Module 3: Consumer Behaviour

Question 1

action a person takes in purchasing and using products

Answer 1

consumer behaviour

Question 2

understanding why and how customers buy and consume products

Answer 2

consumer behaviour

Question 3

consumer behaviour is understanding the _____ and ________

Answer 3

purchasing decision process

post-purchase behaviour

Question 4

5 stages of the purchase decision process

Answer 4

1. problem recognition
2. info search
3. evaluation of alternatives
4. purchase decision
5. post-purchase behaviour

Question 5

perception of an unmet need or problem to be solved

Answer 5

problem recognition

Question 6

may include an internal/external search for info

Answer 6

info search

Question 7

uses a consumer’s evaluative crieteria

Answer 7

evaluate alternatives

Question 8

choice of product, where and when to buy

Answer 8

purchase decision

Question 9

level of satisfaction comparison to expectations

Answer 9

post-purchase behaviour

Question 10

marketing can activate consumer decision process by showing the ______ of competing/currently owned products

Answer 10

shortcomings

Question 11

scanning memory for previous experiences with product/brand

Answer 11

internal search

Question 12

sufficient for frequently purchased products

Answer 12

internal search

Question 13

when past experience is insufficient, risk is high, and cost of gathering info is low

Answer 13

external search

Question 14

3 primary sources of external info are:

Answer 14

• personal sources
• public sources
• marketer-dominated sources

Question 15

the group of brands a consumer has become aware of through internal and external search process

Answer 15

evoked set

Question 16

feeling of post-purchase anxiety

Answer 16

cognitive dissonance

Question 17

occurs even if consumer is somewhat satisfied from their purchase

Answer 17

cognitive dissonance

Question 18

expensive and have serious personal consequences

Answer 18

high-involvement purchases

Question 19

in high-involvement purchases the _______ is more extensive

Answer 19

evaluation process

Question 20

inexpensive and does not reflect on the consumer’s image

Answer 20

low involvement purchases

Question 21

use of cognitive shortcuts like price, habit, brand familiarity to help make choice

Answer 21

low involvement purchases

Question 22

3 problem-solving variations in consumer decision process

Answer 22

1. routine problem solving
2. limited problem solving
3. extended problem solving

Question 23

virtually a habit, little effort for seeking external info, used for low-priced, frequently purchased products

Answer 23

routine problem solving

Question 24

use of moderate info seeking efforts, used when buyers have little time or effort

Answer 24

limited problem solving

Question 25

each stage is used, considerable time and effort for searching external info and alternatives, used in high-involvement purchase situations

Answer 25

extended problem solving

Question 26

5 situational influences that impact purchase decision process

Answer 26

1. purchase task/reason 2. social surroundings 3. physical surroundings 4. temporal effects 5. antecedent states

Question 27

helps marketers understand why and how consumers behave as they do

Answer 27

psychological influences on consumer behaviour

Question 28

psychological influences on consumer behaviour include: (6)

Answer 28

``` motivation personality perception learning values beliefs attitudes ```

Question 29

energizing force that stimulates behaviour to stratify a need

Answer 29

motivation

Question 30

often reveled in a person's self-concept

Answer 30

personality

Question 31

process where individual selects, organizes and interprets info to create a picture

Answer 31

perception

Question 32

filters the info so only some is understood, remembered or available to the conscious mind

Answer 32

selective perception

Question 33

when ppl pay attention to messages that are consistent with their own beliefs

Answer 33

selective exposure and comprehension

Question 34

when consumers don't remember info they see/hear even minutes afterwards

Answer 34

selective retention

Question 35

the anxiety felt cuz consumer can't anticipate the outcome of a pruchase

Answer 35

perceived risk

Question 36

perceived risk affects which stage

Answer 36

information stage

Question 37

patterns of living are expressed in terms of AIO

Answer 37

activities, interests, and opinions

Question 38

analysis of consumer lifestyle

Answer 38

psychographics

Question 39

useful in segmenting and targeting consumers for new and existing products

Answer 39

psychodynamics

Question 40

way for company to develop a company profile based on common AIOs

Answer 40

VALS program

Question 41

evolve from consumer's formal and informal relationships with other ppl

Answer 41

socio-cultural infleunces

Question 42

socio-cultural influences include: (4)

Answer 42

personal influence reference groups family influences local/global culture

Question 43

being influenced by those we trust and whom we interact and discuss experiences with

Answer 43

personal influence

Question 44

individuals who have social influences over others

Answer 44

opinion leadership

Question 45

most powerful info source for consumers

Answer 45

word of mouth

Question 46

reference groups influence a person's (3)

Answer 46

attitude values behaviour

Question 47

have a stronger influence when consumer is less experienced or confident

Answer 47

reference groups

Question 48

allow marketers to get closer to consumers to better understand their needs and how they think

Answer 48

brand communities

Question 49

brand communities can create

Answer 49

brand loyalty

Question 50

family influences result from 3 sources:

Answer 50

consumer socialization family life cycle family decision making

Question 51

process where ppl acquire skills, knowledge and attitudes to function as a consumer

Answer 51

consumer socialization

Question 52

distinct phases a family progresses through from formation to retirement, each phase bringing different purchasing behaviours

Answer 52

family life cylce

Question 53

r roles family members can play in the purchase process

Answer 53

``` info gatherer influencer decision maker purchaser user ```

Question 54

set of values, ideas and attitudes that are learned/shared among members of a group

Answer 54

culture

Question 55

subgroups within larger culture with unique values/ideas/attitudes

Answer 55

subcultures

Question 56

study of similarities and differences among consumers in 2 or more nations/societies

Answer 56

cross-cultural analysis

Question 57

developing automatic responses to situations built up through repeated exposure to it

Answer 57

behavioural learning

Question 58

we learn from: (4)

Answer 58

drive, cues, response, reinforcement

Question 59

occurs when response brought about by one stimulus is generalized to another stimulus

Answer 59

stimulus generalization

Question 60

one's ability to perceive differences among similar products

Answer 60

stimulus discrimination

Question 61

making connections between 2 or more ideas or observing outcomes of other's behaviours and adjusting yours accordingly

Answer 61

cognitive learning

Question 62

favourable attitude toward a brand over time

Answer 62

brand loyalty

Question 63

hard for marketers to influence cuz they are deeply rooted

Answer 63

values

Question 64

marketers can change a consumer's _____ about a product or brand

Answer 64

beliefs