Consumer Behaviour

Question 1

The 4 purchase decision processes

Answer 1

1. Habitualized purchase decision
   2.Impulsive purchase decision
2. Limited purchase decision
3. Extensive purchase decision

voir graph page 11

Question 2

Involvemen: definition

Answer 2

Involvement indicates the level of motivation to
seek and process information about a product or service

Question 3

Low-involvement purchases

Answer 3

-“Learn” after repeated messages
-“Random” information intake
-Passive reception of advertising
-Selection of a satisfactory alternative
-Products for personality, lifestyle of the consumer are
unimportant
-Low influence of reference groups on purchasing decision

Question 4

High-involvement purchases

Answer 4

-Comprehensive information processing
-Conscious search for information
-Intensive dealing with advertising
-Search for the best or most useful alternative
-Strong relationship of the products to personality, lifestyle of the consumer
-Strong influence of reference groups on purchasing decisions

Question 5

Extensive purchase decision
How do consumers make decisions here? A 5-step process

Answer 5

1. “Problem” identification
2. Information search
3. Evaluation of
   alternatives
   4.Product selection
4. Evaluation of purchase decision

Question 6

Problem identification

Answer 6

Consumers become aware of a need
1. No problem : desired state and actual state is the same
2. Needs through deficit : Desired state –> Actual state
3. Needs through new opportunities: Actual state –> Desired state

Question 7

Purchase Decisions
How do consumers actually make choices in extensive purchase decisions?

Answer 7

1. Conjunctive heuristic
2. Lexicographic heuristic
3. Elimination-by-aspect heuristic

Question 8

Conjunctive heuristic

Answer 8

A minimum level is set for each characteristic. The consumer chooses the first alternative that has reached the minimum threshold for all features.

Question 9

Lexicographic heuristic

Answer 9

Here, the consumer determines the most important feature. The mark with the highest expression of it is then chosen

Question 10

Elimination-by-aspect heuristic

Answer 10

According to elimination-by-aspect, a minimum level is set for each relevant feature. For example, the storage space should be above 124 GB. If a product alternative does not meet this requirement, then it is eliminated

Question 11

Elaboration Likelihood Model
How does advertising affects attitudes?

Answer 11

page 21

Question 12

Excursus: The attitude-behavior gap

Answer 12

Positive attitudes do not always result in purchase

Question 13

The Net Promoter Score for determining what?

Answer 13

customer satisfaction

Question 14

How do consumers shorten their decision making?

Answer 14

1. Consumers go for the option in the
   middle
   2.Consumers pick well-known
   brands
2. Consumers go for expensive items
   (>quality indicator)

Question 15

How does a brand manage to be considered by the consumer? (Habitualized purchase decision)

Answer 15

graph voir page 30

Question 16

Impulsive purchase decision

Answer 16

impulsive purchase decisions come unexpectedly and quickly

Question 17

btoC purchase decision

Answer 17

-product : Standard, “mass market”

-Distribution: Different trade levels (e.g., wholesale, stationary trade)

-Communication: Advertising

-Price: List prices

-Decision-making processes: Individual consumer or household makes decision

Question 18

BtoB purchase decision

Answer 18

-Product: Usually smaller quantities (e.g., “only” five high
speed trains), often tailored to companies

-Distribution: Often directly

-Communication: Personal sales relationship

-Price: List prices or individual pricing

-Decision-making processes: Various members of the organization make decision

Question 19

The Buying Center (e.g., hospital)
How do various members of the organization make decisions?

Answer 19

1. User (e.g doctor)
2. information-selector (e.g health insurance)
3. Influencer (e.g pharma lobbyist)
4. Decider (e.g executive board)
5. Purchaser (e.g., purchasing department)
6. Initiator (e.g nursing staff)

Question 20

Individual factors: Demographics influence purchase/consumption decisions

Answer 20

1. Age : Age groups are reinventing themselves
2. Gender: “discovery” of the segment for men
3. Place of residence: Local differences, e.g.,
   ‘Röstigraben’
4. Income: Higher income classes have different
   hobbies

Question 21

Means-End-Chain to determine needs and values

Answer 21

page 41/ page 42 (analysis 2)

Question 22

Consumers want to feel
they belong to…

Answer 22

a group

Question 23

Reference groups

Answer 23

1. Actual reference group
2. Aspiring reference group
3. Reference group to be
   avoided

Question 24

What happens in groups?

Answer 24

1.Customers are more risk-tolerant
2.Customers divide responsibility among group
members
3. Customers often follow the first voice that is
expressed in group settings

Question 25

Consumers are influenced by.. (situational factors)

Answer 25

sensory impression 1.Physical factors 2. Social factors 3. Temporal factors 4. Type of purpose 5. Psychological states

Question 26

Physical factors

Answer 26

Acoustic & visual

Question 27

Social factors

Answer 27

1. Family environment 2. Private environment 3. Professional environment

Question 28

Temporal factors

Answer 28

Consumers are influenced by the time of day, day of the week, and season of the year

Question 29

Type of purpose

Answer 29

Consumers are influenced by the purpose of the purchase

Question 30

Psychological states

Answer 30

When consumers go shopping hungry, they tend to behave irrationally. For example, they might purchase things that they had not planned to purchase. When consumers don’t feel hungry while shopping, they find it easier to behave rationally