Week 1

Question 1

Overview of consumer behaviour

Answer 1

Cognition<-> Affect<-> Conation+ personal and environmental factors

Question 2

Consumption

Answer 2

Process by which goods, services, or ideas are transformed into value

Question 3

Psychological root

Answer 3

Consumer behaviour is concerned w the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers)

Question 4

Sociological root

Answer 4

How the consumer is influenced by their environment (e.g., culture, family, friends).

Question 5

Types of decision making

Answer 5

Extended problem solving – extensive thought, search, and time given to purchase.

Limited problem solving – less thought process required.

Habitual decision making – routine response, little thought, search or time given to purchase.

Question 6

Perspectives on the decision process

Answer 6

Cognitive processing perspective – behaviour is highly rational, systematic, and reasoned.

Experiential/behavioural perspective – behaviour determined by emotions, and issues like pursuit of fun, fantasies, and feelings.

Question 7

Communication objectives

Answer 7

Build category wants

Enhancing attitudes and influencing intentions

Creating brand awareness

Facilitate purchase

Question 8

Customer/market orientation

Answer 8

Caring about what the consumers need (consumer is the most important). Essential to survive in the market.

Question 9

Relationship marketing

Answer 9

Develop relationship w consumer – make sure they are satisfied after purchase. E.g., free samples of perfume make consumers come back.

Question 10

Touchpoints

Answer 10

Wherever the consumer comes in contact with the brand.

Question 11

Different ways of doing business (3)

Answer 11

Differentiated marketing, undifferentiated marketing, niche marketing