Page 1

Question 1

What is consumer behaviour?

Answer 1

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

Question 2

By which factors can consumer behaviour be influenced?

Answer 2

o Cultural factors(social class, sub-culture)
o Social factors(Reference groups, family, social roles)
o Person factors(Lifestyle, Age, self-concept)

Question 3

And by which main psychological processes can consumer behaviour be influenced?

Answer 3

1. Motivation
2. Perception
3. Learning
4. Memory

Question 4

How can we explain the role of an individual consumer

Answer 4

A role consists of the activities a person is expectedto perform and each role carries a status.

Question 5

How can we define an individual consumer

Answer 5

1. Age and stage in life cycle
2. Occupation and economic circumstances
3. Personality and self-concept.
4. Lifestyle and values

Question 6

What is Brand personality as a part of personality and self-concept?

Answer 6

Brand personality is a specific mix of human traits which we can attribute to a particular brand.

Question 7

What is Lifestyle as a part of lifestyle and values?

Answer 7

Lifestyle is a pattern of living that determines how people choose to spend their time, money and energy and reflects their values tastes and preferences.

Question 8

What are core values as a part of lifestyle and values?

Answer 8

Core values are trans-situational goals that serve the interests of individuals or groups and act as guiding principles in consumers lives.