Chapter 4

Question 1

Situational Factors

Answer 1

1. Time Of Purchase
2. Reason Of Purchase
3. Mood Of Customer
4. Atmospherics

Question 2

Personal Factors

Answer 2

1. Personality
2. Self Concept
3. Gender/Ag/ Stage Of life
4. Lifestyle

Question 3

Psychological Factors

Answer 3

1. Motivational
2. Perception
3. Learning
4. Attitudes

Question 4

Societal Factors

Answer 4

1. Culture
2. Subculture
3. Social Class

Question 5

What are 3 influences on consumer behavior?

Answer 5

Social , Marketing & Situational Influences

Question 6

Social Influence

Answer 6

Culture , Subculture , Social Class , Reference Groups & Family

Question 7

Marketing Influence

Answer 7

Product , Price , Placement & Promotion

Question 8

Situational influence

Answer 8

Physical & social surroundings, time , task & momentary conditions

Question 9

What are 5 characteristics affecting consumer behavior ?

Answer 9

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors
5. Situational Factors

Question 10

Brand Communities

Answer 10

add value to the ownership of the product and build intense loyalty.

Question 11

When a customer joins a brand community what is he ought to do ?

Answer 11

He’s supposed to remain generally continuing to own & use the brand.

Question 12

What are the stages of the Adoption Process ?

Answer 12

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation

Question 13

Awareness stage

Answer 13

Consumer becomes aware of the new
product, but lacks information about it.

Question 14

Interest Stage

Answer 14

Consumer seeks information about new
product.

Question 15

Evaluation Stage

Answer 15

Consumer considers whether trying
the new product makes sense.

Question 16

Trial Stage

Answer 16

Consumer tries new product on a small scale
to improve his or her estimate of its value.

Question 17

Adoption Stage

Answer 17

Consumer decides to make full and
regular use of the new product

Question 18

How can marketeers deal with the consumer adoption process ?

Answer 18

Awareness , Product Interest , Product Evaluation , Product Trial

Question 19

Awareness

Answer 19

To make a customer aware of your product create marketing material. For example video teasers & images. Making theses marketing materials easily accessible. Bring creative is a great way to engage customers in this awareness stage.

Question 20

Product Interest

Answer 20

To make a consumer interested you must provide easy accessible information to your product. For example websites , blogs , instructions about your product for customers to discover and review your products.

Question 21

Product Interest

Answer 21

To make a consumer interested you must provide easy accessible information to your product. For example websites , blogs , instructions about your product for customers to discover and review your products.

Question 22

Product Evaluation

Answer 22

To simplify your customers search and evaluation of your product I suggest creating information outlines the difference between your product and other similar products, or differences within the different products and services you sell

Question 23

Product Trial

Answer 23

Nothing helps a consumer make a decision about your product more than actually trying your product out! There are many ways this is accomplished. For example, your company can provide your consumer with a free trial or a proof of concept campaign. In this stage it is very important to set the customer expectations correctly and deliver on said expectations

Question 24

What are four dimensions of situational influences ?

Answer 24

1. Physical surroundings (store images , music, colors, aroma, temperature…)
2. Social surroundings (types of customers shopping there)
3. Temporal perspectives (time)
4. Task definition (reason of buying the product for self or for a gift)

Question 25

What are atmospherics ?

Answer 25

the sum of all the physical features of a retail environment.

Question 26

What are atmospherics ?

Answer 26

the sum of all the physical features of a retail environment.

Question 27

What do atmospherics influence consumers to do ?

Answer 27

influences consumer judgments of the quality of the store and the store’s image.

Question 28

How to maintain a stores image ?

Answer 28

1. Location + merchandise suitability + knowledge/congeniality of sales staff 2. Other intangible factors affecting overall store evaluation: •Interior design •Types of patrons •Return policies •Credit availability

Question 29

Examples of physical surronds

Answer 29

~ Store location ➢ Interior decor ➢ Music ➢ Smell/aromas ➢ Temperature (air-conditioning or heating) ➢ Choice provided (by product category or across the categories)

Question 30

Why are colors important ?

Answer 30

Certain colors and color characteristics create feelings of excitement and arousal which are related to attention.

Question 31

Red Color Influence

Answer 31

Creates a sense of urgency, which is good for clearance sales.

Question 32

Blue Color Influence

Answer 32

The preferred color of men. It’s associated with peace, water, tranquility, and reliability. Blue provides a sense of security, curbs appetite, and stimulates productivity.

Question 33

Green Color Influence

Answer 33

Associated with health , power & nature. Used in stores to relax customers and for promoting environmental issues.

Question 34

Purple Color Influence

Answer 34

Commonly associated with royalty, wisdom, and respect. Stimulates problem solving as well as creativity. Frequently used to promote beauty and anti-aging products.

Question 35

Orange & Yellow Color Influence

Answer 35

Cheerful colors that promote optimism. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.

Question 36

Black Color Influence

Answer 36

Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.

Question 37

Grey Color Influence

Answer 37

Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.

Question 38

How does music influence consumers ?

Answer 38

Music influences consumers moods and in turn, influences a variety of consumption behaviors. An emerging trend is having music more in the foreground so it becomes part of the shopping experience and drives store image

Question 39

How does crowding influence consumers ?

Answer 39

Most consumers find feelings of crowding to be unpleasant resulting in: ➢Less time in the store and less buying ➢Faster decisions and less use of information ➢Crowding can lead to less satisfactory purchases, unpleasant shopping, and reduced likelihood of returning to the store.

Question 40

What are social surroundings ?

Answer 40

Other people present in a particular situation

Question 41

Examples Of Social Surroundings

Answer 41

➢Types of customers in the store. ➢ Queues and crowding. ➢ Whether the consumer is likely to be known by others/ recognized. ➢ Whether there are high-profile people/celebrities shopping at that store.

Question 42

Temporal Perspectives

Answer 42

Deal with the effect of time on consumer behavior. Limited purchase time often limits search

Question 43

Examples Of Temporal Influences

Answer 43

➢Whether the product is seasonal ➢Whether the product is urgently required (snack between lectures) ➢Time available for shopping limited/excess (the product may be an excuse for shopping) ➢How long the previous product lasted or was expected to last.

Question 44

Task Definition

Answer 44

The reason the consumption activity is occurring. Giving gifts : social expectations or returning a favor

Question 45

Examples Of Task influences

Answer 45

➢Is the product utilitarian or used as a status symbol? ➢Is it a gift or for oneself? ➢Must the product be long-lasting/tough? (e.g. an everyday watch) or decorative? ( e.g. a dress watch)