Ch. 1 Buying, Having, Being

Question 1

Definition of Consumer Behaviour

Answer 1

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

Question 2

Influences (4)

Answer 2

Factors:
individual
demographic
psychographic
environmental

Question 3

individual factors

Answer 3

wants, needs, motivations, values

Question 4

psychographic factors

Answer 4

personality concept of personality, self, lifestyle

Question 5

environmental factors

Answer 5

• social groups, local culture, family

Question 6

consumer

Answer 6

• “end-user” the one who uses the product

- not necessarily the buyer

Question 7

purchaser or buyer

Answer 7

the one that makes the purchase

Question 8

stages in consumption process

Answer 8

1. pre purchase
2. purchase
3. post purchase

Question 9

dimensions of wants and needs (3)

Answer 9

usage
demographic
psychographic

Question 10

emerging developments (3)

Answer 10

1. relationship marketing
2. database marketing
3. the web

Question 11

segmenting by lifestyle (psychographics) (3)

Answer 11

1. the way we feel about ourselves
2. the things we value
3. the things we do in our spare time

Question 12

consumer brand relationships (4)

Answer 12

1. self-concept attachment
2. nostalgic attachment
3. interdependence
4. love

Question 13

self-concept attachment

Answer 13

the product helps to establish the users identity

Question 14

nostalgic attachment

Answer 14

the product serves as a link to the consumers past

Question 15

interdependence

Answer 15

the product is part of the users daily routine

Question 16

love

Answer 16

the product elicits emotional bonds of warmth, passion, or other strong emotion

Question 17

role theory

Answer 17

consumers have roles and they may alter their consumption decisions depending upon the role being played at the time

Question 18

products reflect (3)

Answer 18

1. who the consumer is
2. whats important to them
3. functional aspects of the products

Question 19

motivation

Answer 19

processes that lead people to behave the way they do, a need is aroused that a consumer wishes to satisfy

Question 20

classifying consumer needs (3)

Answer 20

1. need for affiliation
2. need for power
3. need for uniqueness

Question 21

maslow lower and upper levels

Answer 21

lower levels: physiological and safety needs

upper levels: belonging and ego

Question 22

maslow hirerachy of needs

Answer 22

1. self-actualization
2. ego needs
3. belongings
4. safety
5. physiological

Question 23

benefits of CB understand (4)

Answer 23

1. identifying segments
2. guide development of products
3. differentiated brands
4. development of marketing campaigns and messages to certain segment

Question 24

positivism

Answer 24

scientific approach, discover patterns

Question 25

interpretivist

Answer 25

collection of qualitative data, facts alone not enough data

Question 26

artificial needs

Answer 26

marketing: create awareness that needs exist, not to create the needs