Topic 4 - Consumer behaviour

Question 1

Who came up with the elements of the decision making process?

Answer 1

Blackwell and Miniard 1996

Question 2

What are the 5 parts of the decision making process?

Answer 2

1) Problem recognition
2) Information search
3) Alternative evaluation
4) Purchase decision
5) Post purchase evaluation

Question 3

Whats involved with problem recognition?

Answer 3

• Have to be aware that you have a ‘problem’ so you can decide to purchase something that will solve it

Question 4

Whats involved with Information search?

Answer 4

• Consumers search their brains for information on brands that they already know
• May be done through word of mouth

Question 5

Whats involved with alternative evaluation?

Answer 5

• The group of brands that consumers will be comparing against
• Depends on attitudes and location of product

Question 6

Whats involved with purchase decision?

Answer 6

• This may be the natural outcome of the evaluation stage, if not other criteria like price will make the final decision

Question 7

Whats involved with post purchase evaluation?

Answer 7

• Evaluation to whether the product lived up to expectations
• Cognitive dissonance- is it the right thing?

Question 8

What is Maslows 1943 hierarchy of needs?

Answer 8

Puts emphasis on customer needs and wants which classifies basic motivations

Question 9

What did Freud say about motivation?

Answer 9

Motives lye dormant and need to arouse subconscious feelings of hope, fear and aspirations

Question 10

What did Freud say the subconscious mind is made up of?

Answer 10

ID- Pleasure principle
EGO- reality principle, ID must be satisfied in a way that is socially appropriate
SUPEREGO- Morality principle

Question 11

Which of Freuds three is the most popular with marketing teams?

Answer 11

ID

Question 12

What is operant conditioning?

Answer 12

• Learning through rewards and punishment/reinforcement
• Used by Toothpaste ads e.g showing rewards of using product
• E.g Pavlovs dogs

Question 13

What is classical conditioning?

Answer 13

• Learning through association

- Companies try to get there product to be associated with a feeling or response e.g music use

Question 14

What is a high involvement product?

Answer 14

• High involvement products carry a higher risk to buyers if they fail, are complex, and/or have high price tags.
• Examples include a car, a house, and an insurance policy are examples.
• These items are not purchased often but are relevant and important to the buyer. Buyers don’t engage in routine response behavior when purchasing high-involvement products. Instead, consumers engage in what’s called extended problem solving, where they spend a lot of time comparing different aspects such as the features of the products, prices, and warranties.

Question 15

What is a low involvement product?

Answer 15

• These decisions are made for products that are relatively inexpensive and pose a low risk to the buyer if she makes a mistake by purchasing them.
• Consumers often engage in routine response behavior when they make low-involvement decisions—that is, they make automatic purchase decisions based on limited information or information they have gathered in the past