Lesson 2

Question 1

Culture

Answer 1

set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions

Question 2

4 factors affecting consumer behavior

Answer 2

From macro to micro

1. Cultural
2. Social
3. Personal
4. Psychological
   - > Buyer

Question 3

Subcultures

Answer 3

group of ppl within a culture with shared value systems based on common life experiences and situations
e.g EHL

Question 4

Social classes

Answer 4

society’s relatively permanent and ordered divisions whose members share similar values, interests, behaviors.
E.g. upper class, middle class, working class, lower class (US)
- occupation, income, education, wealth, other variables

Question 5

1. Cultural Factors

Answer 5

influenced by a group

• culture
• subculture
• social classes

Question 6

Groups

Answer 6

• Membership Groups: direct influence and to which a person belongs
• Reference Groups: form a comparison or reference in forming attitudes or behavior
• Aspirational Groups: an individual wishes to belong to

Question 7

Social Networks

Answer 7

• Online social networks, Buzz marketing, Social media sites, Virtual worlds, Word of mouth, Opinion leaders.

Question 8

Family

Answer 8

most important consumer-buying organization in society

-> REAL influencer

Question 9

Role and status

Answer 9

can be defined by a person’s position in a group

Question 10

2. Social Factors

Answer 10

1. Groups
2. Social Networks
3. Family
4. Role and status

Question 11

Age and life-cycle stage

Answer 11

heavily impact consumer behavior

Question 12

Occupation

Answer 12

affects the goods and services bought by consumers

Question 13

Economic situation

Answer 13

determined by trends in Spending, Personal income, savings, interest rates
- e.g. home-buying

Question 14

Lifestyle

Answer 14

• a person’s pattern of living as expressed in his or her psychographics
• AIO: activities, interests, opinions.
  What you do affects your buying patterns.

Question 15

Personality, self concept

Answer 15

• What makes us different?

- refer to unique psychological characteristics that distinguish a person or group.

Question 16

3. Personal Factors

Answer 16

1. Age, life-cycle stage
2. Occupation
3. Economic Situation
4. Lifestyle
5. Personality, self concept

Question 17

Brands have personalities

Answer 17

eg. Sincerity, Excitement, Competence, Sophistication, Ruggedness

Question 18

Loyalty

Answer 18

Consumer Personality = Brand Personality

Question 19

Psychological

Answer 19

1. Motivation
2. Perception
3. Learning
4. Beliefs and attitudes

Question 20

Perception

Answer 20

process people select, organize, and interpret info to form a meaningful picture of the world,

• selective attention: tend to see wha the want to see, not see what we don’t want to see.
• selective distortion: work best for us, kinda illusional, support info we already believe.
• selective retention: rmb good memories of the brand they favor, forget art others

Question 21

Learning

Answer 21

change in an individual’s behavior arising from experience and occurs through the interplay of drives, stimuli, cues, responses and reinforcement

Question 22

Beliefs and attitudes

Answer 22

• Belief: a descriptive thought that

Question 23

Beliefs and attitudes

Answer 23

• Belief: a descriptive thought that a person has about sth based on knowledge, opinion and faith
• Attitude: person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea

Question 24

(1) Need recognition

Answer 24

1st stage

• consumer recognizes a problem or need
• triggered by internal/external stimuli

Question 25

(2) Info search

Answer 25

2nd stage - consumer is motivated to search for more info - E.g, personal, commercial, public, experimental sources

Question 26

(3) Evaluation of alternatives

Answer 26

consumer uses info to evaluate alt brands in the choice set

Question 27

(4) Purchase decision

Answer 27

the buyer's decision about which brand to purchase. | - The purchase intention may not be the purchase

Question 28

Moments of Truth

Answer 28

- customer comes into contact with any aspect of the organization and gets an impression of the quality of service

Question 29

ZMOT

Answer 29

Zero moment of truth

Question 30

ZMOT

Answer 30

Zero moment of truth

Question 31

4 types of buying behavior

Answer 31

High involvement - Low involvement | Significant differences between brands - Few differences between brands

Question 32

4 types of buying behavior

Answer 32

``` High involvement - Low involvement Significant differences between brands - Few differences between brands 1. Complex buying behavior 2. Variety-seeking buying behavior 3. Dissonance-reducing buying behavior 4. Habitual buying behavior ```

Question 33

Complex buying behavior

Answer 33

High involvement - Significant differences between brands

Question 34

Variety-seeking buying behavior

Answer 34

Low involvement - Significant differences between brands

Question 35

Dissonance-reducing buying behavior

Answer 35

High involvement - Few differences between brands

Question 36

Habitual buying behavior

Answer 36

Low involvement - Few differences between brands

Question 37

Adoption process

Answer 37

mental process | - individual goes through from first learning about the innovation to final regular use

Question 38

The Buyer Decision Process for New Products

Answer 38

time of adoption of innovation % share of all adopters Innovators (2.5%) -> Early adapters (13.5%) -> Early mainstream (34%) -> Late mainstream (34%) -> Lagging adopters (16%)

Question 39

Influence of Product Characteristics on Rate of Adoption

Answer 39

- Relative advantage - Compatibility - Complexity - Divisibility - Communicability