chapter 5

Question 1

Consumer Behaviour

Answer 1

Actions a person takes in purchasing and using products and services

Question 2

Motivation

Answer 2

-An energizing force that stimulates behaviour to satisfy a need

Question 3

What is value

Answer 3

=Value=Price+Quality

Question 4

Information search

Answer 4

-Internal and External

Question 5

External Search

Answer 5

• Personal Sources
• Public sources
• Marketer-Dominated sources

Question 6

Motivating the purchase

Answer 6

1. Who should buy it from?
   - terms of sale
   - Past experience
   - Return policy

When?

• Sales
• Time pressures
• Sales person

Question 7

Post purchase

Answer 7

1) Tells 3 people, buys again (cost of customer maintenance = low)
2) Tells 9 people. Chances are not good (cost of customer re-acquisition = high)
- Working hard to relieve cognitive dissonance = post-purchase anxiety

Question 8

Characteristics of the consumer purchase decision process

Answer 8

1. Number of brands examined
2. Number of sellers considered
3. Number of product attributes evaluated
4. Number of external information sources used
5. Time spent searching

Question 9

Black box theory

Answer 9

• A stimulus (advertising) interacts with many factors before generating a response a purchase.
• If a marketer understands the factors-better able to understand what kind of communications will be effective

Question 10

Personality

Answer 10

-Your response to your environment

Question 11

Perception

Answer 11

Difficult for marketers to inform and influence

1. Selective Exposure
2. Selective attention
3. Selective Comprehension
4. Selective Retention

Question 12

Learning

Answer 12

1. Behavioral
   - Developing automatic response due to repeated exposure
   - Drive cue response reinforcement
2. Cognitive
   - No direct experience but reasoning and observation gets you to a conclusion

-Fact based functional advertising that show product in use and the happy result

Question 13

Brand loyalty is because of

Answer 13

Learning

-consumers build a habit or purchase

Question 14

Values, beliefs and attitudes

Answer 14

• Attitude formation- a learned predisposition to respond
• Attitude change-marketers attempt to
• change beliefs about brand attributes
• Add new attributes

Question 15

Values

Answer 15

-A persons principles or standards of behaviour: one’s judgement of what is important in life

Question 16

Beliefs

Answer 16

-A subjective perception of a brand or product based on personal experience

Question 17

Attitudes

Answer 17

Attitudes are someone’s feelings towards an idea or object
- Advertisers typically showcase the attitudes of their target market in communications =
drives product acceptance

Question 18

VALS Framework

Answer 18

VALS Framework
Tool that segments the US english speaking population +18 into 8 consumer groups:
1. Innovators
2. Thinkers
3. Believers
4. Achievers
5. Strivers
6. Experiencers
7. Makers
8. Survivors
Theory = 5 motivators, in combination, that create distinct groups out of the market
Primarily not based on ideals, your need for achievement, the value you place on self expression
+ your level of resources and the appeal of innovation

Question 19

Word of mouth

Answer 19

-Buss marketing

Question 20

Reference group

Answer 20

rence Groups = Peer Group
- You make purchases to fit into your reference group - as long as you have a positive
relationship with that group
- Membership Group
- Aspiration Group
- Dissociative Group

Question 21

FAAMILY

Answer 21

The impact of family members on a purchase -depends on what you are buying

Question 22

Social class

Answer 22

– Groups that share similar values, interests and behaviours