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MARK101 > Quiz 3 - Consumer Behaviour > Flashcards

Quiz 3 - Consumer Behaviour Flashcards

1
Q

What is consumer behaviour?

A

The analysis of the behaviour of individuals and households who buy goods and services for personal consumption. It is the what, why, how, when and where of consumers’ behaviours.

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2
Q

Why is the range of possible consumer behaviours is almost limitless?

A

Consumers purchase products to satisfy their needs and wants which are specific to each individual consumer and thus, individual consumers will satisfy them differently.

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3
Q

What are situational influences?

A

The circumstances that consumers find themselves in when they are making purchasing decisions and/or consuming the product. They may prompt immediate purchasing decisions or prevent people from making a purchase.

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4
Q

What are the principal situational influences?

A
  1. Physical
  2. Social
  3. Time
  4. Motivational
  5. Mood
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5
Q

What are the physical situational influences?

A

The characteristics of the location in which the purchase decision is made.

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6
Q

What are the social situational influences?

A

The interactions with others at the time the purchase decision is made (e.g. the persuasiveness of a salesperson); not to be confused with social influences on consumer behaviour.

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7
Q

What are time situational influences?

A

The time available for a purchase decision.

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8
Q

What are the motivational situational influences?

A

The reasons for the purchase (e.g. a person choosing a bottle of wine to bring to a dinner party is likely to make a different decision based on different criteria than when choosing a bottle to consume at home over the evening meal).

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9
Q

What are the mood situational influences?

A

The mood of a person at the time of the purchase decision (e.g. a person in a tired or emotional state may make a more impulsive decision).

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10
Q

What is group factors comprised of?

A

Social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the person’s community).

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11
Q

Define culture.

A

The system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group defines itself.

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12
Q

Culture includes…

A
  1. Tangible elements - housing, technology, clothing, food and artworks
  2. Intangible elements - laws, beliefs, customs, education and institutions.
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13
Q

What are the 2 levels of culture?

A
  1. Immediate experiential level - tastes in food, music and entertainment
  2. Influential level - cultural values
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14
Q

What are the 4 core dimensions of Hofstede’s Cultural Dimensions?

A
  1. Power distance
  2. Uncertainty avoidance
  3. Individualism
  4. Masculinity
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15
Q

What is uncertainty avoidance?

A

The extent to which people in a culture feel threatened by uncertainty and rely on mechanisms to reduce it.

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16
Q

What is masculinity?

A

The extent to which traditionally masculine values (e.g. assertiveness, status and success) are valued over traditionally feminine values (e.g. solidarity, quality of life).

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17
Q

What is a subculture?

A

A group of individuals who differ on some influential dimensions from the broader culture in which they are immersed.

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18
Q

What are subcultures generally based on?

A
  • age
  • ethnicity
  • geographic location
  • religious affiliation
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19
Q

What do subcultures represent?

A

Large potential market segments, often with distinctive preferences and behaviours and strong group loyalty.

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20
Q

What is social class?

A

A social class comprises individuals of similar social rank within the hierarchy.

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21
Q

What has a stronger influence on consumer behaviour than just social class?

A

The specific underlying indicators of social class such as income, occupation, education.

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22
Q

What economic indicator of purchasing power are luxury-product marketers most concerned about?

A

Income. Because they require the ability of the target market to purchase so income is the primary concern, and not the source of income. Sales of high-end products are especially sensitive to changes in annual incomes brought about by macroeconomic business cycles.

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23
Q

What are social factors?

A

What influences the behaviour of an individual within the wider group i.e. how the group influences the behaviour of its individual members, typically through group pressures on the individual to conform with group norms.

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24
Q

What is a reference group?

A

Any group to which an individual looks for guidance as to what are appropriate values, attitudes or behaviours.

25
Q

What are the 3 major types of reference groups?

A
  1. Membership reference groups
  2. Aspirational reference groups
  3. Dissociative reference groups
26
Q

What are membership reference groups and how do they influence the consumer?

A

They are groups to which the individual belongs so they identify strongly with the values, attitudes and behaviours that define members of that group and thus, will seek to conform to the expectations of their group.

27
Q

What are aspirational reference groups and how do they influence the consumer?

A

Groups of which the individual wishes to be considered a member of so they mimic the values, attitudes and behaviours of the aspirational group.

28
Q

What are dissociative reference groups and how do they influence the consumer?

A

Groups with which an individual does not wish to be associated or which the individual may wish to leave so they may choose to products which might set them apart.

29
Q

What is an opinion leader?

A

A reference group member who is regarded as an expert and provides relevant and influential advice about a specific topic of interest to group members. Opinion leaders have the power to influence.

30
Q

What product categories are opinion leaders of greatest influence in?

A

Product categories where individuals are highly involved but they lack knowledge and/or experience so they share the opinion leader’s values and attitudes.

31
Q

What does the theory of diffusion of innovations suggest?

A

The influence of social groups on the decisions made by individuals determines the way and the rate at which new products and ideas are adopted and spread.

32
Q

What are the 5 categories of ordered buyers in the theory of diffusion of innovations?

A
  1. Innovators
  2. Early adopters (opinion leaders)
  3. Early majority
  4. Later majority
  5. laggards / non-adopters
33
Q

What social group has the most influence over an individual’s behaviour?

A

The family. In particular, the nuclear family which consists of siblings and parents.

34
Q

What are the 4 major types of family decision-making?

A
  1. Autonomic Decisions (a decision made by either spouse independently.
  2. Wife-dominant decisions (women make the majority of household purchasing decisions related to food, health care, home decor etc.)
  3. Husband-dominant decisions (products typically purchased by men such as hardware and garage products, lawnmowers etc.)
  4. Syncratic decisions (products purchased by husband and wife acting jointly such as purchasing a home and mortgage, booking a holiday, selecting children’s education etc.)
35
Q

What is the phenomenon of pester power?

A

Children’s influence over their parents’ decision making. This can be a powerful influence on family consumption decisions.

36
Q

What are less formal roles usually based on?

A

The perceived expertise such as opinion leaders who may be perceived to be experts in specific product categories.

37
Q

How does status relate to influence?

A

The perceived status of an individual is key to the level of influence they have on individuals in the social group.

38
Q

Why do marketers want to identify the group leaders who have the most status?

A

So they can seek to influence their behaviours which will exert an influence on buyer’s final decisions.

39
Q

What are psychological characteristics?

A

These describe internal factors that shape the thinking, aspirations, expectations and behaviours of the individual. Psychological characteristics are particular to the individual and independent of their situational and social circumstances.

40
Q

What is motivation?

A

The individual’s internal drive to act to satisfy unfulfilled needs or achieve unmet goals. It’s an internal force which prompts behaviours that seek to move from an actual, current state to a more desired state.

41
Q

What are behaviours usually the result of?

A

A combination of motives.

42
Q

How can marketers use motivation?

A

The motives which are more consistent over time e.g. eating breakfast allows marketers to predict behaviours.

43
Q

What is perception?

A

The psychological process that filters, organises and attributes meaning to external stimuli. Perception is crucial in shaping a consumer’s behaviour since there is an objective world of ‘facts’ and a subjective world of ‘perceptions’.

44
Q

What is selective exposure in perception?

A

The tendency to actively seek out messages with which the audience already agrees or those that are pleasant and to avoid messages that are threatening or disagreeable,

45
Q

What is selective attention in perception?

A

The process by which an individual chooses to take in only those messages which are relevant to their needs.

46
Q

What is selective distortion in perception?

A

An individual’s tendency to perceive messages that are inconsistent with existing beliefs or attitudes in such a way as to reduce the inconsistency.

47
Q

What is selective retention in perception?

A

The tendency to remember only that information which is consistent with other beliefs and which is relevant to an individual’s needs.

48
Q

What is the ultimate outcome of the perception process and how does it occur?

A

The assigning of meaning. This occurs since individuals will always interpret new information in a way that is consistent with their expectations or with their existing knowledge or beliefs because they want cognitive consistency.

49
Q

What are beliefs?

A

Beliefs comprise descriptive or evaluative thoughts that an individual holds regarding their knowledge or assessment of a person, idea, product and so on. Beliefs may be based on objective knowledge, opinions or faith.

50
Q

What is attitude?

A

An attitude describes an individual’s relatively stable and consistent thoughts, feelings and behavioural intentions towards an object or idea.

51
Q

What do beliefs and attitudes display?

A

Inertia. They only change gradually because individuals want to be consistent in their attitudes and beliefs so they reject new ideas that aren’t.

52
Q

What is the behavioural learning theory?

A

It stresses the role of experience and repetition of behaviour. It encourages brands to want to consistently be associated with a pleasant experience in the mind of the consumer over an extended period of time. This is most relevant in low involvement purchases.

53
Q

What is operant conditioning?

A

This looks like consumers learning from experience and associating a rewarding experience with a product i.e. immediate gratification.

54
Q

What is the cognitive learning theory?

A

Learning that takes place through rational problem solving rather than experience so decision-making is deliberate, rational and well informed. More relevant for high-involvement purchasing decisions.

55
Q

What are the 5 stages of the consumer decision-making process?

A
  1. need/want recognition
  2. information search
  3. evaluation of options
  4. purchase
  5. post-purchase evaluation
56
Q

Consumer decisions can involve varying levels of involvement. What are these levels?

A
  1. Habitual decision-making (low-involvement purchase)
  2. Limited decision-making (seeking limited information pre-purchase)
  3. Extended decision-making (high-involvement purchase)
  4. Impulse purchases
57
Q

How does need/want recognition occur?

A

When a buyer becomes aware of a discrepancy between a desired state and the actual state.

58
Q

How can marketers use need/want recognition?

A

To highlight the problem in the minds of the public.

59
Q

What is cognitive dissonance?

A

A buyer’s second thoughts about a purchase in regards to whether it was a better choice than their rejected options.

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