consumer behavior

Question 1

Why do people buy some products and not others

Answer 1

Consumers have different motivations for their behaviors.

Question 2

Why marketers care about motivations and behaviors

Answer 2

Understanding them is crucial to being able to predict/influence these behaviors

Question 3

How to learn about consumer behavior (2)

Answer 3

Questioning
-qualitative methods
focus group, in depth interviews, quantitative methods
surveys

AND

Observation
-direct observation
-field experiments

Question 4

What is a focus group

Answer 4

very popular in classical marketing research
-rationale= in-depth probing, unstructured discussion, ability to observe dynamics

-format= 8-10 carefully chosen individuals, 1-2 moderators, 1hr long, incentives

-common uses= products, product concepts, ad copy, script for further studies, questionnaire design.

Question 5

what is direct Observation

Answer 5

watch how customers interact with your products/services

Question 6

What are the approaches of direct observation

Answer 6

hidden observer
-how long are the lines
-What are people looking at
-how easy is it to find product

Lab-based observed product usage
-in-person experiences
-online user testing
-biometrics

Question 7

What is biometric data

Answer 7

look at emotions and arousal and attention

Question 8

What is a benefit of biometric data

Answer 8

dont rely on self report

Question 9

What is the consumer decision process funel

Answer 9

awareness, interest, desire, action

Question 10

What is the more detailed consumer decision process

Answer 10

Need recognition
Information search
evaluation
purchase decision
Post purchase behavior

Question 11

What is the purchasing funnel lacking

Answer 11

emphasis on sales/closure, not customer experience

fail to capture all touch points

no feedback loop
-monologue not dialogue

purchasing is not the finish line

Question 12

Info search & evaluation INTERNAL

Answer 12

Scan memory for past experiences

Question 13

Info search & evaluation External

Answer 13

Personal sources (friends)
Public sources (public rating platforms)
Market dominated sources (advertising, websites)

Question 14

Post-purchase behaviour, what is the main driver of repeat business and positive word of mouth

Answer 14

satisfaction

Question 15

What results to disappointment

Answer 15

performance < expectations

Question 16

What result to satisfaction

Answer 16

Performance>= expectations

Question 17

Post purchase outcome

Answer 17

+ customer satisfaction
- postpurchase dissonance
+customer loyalty
+ or - word of mouth

Question 18

Example of low consumer involvement

Answer 18

paper toilet

Question 19

Example of high level of consumer involvement

Answer 19

plane ticket

Question 20

What are the 3 types of problem solving

Answer 20

extended (high consumer involvement)
several
routine (low customer involvement)

Question 21

What are the characteristics of the consumer purchase decision process

Answer 21

brands examined

#sellers considered
#product evaluated
#external info&sources used
#time spent searching

Question 22

What is motivation

Answer 22

Motivation is the psychological process that initiates, guides,
and maintains goal-oriented behaviors

Question 23

How do marketers promote motivation to purchase?

Answer 23

by highlighting unmet needs that their product can fulfill

Question 24

What is the pyramid of needs

Answer 24

physiological needs
safety needs
social needs
personal needs
self actualization needs

Question 25

What are the 3 words linked to motivation

Answer 25

exposure, attention, perception

Question 26

What are the marketing mix influences

Answer 26

4 ps

Question 27

What are the socio-cultural influences

Answer 27

Personal influence reference groups family culture/subculture

Question 28

What are the psychological influences

Answer 28

motivation/personality perception learning values,beliefs lifestyle

Question 29

Consumer purchase decision process

Answer 29

problem recognition -> information search -> alternative evaluation -> purchase decision -> post purchase behavior

Question 30

What is word of mouth

Answer 30

Word-of-mouth recommendations from trusted sources (e.g., friends) are much more influential than advertisements

Question 31

What is viral marketing

Answer 31

viral marketing aims to generate a lot of word of mouth online, so that people spread key messages about a given produc

Question 32

What is conformity

Answer 32

doing the same as others; ‘monkey see, monkey do

Question 33

What is informational influence

Answer 33

other people as a source of information

Question 34

definition of cognitive shortcut

Answer 34

often easier to do what others do than to fully investigate all options

Question 35

What are the the sources (socio-cultural influence)

Answer 35

culture family reference group -TikTok (social group you're actively involved in) opinion leader -doctor formal leader - president aspirational group -influencers aspire to be a part of

Question 36

Explain the role of motivation, attention, and perception in consumer behavior

Answer 36

Motivation makes the consumer receptive to solutions. Attention determines whether your brand or product even gets noticed. Perception shapes how your message is understood and whether it aligns with the consumer’s needs or beliefs.