situational factors

Question 1

consumer behaviour

Answer 1

term used to describe the analysis of the behaviour of individuals and households who buy goods and services for personal consumption

Question 2

situational influences

Answer 2

the circumstances consumers find themselves in when they are making purchasing decisions and or consuming the product

Question 3

what are the principal situational influences

Answer 3

physical - the characteristics of the location in which the purchase decision is made
social- the interactions with others at the time fo the purchase decision is made
time- the time AVAILABLE for purchase
motivational- the reasons for the person
mood- the mood of the person at the time of the purchase

Question 4

what are the three categories that affect consumer buying behaviour

Answer 4

situational
group
individual

Question 5

group influences

Answer 5

group influences comprise social factors (the influence of other people) and cultural factors (the influence of the values, beliefs and customs of the person’s community)

Question 6

cultural factors

Answer 6

are those influences on behaviour that operate at the level of the whole society or of major groups within society.

culture is the system of knowledge, beliefs, values, rituals and artefacts by which a society or other large group defines itself

Question 7

subculture

Answer 7

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

subcultures are usually identified based on age, ethnicity, geographic location or religious affliction.

Question 8

social class

Answer 8

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

Question 9

outline the subgroups in social factors, and then in that factor, underline the subgroup

Answer 9

• *opinion group**
• reference group*
• family*
• roles and status*

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

membership reference group- groups to which the individual belongs

aspirational reference group are groups of which the individual would wish to be considered a member. the individual is likely to mimic the values, attitudes and behaviour

dissociative reference groups are groups with which an individual does not wish to be associated or which the individual may wish to leave

Question 10

individual factors- personal characteristics

Answer 10

demographic factors describe the general makeup of the population in terms of existing objectives, measurable characteristics that are to be related to the purchase or consumption of products

lifestyle
-how they spend their time and how they interact with them

personality- set of unique psychological characteristics and behavioural tendencies that character as individual

Question 11

psychological characteristics
(individual factors)

Answer 11

motivation- describe the internal drive to act to satisfy unfulfilled needs or achieved unmet goals

perception- psychological process that filters, organises and attributes meaning to the external stimuli (nike just do it)

beliefs and attitudes- make up the ‘mental map’ that a customer relies upon when making judgements about problems that require solutions and products for which there is no readily apparent need

learning- process by which an individual acquires new knowledge and experience that they can apply to future problems opportunities and behaviour

Question 12

list factors under group- cultural

Answer 12

cultural
subcultural
social class

Question 13

list factors under group-social

Answer 13

reference groups
family
roles and status

Question 14

list factors under personal / individual

Answer 14

demographic:
-age
-occupation
-income
lifestyle:
personality and self concept

Question 15

list factors under psychological- individual

Answer 15

motivation
perception
beliefs and attitudes
learning