senses

Question 12

Perceptual process

Answer 12

• exposure (part of your sensory system notices a stimulus)
• attention (devoting mental activity to a stimulus)
• interpretation (what we see or think we do)

Question 13

Learning is…

Answer 13

a chance in a person’s behaviour that arises from experience

Question 14

Lifestyle

Answer 14

Customer’s activities, interests, opinions

Question 15

Social

Answer 15

Family, reference groups, culture

Question 16

Reference groups

Answer 16

• direct
• indirect (non-member)
• aspiration (want to be)
• dissociative influence ( consumers distance themselves from a brand)

Question 17

Culture & subculture

Question 18

Situational

Answer 18

• purchase situation
• shopping situation
• temporal state