Week_4_Consumer buyer behavior

Question 1

What are five stages for consumer purchase decision process?

Answer 1

Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase behavior

Question 2

What is routine response behavior?

Answer 2

Examples: regular brand of milk, bread, eggs, soft drink, orange juice, or alkaline batteries.
Quality consistency is very important
avoid stockout
Low involvement purchase

Question 3

What is limited problem solving

Answer 3

More time to take on stage two and three (such as buying cloth for interview)

Question 4

What is extended problem solving?

Answer 4

Take most of time on stage two and three because of more money involved.
High involvement purchase
using comparative ads, personal sale

Question 5

How do marketer reduce the cognitive dissonance (for high involvement)

Answer 5

Give benefit, make customer satisfy

Question 6

Factors Influencing Consumer Behavior

Answer 6

• Personal
• Psychological
• Social
• Cultural

Question 7

What is Self/Product Congruence

Answer 7

Consumers demonstrate their values through their purchase behavior?
Self-image congruence models: we choose products when attributes match the self. Product usage=self image

Question 8

Why need consumption (meaning)?

Answer 8

Self-Attachment Concept: the product helps to establish the users identity
Nostalgic Attachment: the product serves as a link with a past
Interdependence: the product is part of the user’s daily routine
Love: The product elicits emotional bonds of warmth, passion, or other strong emotion (harley davidson)

Question 9

How Psychological Factors effect consumer behavior?

Answer 9

Motivation - (satisfiers and dissatisfiers (Herzberg)
ego and self-ego. Maslow’s Hierarchy of Needs explains different levels of need that decide what kinds of product people need.)
Perception:The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world.(3 selectives)
Learning - Changes in an individual’s behavior arising from experience (Ivan Pavlov and his dogs)
Beliefs - Descriptive thought that a person holds about something.
Atitude

Question 10

What are selective retention, selective distortion and selective exposure under perception?

Answer 10

People are more likely to remember messages that closely related to their interests, values, and beliefs

Tendency of people to interpret information in a way that will support what they already believe.

Individuals’ tendency to favor information which reinforces their pre-existing views while avoiding contradictory information. (will focus on products that we plan to buy)

Question 11

How to erase the bias (three selective factors)?

Answer 11

Build reputation

Question 12

How to increase behavior learning?

Answer 12

Stimulus to customers, reputation. keep brand awareness.

Question 13

How the reputation increase behavior learning?

Answer 13

• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too MUCH exposure leads to advertising wear out
• Most effective repetition strategy is a combination of spaced exposures that alternate in terms of media

Question 14

Stimulus generalization

Answer 14

tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses
• Family branding
• Product line extensions • Licensing
• Look-alike packaging

Question 15

Why marketer keeping advertising?

Answer 15

Make the brand continue to recall

Question 16

How social class affect consumer behavior?

Answer 16

Relatively homogenous, enduring divisions in a society, hierarchically ordered with members sharing similar values, interests, and behaviors.

Question 17

Reference Groups

Answer 17

• Primary
• Secondary
• Aspirational
• Dissociative

Question 18

What four categories in group choice? (brand choice & Product choice)

Answer 18

Public Luxuries - Golf Clubs Snow skis Jewelry
Private Luxuries - Home Theater Bread Makers Roomba
California King bed
Public Necessities - Cell phone Automobiles Dress Clothes
Private Necessities - Mattresses Floor Lamps Refrigerator

Question 19

Interpersonal determinants of consumer behavior

Answer 19

Family influences. Children and teenagers in family purchase.

Question 20

Culture and Subcultures effect the consumer behaviors

Answer 20

Generation
Core value
Race effection

Question 21

US population by generation

Answer 21

• GreatestGeneration–born1915-27(age92-104)
• SilentGeneration–born1928-45(age74-91)
• Baby Boomers – born 1946-64 (age 55-73)
• GenX–born1965-80(age39-54)
• Millennials–born1981-98(age21-38)
• GenerationZ–born1999-present(<21)

Question 22

Consumer Decision Making: Family buying roles

Answer 22

Initiator - Family member who initiates thinking about buying products (gatekeeper) Family member who initiates information gathering
Influencer - Family member whose opinion is sought about purchases. Provides information about brands and evaluative criteria
Decider - Family member who has financial authority and/or power to purchase the product
Buyer - Family member who acts as the purchasing agent. Performs the logistics (going to the store, writing the check, etc.)of the purchase
User - Consumer Decision Making: Family Buying Roles
Family member who actually uses or consumes the product

Question 23

How learning affect consumer behaviors

Answer 23

Reputation (more exposure can increase brand awareness)
Marketing Applications of conditioned response (condensation on coke)
Behavior learning (midnight burger ads)
Marketing Applications of Stimulus Generalization (virgin airline and virgin active, coke and zero coke)