The consumer

Question 1

What is consumer buying behaviour?

Answer 1

the process individuals or groups go through to select, purchase, use and dispose of products in order to satisfy their wants and needs.

Question 2

What are consumer markets?

Answer 2

All the individuals and households that buy or acquire goods and services for personal consumption.

Question 3

What are consumer purchases influenced by?

Answer 3

• Cultural e.g. social glass, subcultures
• Social e.g. family, roles/status
• Personal e.g. age, life stage, economic situ
• Psychological e.g. motivation, beliefs/attitudes

Question 4

4 types of buyer behaviour?

Answer 4

1. Complex buying behaviour - they are highly involved in a purchase and perceive significant differences among brands. Consumers may be highly involved when the product is expensive, risky, purchased infrequently, and highly self-expressive.
2. Dissonance-reducing buying behaviour occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.
3. Habitual buying behaviour occurs under conditions of low consumer involvement and little significant brand difference.
4. Variety-seeking buying behaviour - situations characterized by low consumer involvement but significant perceived brand differences. In such cases, consumers often do a lot of brand switching.

Question 5

What does Henry Assael’s model show?

Answer 5

4 types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands