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MKTG1001 > W4 - Consumer Behaviour > Flashcards

W4 - Consumer Behaviour Flashcards

1
Q

What is consumer behaviour?

A

The study of the processes involved when individuals or groups select, purchase, use or dispose of products services, ideas or experience to satisfy their needs and desires

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2
Q

Who is a consumer?

A

A person who:
- Identifies a need or desire
- Makes a purchase and then disposes of the product

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3
Q

What influences consumers?

A
  • External influences
  • Internal influences
  • Decision process influences
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4
Q

What are the three marketing decisions?

A
  • Market segmentation
  • Product positioning
  • Marketing mix
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5
Q

What are some examples of external influences?

A
  • Culture
  • Demographics and social class
  • Reference groups and family
  • Marketing activities
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6
Q

What are some examples of internal influences?

A
  • Motivation and the self
  • Personality
  • Perception
  • Attitudes
  • Learning and memory

MMAPP

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7
Q

What are some examples of decision process influences?

A
  • Problem recognition
  • Information search
  • Alternative evaluation
  • Post purchase activities
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8
Q

What do marketers aim to do with internal influences?

A

Aim to position products that are congruent with ourselves or our perception of ourself

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9
Q

What do marketers aim to do with external influences?

A

The stimulus we see could give us an opportunity (don’t need but want) or it could highlight a need for us

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10
Q

What is culture?

A

The collective values, customs, norms, arts, social institutions and intellectual achievements of a particular society which express its principles standards and priorities

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11
Q

How do marketers use culture?

A

The contents of media and marketing reflect cultural values and aim to convey them to members of society reflecting the cultural values of the society

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12
Q

What are some brands that use culture well?

A

Nike and Harley Davidson

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13
Q

What are brand communities?

A

A set of consumers who share a set of social relationships based upon usage or interest in a product

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14
Q

What is a subculture?

A

A group that shares a certain belief values, and customs and exists within a larger society

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14
Q

What are the 5 distinct roles that influence consumption behaviour in the household?

A
  • Information gatherer
  • Influencer
  • Decision maker
  • Purchaser
  • Consumer
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14
Q

Define motivation

A

Motivation is the process that leads people to behave as they do. It is the drive to satisfy needs and desires

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15
Q

What human behaviour is essential to consumer behaviour?

A

Sharing

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16
Q

When does motivation arise and how does it progress?

A
  • When a need is aroused that the consumer wishes to satisfy.
    -Once a need has been activated a state of tension exists that drives the consumer to reduce or eliminate it
16
Q

When does a need arise?

A

When there is a gap between the actual state and the desired state

16
Q

What are the levels of Mazlow’s heirarchy?

A
  • Physiological
  • Safety
  • Belongingness
  • Ego needs
  • Self-actualisation
16
Q

What types of things can be found in the physiological section?

A

(Water, sleep, food)
Medicines, staple items, generics

16
Q

What types of things can be found in the safety section?

A

(Security, protection) Insurance, investments, alarm systems

17
Q

What types of things can be found in the belongingness section?

A

(love, friendships) Clothing, grooming products, clubs, drinks

18
Q

What types of things can be found in the self-actualisation section?

A

(Enriching experiences, self-fulfilment) Hobbies, travel and education

19
Q

What types of things can be found in the ego/esteem need section?

A

(Prestige) Cars, credit cards, stores, liquors

20
Q

When does brand personification happen?

A

When consumers attribute human traits or characteristics to a brand

21
Q

What is a brand personality?

A

It provides an emotional identity for a brand which produces sentiments and feeling towards the brand among customers

21
Q

What does self-congruency theory explain?

A

It explains that consumers prefer products and brands that are similar with their self-identity and personality

22
Q

What does a distinctive brand personality create?

A
  • Favourable attitudes towards the business
  • Higher purchase intent
  • Brand loyalty
23
Q

How do brands create personalities?

A

Through the stories they tell

24
Q

What are marketers primarily interested in regarding perception (3)?

A
  1. How consumers sense external information
  2. How they select and attend to different sources of information
  3. How this information is interpreted and given meaning
25
Q

How does perception work?

A

Sensory systems
Exposure
Attention
Interpretation
Consumer behaviour

26
Q

What are some examples of the use of sensory systems?

A
  • Mood lighting, posititve fragrances, advertising jingles
27
Q

What is exposure?

A

The process by which the consumer comes in physical contact with a stimulus

28
Q

What is attention?

A

How much mental activity a consumer devoted to stimulus

29
Q

What is an attitude?

A

A favourable or unfavourable evaluation of people, objects, advertisments or issues

30
Q

What does marketing use attitude for?

A

To use other things to divert focus from the price

31
Q

How does social position affect consumer behaviour?

A
  • Individuals can aspire to become part of a higher social class and will buy products to increase their social standing
  • Or they will consume products that reinforce their existing social standing
32
Q

What are the steps of individual decision making?

A
  • Need recognition
  • Information search
  • Alternative evaluation
  • Purchase decision
  • Post-purchase evaluation
33
Q

Where does need recognition come from?

A

It is caused by a difference between the consumers ideal state and actual state

34
Q

How can a firm activate problem recognition?

A
  • Emphasising the importance of an existing disparity between actual and desired states
  • By promising problem avoidance
35
Q

What two components are involved in an information search?

A
  • Internal search
  • External search
36
Q

What are relevant internal and external consumer influences?

A
  • Motivation
  • Brand awareness
  • Attitude/ culture
  • Integration
  • learning and memory

MKTG1001 (5 decks)

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