Week 1_Principle of Consumer Behavior

Question 1

the sequence of buyer’s black box

Answer 1

marketing and other stimuli to black box, then get buyer’s response

Question 2

What is consumer behavior?

Answer 2

1. activities people undertake when obtaining consuming, and disposing of products and services.
2. A field of study that focuses on consumer activities.
3. Scope goes beyond just why and how people buy to include

Question 3

What is consumption analysis?

Answer 3

Why and how people USE product in addtion to why and how they BUY

Question 4

larger and variety will increase the consumption

Answer 4

True. Tide and jelly beans

Question 5

the factors in marketing stimuli

Answer 5

4’ p (marketing mix) and environmental factors (uncontrolable)

Question 6

Two influences affect consumer’s behavior

Answer 6

consumer’s influence and organization influence.

Question 7

why study consumer behavior?

Answer 7

1. Consumer Behavior Determines the Economic Health of a Nation
2. Consumer Behavior Determines the Success of Marketing Programs.
3. educates consumers about health.
4. Affects personal policy.

Question 8

What is demarketing?

Answer 8

Stop consuming

Question 9

What are Consumer research methods?

Answer 9

1. Observation
2. Interview and survey
3. Experimentation

Question 10

What is shadowing observation?

Answer 10

following and observing consumers in the shopping and consumption processes. Researchers may ask questions about reasons for behaviors.

Question 11

What is physiological method in observation?

Answer 11

Techniques borrowed from medicine, psychology and other sciences including cameras to measure eye movement, galvanic skin response, MRI(Magnetic resonance imaging), etc.

Question 12

The advantage of survey is

Answer 12

you can ask people WHY they doing things. When you want to know the reason, we can’t use observation to do consumer research.

Question 13

What is longitudinal studies

Answer 13

repeated measures of activities of consumers over time to determine changes in opinions, buying, and consumption behaviors over a long period. (Use frequently in clinical testing)

Question 14

The Underlying Principles of Consumer Behavior

Answer 14

The Consumer Is Sovereign
The Consumer Is Global
Consumers Are Different; Consumers Are Alike
The Consumer Has Rights

Question 15

The meaning of “consumer is different”

Answer 15

different segments, different behaviors

Question 16

Consumer bill of right

Answer 16

The right to safety
The right to be informed
The right to choose
The right to be heard
The right to enjoy a clean and healthful environment
The right of the poor and other minorities to have their interests protected

Question 17

What we can learn from new Coke case?

Answer 17

Products selling not depends on product features, but depends on consumers loyalty and emotion to the brand . MUST MEASURE THE EMOTION BEHIND THE CONSUMER