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Marketing Research > PMM Ch 3 > Flashcards

PMM Ch 3 Flashcards

1
Q

What are the four influences of consumer decision making? (p.43)

A

1) Social, 2) Marketing, and 3) Situational, which feed into 4) Psychological

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2
Q

Name the 3 categories of social influence in consumer decision making. (p.44)

A

1) Culture/Sub-culture, 2) Social Class, and 3) Reference groups/Families

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3
Q

What is an example of direct social influence in consumer decision making? (p.44)

A

Conversations between people about consumer decisions

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4
Q

What is an example of indirect social influence in consumer decision making? (p.44)

A

The influence of society on an individuals values and attitudes

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5
Q

How are cultural values transmitted?

3 organizations) (p.45

A

1) Family, 2) Religious organizations and 3) Educational institutions

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6
Q

Define subculture (p.45)

A

A subculture is a group within society with which an individual has more interaction than with society at large

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7
Q

On what types of characteristics might subcultures be based? (p.45)

A

geography, ethnicity, age, religion, nationalities, e.g., Mormons, teens, African Americans, Baby Boomers

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8
Q

According to marketers, what are the four main “social classes” in the US? (p.45)

A

Upper, Middle, Working and Lower

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9
Q

What % of US is “Middle Class”? (p.45)

A

34%

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10
Q

What is the single best indicator of social class? (p.45)

A

Occupation

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11
Q

Which class wants to “do the right thing and buy what’s popular”? (p.45)

A

Middle class

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12
Q

Which class is concerned with fashion and buying what experts in media recommend? (p.45)

A

Middle class

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13
Q

What % of US is “Upper Class”? (p.45)

A

14%

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14
Q

What is most prized by “Upper Class” consumers? (p.45)

A

Prestige brands and high quality

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15
Q

Spending with good taste is a priority for what social class? (p.45)

A

Upper class

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16
Q

What class emulates the Upper Class? (p.45)

A

Middle class

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17
Q

What % of US is “working class”? (p.45)

A

38%

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18
Q

Who do working class people rely on for financial and emotional support? (p.45)

A

Relatives / family

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19
Q

Which class emphasizes family ties/relationships? (p.45)

A

Working class

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20
Q

Which class pursues ease of labor and leisure? (p.45)

A

Working class

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21
Q

What % of US is “Lower Americans”? (p.45)

A

16%

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22
Q

What class’s primary needs are food, clothing and other staples? (p.45)

A

Lower Americans

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23
Q

What are “reference groups”? (p.46)

A

Groups to which a person looks to when forming opinions and attitudes

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24
Q

Why might someone have multiple reference groups? (p.46)

A

To account for different product types and decisions

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25
Q

When is reference group influence considered to be stronger? (p.46)

A

When the product is for public consumption

26
Q

Why is the HH a potentially more relevant unit of study for consumer behavior? (p.46)

A

Because the actual purchaser may be a different member of the HH than the final user of the product

27
Q

What are some stages of the “family life cycle? (p.46)

A

single, married no kids, married with kids, older couples, solitary survivors

28
Q

What are the four categories of marketing influence on consumer decision making? (p.46)

A

Product, Price, Promotion, Place

29
Q

When can a higher price be a positive for the consumer? (p.46)

A

When it is believed to signal higher quality

30
Q

What are some elements of product influence on consumer behavior? (p.46)

A

Brand name, packaging, labeling, appearance of product,

31
Q

What can promotion influences affect? (p.47)

A

How consumers think and feel about the product, the purchase experience,

32
Q

Because consumers tend to screen out marketing messages, what should marketers do to overcome this? (p.47)

A

1) offer consistent messages about their product, 2) place the messages in media where target market is most likely to see it.

33
Q

Wide distribution to increase convenience of purchase, and thus increase chances of purchase is an example of what type of marketing influence? (p.47)

A

Place

34
Q

What message can limited distribution send to consumers? (p.47)

A

That the product or brand is higher quality

35
Q

What are situational influences on consumer behavior? (p.49)

A

All the factors related to time and place with systematic impact on consumer behavior

36
Q

What are the 5 categories of situational influences on consumer behavior? (p.49)

A

1) physical, 2) social, 3) time, 4) task related, and 5) condition related

37
Q

What category of situational influence includes: location, décor, sounds, aroma, lighting, weather, and visible arrangement of merchandise? (p.49)

A

Physical

38
Q

What category of situational influence includes: the other people present, their roles and interactions? (p.49)

A

Social

39
Q

What category of situational influence includes: time of day, season of year, length of time before or since purchase? (p.49)

A

Time

40
Q

What category of situational influence concerns issues such as whether the purchase is for self or others? (p.49)

A

Task

41
Q

What category of situational influence relates to momentary states of being (being sad, ill or no cash on hand) rather than chronic? (p.49)

A

Current conditions

42
Q

Name 2 important psychological factors in consumer decision making. (p.49)

A

Product knowledge, and product involvement

43
Q

Define product knowledge (p.49)

A

The amount of information a consumer has stored in memory about product classes, brands, models and ways to purchase

44
Q

What types of factors can influence initial product knowledge? (p.50)

A

Social, Marketing and Situational factors

45
Q

How does a consumer’s initial level of product knowledge impact the amount of information sought prior to purchase? (p.50)

A

A consumer’s perception of high prior knowledge of a product reduces the effort spent to acquire new information

46
Q

What is a consumer’s perception of a product’s importance/relevance to them called? (p.50)

A

Product involvement

47
Q

What is the relationship between product involvement and consumer decision making? (p.50)

A

High involvement products tend to have high involvement decision making, e.g., more time, effort and information sought

48
Q

What are the 5 steps in the consumer decision making process? (p.51)

A

1) need recognition, 2) alternative search, 3) alternative evaluation, 4) purchase decision (which is not always to actually purchase) and 5) post-purchase evaluation.

49
Q

What are the 3 types of consumer decision making? (p.50)

A

1) Extensive, 2) limited, and 3) routine

50
Q

Providing lots of factual information highlighting competitive advantages is appropriate for what type of consumer decision? (p.50)

A

Extensive

51
Q

How can marketers influence consumers engaged in “limited” decision making? (p.51)

A

Eye-catching advertising and in-store displays

52
Q

Eye-catching advertising and in-store displays are appropriate for what level of consumer decision making? (p.51)

A

Limited

53
Q

Describe Maslow’s hierarchy of needs. (p.51)

A

1) Physiological, 2) Safety, 3) Belongingness/Love, 4) Esteem, and 5) Self-actualization

54
Q

What are the 5 information sources used in searching for alternatives to satisfy a consumer need? (p. 52)

A

1) Internal sources, 2) Reference group sources, 3) Marketing sources, 4) Public sources and 5) Experiential sources

55
Q

Describe the four steps in information processing (p.53)

A

1) exposure to information, 2) attentive to information, 3) understanding of information and 4) retention of information

56
Q

During alternative evaluation, which brand is most likely selected? (p.53)

A

The brand perceived to offer the greatest number of desirable attributes in the desired amounts and order is selected

57
Q

What are the 2 categories of perceived risk in consumer decisions? (p.53)

A

Functional (related to financial or performance issues) and psychosocial (related to how it will affect one’s self- or reference group image

58
Q

What is the relationship between information level and post purchase dissonance in consumer decision making? (p.54)

A

More information tends to lead to less dissonance

59
Q

Why is it important for marketers to address possible post-purchase dissonance? (p.54)

A

Positive post-purchase experience increases chances of repeat purchase, while negative post-purchase experience decreases chances of repeat purchase

60
Q

What can marketers do to address post-purchase dissonance? (p.54)

A

Reassure purchasers that they’ve made a wise decision in purchasing their product

61
Q

What is the disconfiguration paradigm? (p.55)

A

the idea that customer satisfaction is made up of two other variables - product expectations and the difference between expectations and reality of the product

62
Q

What two other variables make up customer satisfaction? (p.55)

A

Product expectations and the difference between expectations and reality of the product

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